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Social Marketing and Advocacy

Social Marketing and Advocacy. Planning, Action, Evaluation, Marketing, Advocacy. Public Health Approach. Implement & Evaluate Programs. Effective Strategies. Find what Prevents the Problem. Conceptual Models. Identify Risk Factors. Data, Community Background. Define the

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Social Marketing and Advocacy

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  1. Social Marketing and Advocacy

  2. Planning, Action, Evaluation, Marketing, Advocacy PublicHealth Approach Implement & Evaluate Programs Effective Strategies Find what Prevents the Problem Conceptual Models Identify Risk Factors Data, Community Background Define the Problem Adapted From: National Center for Injury Prevention and Control, CDC

  3. Social Marketing • Uses many of the tools of commercial marketing. • “Sells” behaviors that benefit both the individual and society.

  4. The Classic “4 Ps” of Marketing • Product • Price • Promotion • Place

  5. The three most important things in Social Marketing • the audience • the audience; and • the audience

  6. Social MarketingFour Key Steps: • Understand Your Audience and Customers • Set Priorities • Assess Resources • Monitor and Evaluate

  7. Understand Your Audiences and CustomersHow can we segment and get toknow our audience? • Physical • Behavioral • Demographics • Attitudes and Beliefs

  8. Set PrioritiesBased on Your Understanding of YourAudiences and Customers It is critical to develop your marketing program to access your targeted audience.

  9. Assess Resources Conduct a thorough inventory: • What you already have • What you need • What you will develop

  10. Monitor and Evaluate Manage your program by continuously monitoring and altering your interventions as needed to reach your targeted audiences.

  11. An Example of Marketingan Injury Program:Float Coat Promotion in Rural Alaska Yukon-Kuskokwim Health Corporation

  12. Comparison of Alaskan Drowning RatesPer 100,000 Population Source: State of Alaska, 1991

  13. Sex of Native Drowning VictimsYK Delta 1979-1989

  14. Seasonal DrowningYK Delta 1979 - 1982 N = 185

  15. 2 35 7 7 Personal Flotation Device UseAlaska Commercial Fishing Incidents Involving at Least One Drowning, 1991 Source: National Institutes of Occupational Safety and Health (NIOSH)

  16. The Classic “Float Coat” Boring!

  17. So What Should We Do? • Build a Coalition • Assess the Audience/Customers • Make Marketing Plan

  18. Marketing/Promotion • Quality Product • Customize for Culture • Targeted Distribution • Incentives • Publicity • Evaluation

  19. Promotional Ideas • Discount Coupons • Raffles and Prizes • Incentive Awards

  20. 3 Year Average Crude Death RatesYK Delta vs. All-Alaska(The Harvest) YK Starts PFD Program YK Delta 43% Reduction All Alaskan Per 100,000

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