Doing Good Next Week & Next Year: Using Marketing for Program Sustainability

1. Healthy Carolinians Conference Greensboro, NC Doing Good Next Week & Next Year:Using Marketing for Program Sustainability October 9, 2008 Mike Newton-Ward, MSW, MPH

2. Real Life Audience Research • What brought you here today? • Sustainability—what are your successes and trouble spots? • What are your experiences with marketing? • What do you think of when you hear “marketing?”

3. Marketing Mission Behavior Audiences Barriers Benefits Sustainability Impact Funding Membership & Partnerships Promotion Scanning the environment Sustainability Through Marketing Lens

4. Your Mission & Goals • You can’t have a marketing plan without an overall plan! • ALL activities should support your overall mission & goals!

5. Do you know what it is? Write it down. What is working well to live it out? What is not working well? Your Partnership’s Mission Statement

6. What is Your “BHAG?!”

7. Join your partnership Donate funds Provide a free meeting space Find a model policy Share their statistics Present to the county commissioners Write a letter to the editor Lick envelopes Come to the meetings! It’s ALL About Behavior!

8. Hospital staff? Concerned citizens? DSS? School board? Affected citizens? Faith communities? Civic organizations? Others? WHO Needs to Do It?Your Audiences

9. Behavior Audience Your Partnership:WHO Needs to Do WHAT?

10. Benefits vs. Barriers! Why Do People Do What They Do?!

11. “One size fits all” = throwing spaghetti on the refrigerator! People differ Organizations differ -What is important to them? -What motivates them? -What are their concerns? -What is their mission? Your audiences are like fruits! Your Audiences:Some Things to Remember

12. Traditional Approach: Do the same thing for everyone, target the “general public.” Example: Ask another organization to join your partnership. You are doing X. Our mission really is to do Y and Z. Our staff and funding just got slashed! That sounds great! When and where? Last time we got offered resources, we never knew what happened. Adapted from Jenny Kohr, CDC

13. Segmentation Approach: Breaks people into homogeneous groups and tailors programs and messages to each group You are doing X. Our mission really is to do Y and Z. Last time we got offered resources, we never knew what happened. That sounds great! When and where? Our staff and funding just got slashed! Approach: Find out about their mission. Look for ways your effort can help theirs. Approach: Acknowledge bad experience. Describe how you are good with follow-up. Approach: Thank them, sign them up, and honor them publicly! Approach: Focus on other organizations. Offer to keep them in the loop. Adapted from Jenny Kohr, CDC

14. Your Audiences:What You Know • Audience • Barriers • Benefits

15. Need More Audience Information? No Problem! “Simplified Elicitation Methodology” For Behavior X: • What makes doing X easier? What makes doing X harder? • What are the good things that happen when you do X? What are the bad things that happen? • Who would approve of your doing X? Who would not approve?

16. Decrease the Barriers Offer Benefits Increase Facilitators Make it “Fun, Easy & Popular!” Pulling it All Together!Impacting Audience Behavior

17. ACTIVITIES DETERMINANTS TARGETAUDIENCE ACTION BEHAVE Framework In order to help: we will focus on: to: through: Take a specific, observable action under certain conditions Activities aimed at the behavioral determinants A specific target audience What determines that action Who? What? Why? How? 1 2 3 4 Know exactly who your audience is and look at everything from theirpoint of view. Your bottom line: the audience’s action is what counts. All your activities should maximize the benefits and minimize the barriers that matter to the target audience. People take action when it benefits them. Barriers keep them from acting. Base decisions on evidenceand keep checking in.

18. Wait! What Happened to the Messages and the Promotions?!

19. Warning! Messages Alone ¹ Marketing! ¹

21. Got Behavior Change?

22. Messages and Promotions • Don’t think media first!

23. Messages and Promotions • Start with your audience first! • Then think message, then channel.

24. Messages and Promotions • Work with professionals.

25. Messages and Promotions Best Practices Presenting information in a way that • is memorable • stands-out from competing messages • is repeated again, and again, and again • has a “call to action” • respects culture • is in a place and at a time they will notice • uses media they attend to

26. Real Life Audience Research Questions?

27. Healthy Carolinians Partnerships:Special Considerations Using your Community Assessment How do you differentiate yourselves from the health department, the hospital, other health providers?

28. Sustainability Impact Funding Membership & Partnerships Promotion Scanning the environment

29. Funding Sources • Foundations • Businesses • Partners and stakeholders • Marketing and media agencies • Government sources • Any others?

30. Opportunity is here! Your Needs Their Goals Going for the “Ask”

31. Use a Marketing Approach! • Consider funders as a target audience • Get to know their needs, wants, goals - any common interests? • What are benefits and concerns for them about our proposal?

32. Use a Marketing Approach! • How does our audience of interest relate to their mission and goal? • Which “pitch” works best? - facts and figures? - “Human interest” stories?

33. Articulate: - value to funder - benefit to the audience • Address funder concerns and barriers • Ensure a “smooth administrative process” (make it easy for them to support you) • Provide “assurance of measurable outcomes” (let them know what happens) Use a Marketing Approach!

34. Got a Shoestring Budget? • Use college or high school students, or academic departments • Ask for freebies, in-kind donations (for recognition, tax write-off, because company will contribute to making a difference) • Use initial price quote as starting point, and negotiate down • Use existing research/creative materials; modify materials

35. Sustainability:Impact Successes Trouble Spots Behavior Audience Barrier/Benefit Remedial Action

36. Sustainability:Funding Successes Trouble Spots Behavior Audience Barrier/Benefit Remedial Action

37. Sustainability:Membership/Partnerships Successes Trouble Spots Behavior Audience Barrier/Benefit Remedial Action

38. Sustainability:Promotion Successes Trouble Spots Behavior Audience Barrier/Benefit Remedial Action

39. Sustainability:Scanning the Environment Successes Trouble Spots Behavior Audience Barrier/Benefit Remedial Action

40. Remember! Marketing • Mission • Behavior • Audiences • Barriers • Benefits Sustainability • Impact • Funding • Membership & Partnerships • Promotion • Scanning the environment

41. Contact Information Mike Newton-Ward, MSW, MPH Social Marketing Consultant NC Division of Public Health 1915 MSC Raleigh, NC 27699-1915 E-mail: mike.newton-ward@ncmail.net