# Presentation: 046593

## COMMUNITY BASED SOCIAL MARKETING 

- Southwest Center For The Application of Prevention Technologies

- May 2, 2001
- Seattle,  Washington

## DEFINITION AND PURPOSE

- CORE THEORIES
- STEP BY STEP PROCESS
- TIPS AND TECHNIQUES

## DEFINITION & PURPOSE

- Social Marketing is the use of commercial marketing techniques to *communicate *health and social issues.

## Social marketing is for the benefit of an individual or society as a whole.

- _Commercial marketing_ is for the benefit of the marketer or the marketer’s company.

## Ultimately, social marketing works towards identifying and overcoming obstacles which limit or interfere with long lasting behavior and life style change.

## FOCUS ON

- Recruiting New Involvement
- Increasing Involvement
-  Motivating Behavior Change 			Towards A Healthy Life Style
-  Participant and Client Satisfaction

## Communication is key to Social Marketing.  It is used to persuade a targeted audience to adopt a behavior which improves their  health and/or well-being.  

## COMMUNICATION

- Raises Awareness
- Increases Knowledge
- Influences Attitudes & Norms
- Shows Benefits of Change
- Reinforces Attitudes, Behavior  	& Knowledge

## COMMUNICATION 

- Demonstrates Skills
- Suggests/Prompts Action
- Increases Demand for Services, Policies and Laws
- Refutes Myths & Misconceptions

## COMMUNITY BASED

- SOCIAL MARKETING
- Community directed social change 	process.
- Social marketing, community 			organization 	principles, and 		behavioral theories are 			combined into one framework.

## COMMUNITY BASED

- 1. Mobilize and Organize
- 2. Develop Community Profile
- 3. Identify and Select Issue
- 4. Create Advisory Council
- 5. Train Formative Research Skills
- 6. Design Marketing Plan
- 7. Develop Program
- 8. Implement Program
- 9. Assess and Refine

## Possible Explanations for People Not Engaging In A Behavior

-  Don’t Know
- Know, but too many obstacles.
- Know, don’t see obstacles, but don’t see benefits.
- Know, not too many obstacles, see benefits, but don’t care.

## Works best when used as one component of a larger, multi-faceted effort within a community.  

- Works best when used as one component of a larger, multi-faceted effort within a community.
- Cannot be expected to solve all  problems.
- Requires a commitment of a significant amount of time and resources to be done adequately.

## Programs that rely solely on providing information have little or no effect upon behavior.

- Identify obstacles and rewards to a behavior.
- Change the ratio of rewards and obstacles so the behavior becomes more attractive

## ETHICAL CONSIDERATIONS

- Always consider whether there is a potential to do harm in _any_ way.
- Preferable to do nothing rather than to make matters worse.
- Manipulation/deception/coercion  to bring about a positive change is not justifiable.

## ETHICAL CONSIDERATIONS

- Explore each component for all possible outcomes to help avoid unintended consequences.
- Look at all sides to identify any possible harmful effects.

## BEHAVIORAL THEORIES AND MODELS

## THEORIES OF BEHAVIOR 

- A well designed social marketing effort uses theory as its primary support and center.
- A solid theory gives shape to the messages, approaches, design, etc.
- Without an underlining theory, efforts often falter and fail.

## HEALTH BELIEF MODEL

- Conditions Necessary for Change
- 1. Perceived Susceptibility
- 2. Perceived Severity
- 3. Perceived Benefits
- 4. Perceived Barriers
- 5. Cues to Action
- 6. Self-Efficacy

## PLANNED BEHAVIOR THEORY

- Intentions, Perceptions and Beliefs Are Most Important
- 1. Perception Of The Consequences
- 2. Belief In What Other’s Think
- 3. Belief In The Ease or Difficulty 		Required to Change

## SOCIAL COGNITIVE LEARNING THEORY

- Change is Influenced Internal and External Factors
- 1. Personal Motivation
- 2. Role Models
- 3. Sense of Personal Capability

## STAGES OF CHANGE

- (Transtheorectical Model)
- 1. Precontemplation
- 2. Contemplation
- 3. Preparation
- 4. Action
- 5. Maintenance

