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Capture Their Attention!

Capture Their Attention!. Marketing School-Based Health Centers. Today We Will…. Identify the key elements of social marketing Describe your target audiences and their gatekeepers Develop a pitch for your SBHC marketing efforts

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Capture Their Attention!

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  1. Capture Their Attention! Marketing School-Based Health Centers

  2. Today We Will… • Identify the key elements of social marketing • Describe your target audiences and their gatekeepers • Develop a pitch for your SBHC marketing efforts • Identify two possible vehicles for marketing to your target audiences • Develop a social marketing action plan

  3. Introductions • Find a partner who you don’t know very well • Exchange stories about how you got your names (if you don’t have one, make it up) • Be prepared to introduce your partner and share your story

  4. Your Challenge • Be creative! • Be open to new possibilities! • Remember that your clients use products and services that are marketed well.

  5. Marketing Basics

  6. Marketing Defined… "Marketing is a dialogue over time with specific groups of customers whose needs you understand in depth and for whom you develop an offer with a different advantage over the offer of your competitors.” www.buildingbrands.com

  7. Social Marketing Defined • A process for influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit rather than commercial profit • At the heart of the social marketing approach is the understanding of your audiences’ needs and wants and the commitment to create programs, plans, and practices to help them solve their problems

  8. Ongoing Marketing is Called… Branding! "Simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality.” Walter Landor

  9. Branding Logos are Abstract for a Reason…

  10. Branding Logos are Abstract for a Reason…

  11. The Nike Swoosh Story

  12. The Result "I don't love it, but it will grow on me.” Phil Knight, CEO, Nike

  13. Four ‘P’s of Traditional Marketing • Product • Price • Place • Promotion

  14. The Marketing Mix • Price (value) • Product (solution) • Place (access) • Promotion (info)

  15. Product • What are you asking the target audience to do? • What are the benefits to the target audience? • What is your “competition”? What could your target audience do instead?

  16. Price • What are the costs (financial and otherwise) for your target audience to participate? • What are other barriers that preclude your target audience from participating? • How can you minimize costs and remove barriers?

  17. Place • Where are the places that the target audience makes decisions about participation? • Where does your target audience spend time? • What information distribution systems does your target audience use and prefer?

  18. Promotion • Which communication channels does your target audience pay attention to the most and trust? • How can you best package your opportunities to reach your target audience effectively and efficiently? • Who can act as a credible and engaging spokesperson for the benefits of your offerings?

  19. You Give Me $1 You Get A Pepsi A thirst quencher Good taste Fun Youthful feeling Girl/boyfriend Exchange Source: www.turningpointprogram.com

  20. You Give Me 75cents Embarrassment Loss of Pleasure You Get A Condom Protection against pregnancy Protection against STDs Peace of mind Sense of control Hope for the future A date Exchange Source: www.turningpointprogram.com

  21. Four Additional ‘P’s of Social Marketing • Publics • Partnership • Policy • Purse Strings

  22. Publics • Who are the people outside your constituency that you need to engage to increase your success? • Whose support do you need inside your organization to increase your success?

  23. Partnership Are there other organizations… • doing similar work with which you could collaborate? • that could bring needed resources and skills? • that would be politically advantageous to align with ?

  24. Policy • Are there any policies that could be highlighted to heighten interest in SBHCs? • Are there ways to showcase influential policymakers who endorse the SBHC?

  25. Purse Strings • Is the funding you currently have sufficient to achieve all of your objectives? • How can you tap into additional resources that will help you market your SBHC? • Is there the potential of corporate sponsorship of your SBHC?

  26. Integration Assessment Tool What’s your score?

  27. What is integration? • A high degree of involvement and collaboration in every aspect of a school: health, academic, discipline, policy. • Perceived as an integral member of the school staff and included in all aspects of school operations and planning on some level. • A known and valued presence throughout the school/district

  28. Having lunch in the cafeteria Taking the principal/school nurse to lunch Serving healthy refreshments at the faculty meetings Displaying visual materials at Parent Teacher Conferences Providing in service training for staff/faculty Attending after-school events Offering classroom presentations Acknowledging teachers who have been supportive Writing regular articles for school newsletter. How to Achieve Integration

  29. Goal Integrate social marketing research and practice into resource development, program development, health promotion, coalition building, policy change, and branding strategies for school based health centers. Source: www.turningpointprogram.com

  30. Key Elements of Marketing and Social Marketing • Know your AUDIENCE– really! Customer Orientation is fundamental • Must be an EXCHANGE.Customer must perceive benefits that equal or exceed cost • COMPETITIONalways exists • Target AUDIENCEinvolved in the development & implementation

  31. BREAK

  32. Stages of Social Marketing • Planning • Messaging & Materials Development • Pre-Testing • Implementation • Evaluation & Feedback

  33. Stage #1: Planning • Objective: What change or new innovation do you hope that recipients implement as a result of your efforts? • Target audience: Who are you primarily trying to reach with your efforts? • Gatekeepers: Who has the most influence over your target audience?

  34. Stage #2: Message & Materials Development • What messages will resonate with your target audience? • What types of materials will you develop to convey your messages to your target audience? • How will you reach various personality types in your audience?

  35. Stage #3: Pre-Testing • Test your messages and materials with a sub-section of your target audience and secondary audience. • Refine your messages and materials, as necessary.

  36. Stage #4: Implementation • What channels will you use to distribute your messages and materials? • How will you prepare and use your “primary influencers” to help you implement your marketing efforts? • How will you continue to ensure your target audience receives your message?

  37. Stage #5: Evaluation & Feedback • How will you gather feedback to evaluate your marketing strategy along the way? • How will you measure if you were ultimately successful?

  38. Creating a Marketing Road Map

  39. Objective: What Are you Trying to Accomplish? Write down your objective for your marketing effort. Try to make it “SMART” S=Specific M=Measurable A=Achievable R=Realistic T=Time-phased

  40. Example By June 30, 2007, at least 50 additional youth will access our SBHC mental health services

  41. Audiences & Gatekeepers Audience:Those people who you are trying to directly reach with your efforts. Gatekeepers:Those people who have decision making power or significant influence over whether or not your target audience can attend.

  42. Choosing Your Marketing Target For the purposes of this workshop, decide whether you will focus your marketing planning on your Target Audience or Gatekeepers. Your Choice will now be referred to as your “marketing target”

  43. Target Audience • Primary Audience: Who is your primary target audience for your issue? • Gatekeepers: Who has the most influence over your target audience?

  44. More About Your Marketing Target… • What are the top three concerns of your marketing target - professional or personal? • Record them on your Marketing Brief. • Share them with a partner.

  45. Message Development Activity: Why Should I Care?

  46. Your Key Message/Pitch • Think about your top two key messages (write it down if you like) • Circulate around the room and find another partner. • Share your key message/pitch. • If you were the recipient. Let your partner know what was great about their key message. • Switch and repeat steps 3 and 4.

  47. Why should I care? • Circulate around the room and find another partner. • Share your key message/pitch. • If you’re the recipient of the pitch, ask “why should I care?” Be dramatic! • Reply to the question. • Change partners and repeat the exercise.

  48. Quick Tips • Be brief • Give them a takeaway • Look for the “offers” • Be gracious when people move on • Leave the door open

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