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Social Marketing

Social Marketing. Cori Lorts, MPH, RD Social Marketing Manager. Outline. Theory of Social Marketing Grow a Healthy Child campaign The website. Theory of Social Marketing. Why Social Marketing? It works! Research-based effective practice for creating behavior change How does it work?

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Social Marketing

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  1. Social Marketing Cori Lorts, MPH, RD Social Marketing Manager

  2. Outline • Theory of Social Marketing • Grow a Healthy Child campaign • The website

  3. Theory of Social Marketing • Why Social Marketing? • It works! • Research-based effective practice for creating behavior change • How does it work? • Its from the target audience’s point of view

  4. Target Audience • It’s all about the target audience • Their thoughts • Their feelings • Their beliefs • Their attitudes • Their knowledge • Their behavior

  5. You + Me ≠Social Marketing • I am not the target audience • You are not the target audience • Who is the target audience? • Food stamp participants and those eligible! • When doing anything, always ask “what does the target audience want/need?”

  6. Effective Practices • When materials/campaigns (or anything!) are created with the target audience in mind, they resonate with the target audience • The target audience listens • The target audience acts!

  7. How do you?...... • How do you find out what will resonate with the target audience? • Research! • Focus groups • Intercept interviews • Key informant interviews • Surveys

  8. Example 1 • Fruit and Vegetable Campaign 2007: • In focus groups, original explorer idea included a line about how fruits and vegetables are more valuable than gold • Mothers did not like this • What would have happened if we did not test the idea and created the TV spot as originally intended?

  9. Example 2 • Go Low Campaign 2007 • “Choices” was a favorite among ADHS staff. • When tested, many women were resentful of their only being 1 choice for milk due to recent policy changes in WIC. • What if we went with our favorite and didn’t test?

  10. Theory of Social Marketing • Social Marketing works because it speaks to the target audience in their language, with their beliefs and knowledge. • Effective campaigns speak to the mom’s and motivate them to take action • Ineffective campaigns can lead to dismissal and even resentment.

  11. So remember… • You + Me ≠Social Marketing • Always keep your target audience in mind • Always check for literacy level! • If you don’t have the money and time for research, find someone who does or look for secondary resources! • I am always here to help.

  12. Grow a Healthy Child 2008 • Results from previous research: • From GHC 2006, mothers liked the movement and transition. They also liked the interaction between the mother and child and seeing the child growing at the end. • 5 concepts were created for GHC 2008. The current spot, “Table”, was chosen because it was the only spot that contained all aspects cited by mothers: interaction, movement, transition and children growing.

  13. Grow a Healthy Child Campaign • Will run February-May • Post-test will occur in late May • In February, had first drop of door hangers state-wide • Received 74 calls for recipes. Highest number ever.

  14. Network Tools • The website, www.eatwellbwell.org, has many resources available: • About Us • Partner Tools • Network Campaigns • Recipes • Useful Links

  15. About Us • You can find information on: • The Network • Different types of partners • Current partners • How to become a partner (applications etc)

  16. Partner Tools • In this section you can: • Order materials • Reserve costumes, games and inflatables • Download policies and procedures, quarterly reports and adopt an office guidebook • Link to the latest nutrition guidelines • Print/download recipes • Download all social marketing materials • Download research reports

  17. Network Campaigns • Here you can: • Read about social marketing • Read about Bobby and his buddies • Download marketing materials (same as in partner tools) • View the logos and guidelines • Download the graphic standards • Watch videos

  18. Useful Links • There are links to: • The latest nutrition information • Nutrition education resources • Information on food safety • Financial assistance programs • Breastfeeding resources • Websites that offer statistics, facts and figures

  19. The website • An excellent resource for partners • Can be used to download materials, read about the latest research, order materials, read the policies and procedures and much more! • If you have a question about the program, search the website – it might just answer it!

  20. Summary • Social marketing is a process that ensures your target audience will listen to your message and take action • Grow a Healthy Child used this process to develop a family meals campaign • Grow a Healthy Child will run February-May • Use the website as a resource for your program

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