## DIFFUSION OF INNOVATIONS

- Innovation Over Time
- 1. Innovators
- 2. Early Adopters
- 3. Early Majority Adopters
- 4. Late Majority Adopters
- 5. Never

## CULTURAL COMPETENCE

- 1. Tailor language to be relevant to 	the population targeted
- 2. Tailor the delivery of the 		messages to the learning 		styles of that culture
- 3. Choose credible messengers

## PARTNERSHIP          PRODUCT

- PRICE                             POLICY
- PLACEMENT       PROMOTION

- THE SOCIAL MARKETING “Ps”

## PARTNERSHIP

- Partnering with other organizations and companies you can leverage resources as well as have access to multiple delivery services for your target audience.

## POLICY

- Individual change is difficult to maintain without environmental support.
- Environmental change motivates individual change.

## PRODUCT

- The behavior, service or policy you are seeking to be adopted.

## PRICE

- What your target audience has to give up to adopt the new behavior, service or policy.

## PLACEMENT

- Where your message is being delivered and how accessible it is to your target population.

## PROMOTION

- Focuses on how a message is conveyed - How you motivate your target audience to try and then to continue performing the desired behavior.

## STEP BY STEP PROCESS

## 1. Select

-     & Plan
-       Strategy

- 2.  Develop Messages,
-       Materials and
-       Method

- 3. Pretest

- 4. Implement

- 6. Feedback
-  & Refinement

- 		5. Evaluate                                                             	Effectiveness

## PLANNING  & STRATEGY

- DEVELOPMENT
- Research is the heart of this step and the foundation that shapes, directs and focuses your future decisions.

## PLANNING & STRATEGY DEVELOPMENT

- [Hard Work Before The Fun]
- Formative Research & Analysis
- Target Audience
- Goals and Objectives
- Strategies
- Work plan

## DEVELOPING MATERIAL AND METHODS

- [The Fun Begins]
- This step combines the results of your previous hard work with creativity to design a campaign which motivates the target audience toward changed behavior.

## DEVELOPING MATERIAL AND METHODS

- Identify Appropriate  Channels
- Develop Effective Messages
- Produce Creative Products
- “Place” & “Promotion” Mix

## PRETESTING

- [Might seem like an extra, but is _very essential!_**]**
- Ensures Message Is Understood
- Reveals Other Interpretations
- Saves Costly Mistakes
- Refines the Materials
- Identifies Subverting Details
- Prioritizes Approaches

## EFFECTIVE MESSAGES

- Clear
- Consistent
- Credible
- Persuasive
- Attention-Getting
- Suggest A Next Step
- Personally Relevant

## EFFECTIVE MESSAGES

- Appropriately Appealing
- Culturally Relevant
- Variety of Formats
- Pretested
- Conveyed Through Appropriate 	Channels

## MESSAGE APPEALS

- Logic
- Humor
- Roles and Relationships
- Fear
- Other Emotions

## PRETESTING CRITERIA

- Comprehension
- Relevance
- Noticeability
- Memorability
- Credibility
- Acceptability
- Attractiveness
- Knowledge, Attitude, Belief

## PRETESTING

- Focus Groups
- Intercept Interview
- Self-Administered Questionnaires
- Natural Exposure Testing
- Readability Testing
- Expert and Gatekeeper Review

## IMPLEMENTING

- [The hard work pays off]
-  A well-planned implementation increases the probability of reaching your target audience and having the desired results.

## IMPLEMENTING

- Develop Implementation Plan
- Develop Publicity Plan
- Track Process

## EVALUATING EFFECTIVENESS

- Evaluation starts with the very first step and is a continual part of the process.
- Here, you assess the level of changed behavior as a result of your social marketing program.

## EVALUATING EFFECTIVENESS

- 1. Evaluation Design
- 2. Collect/Analyze Data
- 2. Prepare Conclusions
- .

## FEEDBACK & REFINEMENT

- Similar to evaluation, feedback and refinement is an integral part of the entire process from the very first step.
- Here, you specifically use it for future design & strategy considerations.

## IT DOESN’T ALWAYS WORK

- We are expecting a lot. Readiness is a crucial factor.  We want others to:
- Pay Attention to An Issue
- Learn About a Risk Behavior
- Take Preventative Measures
- Change Their Attitude
- Change Their Behavior