Communication access. Looking at various communication outlets low-income households in Skagit County, 72% had a cell phone, 31% had a functioning landline, 51% had internet access, 30% received a newspaper, and 29% had public access tv (Cornerstone GilStrategies, Inc., 2013). Additionally, there is another newspaper that is distributed to all households in Skagit County on a weekly basis (D. Gilliland, personal communication, April 2017). These communication statistics will contribute to decisions regarding best strategies to contact the target population. Overall, the low-income population of Skagit County desires assistance with accessing other food assistance programs that are available in the community (Cornerstone Strategies, Inc., 2013). This highlights that the target population is ready to take action and that one barrier may simply be lack of awareness of programs and how to partake in them. Utilizing the information from this literature review will contribute to a well-designed social marketing campaign to increase awareness and participation in the new weekend food delivery program in Skagit County.
Logic Model Inputs Outputs Impact Outcome Return on Investment Resources allocated to the campaign or program effort. Program activities conducted to influence audiences to perform a desired behavior. Audience response to outputs. Indicators that show levels of impact on the social issue that was the focus for the effort. Value of changes in behavior and the calculated rate of return on the spending associated with the effort. Printing materials Funding Skagit Publishing newspaper delivery system School PSA system Time of elementary school teachers to distribute backpack flyers Agreement with schools to put up flyers in their schools Agreement with food banks to put up flyers at their locations Agreement with grocery stores to put up flyers in their stores Time/effort of Spanish language translator Pretesting activities Develop promotional materials to raise awareness of CHOW Conduct focus group to pretest promotional materials Distribute flyers to schools, grocery stores, food banks, WIC agencies, and other community organizations Coordinate the airing of PSAs during middle and high school announcements Send elementary school children home with backpack flyers Air radio ads targeted at parents Notify community organizations and partners of CHOW with press release Increased awareness of CHOW Increased trust of CHOW Decrease in perceived barriers to signing up (such as with stigma issue) Increased participation rates among children who experience food insecurity Decreased severity of food insecurity among Skagit County youth Better academics among youth Increased physical health of youth Cost of food bags and delivery = $2 Money spent on promotional materials = $1000 Funding from local businesses, individuals, and corporations (unknown) Donations that the food bank receives Increased economic benefit due to kids doing better in school and decreased healthcare costs (unknown) Summary of Marketing Mix
homes) Flyer (Teens) In all middle and high schools in Skagit County Offices Bulletin boards/halls Back of bathroom stall doors Will be posted up at the beginning of the school year and remain for the duration of the school year Flyer (Kids) In all elementary schools Offices Bulletin boards/halls Given out by teachers to take home to family Beginning of school year Before winter Before summer break Bus Banner On all major Skagit County bus routes (inside/outside bus) Beginning of school year Before winter Before summer break *Running for one month at a time Facebook Posts CHOW’s Facebook page (once it is created) Beginning of school year Before winter break Before summer break Press Release All media outlets and assistance programs in the area (e.g., Skagit Publishing, school district offices, WIC. Latino/Latina Advisory Committee) Immediately Drafted Promotional Strategies