Marketing for Prevention: “ Getting the Message”

Marketing for Marketing for Prevention:Prevention:

““Getting the Message”Getting the Message”

Presented byPresented by

Camille L. Lashlee, M.A.Camille L. Lashlee, M.A.Prevention Services ManagerPrevention Services Manager

Marketing for PreventionMarketing for Prevention

Presentation Objectives• key concepts in social marketing • successful marketing • how to develop and implement a

marketing plan• how to evaluate the results• resources to help initiate a marketing plan• FUN!!!

Marketing for Prevention:Marketing for Prevention:

““Getting the Message”Getting the Message”

~ STORY ~

Social MarketingSocial Marketing

Marketing- the process by which products are used to

meet human or social needs

Social marketing- the planning and implementation of programs

designed to bring about social change using concepts from commercial marketing

Social MarketingSocial Marketing

• a planned process for influencing change

• a new way of thinking about some very old human endeavors

• not a new concept

• combines traditional approach to social change

• creates climate for change

Social MarketingSocial Marketing

• Action is the objective

• The target audience is the focus

• The exchange is critical

• Segment markets

• Use all four ‘P’s

• Analyze and beware of competition

• Monitor and be flexible

Social MarketingSocial Marketing

• promotes –Ideas–Attitudes–Behaviors

• a strategic tool in the field of substance abuse prevention.

Social MarketingSocial Marketing

• a process

• emphasizes learning what people want and need

• based in respectful dialogue with the audience / not prepared messages

Social MarketingSocial Marketing

The 4 ‘P’s

Product

Price

Placement

Promotion

Social MarketingSocial Marketing

3 Additional ‘P’s

Partnering - leverage

Policy - sustainability

Politics - understanding

Social MarketingSocial Marketing

Activity 1

Successful MarketingSuccessful Marketing

~ Discuss Activity 1 ~

Successful MarketingSuccessful Marketing

• effective communications

• brand-specific

• generic educational campaigns

• use a mix of strategies and

Successful MarketingSuccessful Marketing

Effective Communications are KEY!!

• People oriented

• Credible spokesperson

• Clear - Direct - Simple

Successful MarketingSuccessful MarketingAttributesAttributes

• Meets a ‘business’ objective

• Supports Community Goals

• Encourage Interaction

Successful MarketingSuccessful MarketingAttributesAttributes

• Utilize Media

• Foster self-expression or communication

• Offer a satisfying User Experience

• Provide longer term utility

Successful MarketingSuccessful Marketing

• Enhance Value as Community participants

• Integration with other activities

• Maintain agility during the campaign

• Company Participation

~ BREAK ~~ BREAK ~

Marketing PlanMarketing Plan

• Develop a LOGIC Model

• Use a 6 step plan

• Utilize SMART objectives

Marketing PlanMarketing PlanLOGIC ModelLOGIC Model

Audience

Behavior

Determinants

Strategies

Marketing PlanMarketing Plan6 Step Plan6 Step Plan

Step 1 - Get Started

• Define

• Research

Step 2 – Plan & Develop Your Strategy

• Identify audience

• Set goals & objectives

Marketing PlanMarketing Plan

SMART Objectives

SpecificMeasurableAchievableRealisticTime-Bound

Marketing PlanMarketing Plan6 Step Plan6 Step Plan

Step 3 - Develop Materials And Activities

• Message

• Activities to communicate

Step 4 - Write A Communications Plan

• Manageable time-frame

• Road Map!

Marketing PlanMarketing Plan6 Step Plan6 Step Plan

Step 5 - Implement The Plan

• Just do it!!

• Review & Revise if needed

Step 6 - Measure Your Results

• Detailed assessment

• Weak & Strong points

Marketing PlanMarketing Plan

Activity 2

Marketing PlanMarketing PlanBarriersBarriers

• Permission

• Budget

• Time

• Agency Commitments

• Knowledge or skills

• Leaves some people out

• Not ‘Real Science’

Marketing PlanMarketing PlanTipsTips

• Use existing data

• Use a planning model to make decisions

• Determine weaknesses & strengths

• What did others learn?

• Segment the Audience

• Research!!!

EvaluationEvaluation

WHY?

• Vested stakeholders

• Improve project credibility

• Determine progress

• Determine appropriateness of ‘match’

• Provide evidence

• Determine efficiency

EvaluationEvaluation

• How

• When

• Where

• Who

EvaluationEvaluation

~ Handout ~

ResourcesResources

Social Marketing Institute 1825 Connecticut Avenue NW Suite S-852 Washington, DC 20009www.social-marketing.org

Center for Media Literacy 4727 Wilshire Blvd., Suite 403 Los Angeles, CA 90010, USA. Tel: 1-800-226-9494, Fax: (213) 931-4474 www.medialit.org

ResourcesResources

Society for Public Health Education10 G Street, NE, Suite 605 Washington, DC 20002-4242www.sophe.org

CDC National Center for health Marketingwww.cdc.gov/healthmarketing

Social Marketing Quarterly (SMQ)www.socialmarketingquarterly.com

Questions?Questions?

THANK YOU!!THANK YOU!!

Camille L. Lashlee, M.A.Prevention Services Coordinator

P. O. Box 428 Erin, TN 37061

camille.lashlee@centerstone.org

615-460-4590 (F)931-721-3308