The document provides an overview of a day 1 training review on social marketing. It includes an agenda with activities to recall what was covered on day 1, as well as introductions to social marketing concepts. The learning objectives are outlined which include distinguishing social marketing from other approaches and exposure to social marketing campaign examples. The document then delves into an activity to motivate behavior change followed by definitions and key aspects of social marketing such as the six core elements, audience orientation, segmentation, influencing behavior change and the marketing mix.
2. RECALL REVIEWRECALL REVIEW
CHALLENGECHALLENGE
Participants at each table will work together to list
as many substantive things from the Day 1
training.
After 3 minutes, each table will rotate calling off 1
item from their list.
As things are read off, if the item is on their list, the
remaining tables will place a check mark to
indicate the item has been read.
Using a process of elimination, the table with the
most items, wins the challenge!
Day 1 Review
Activity adapted from the CDC Fundamentals of HIV Prevention Counseling Training Curriculum
2
3. April 30 – May 3, 2013
Macon, GA
Tiffiany Cummings Aholou, PhD, MSW
Social MarketingSocial Marketing
3
4. AcknowledgementsAcknowledgements
The contents of this training come primarily from
the CDC Social Marketing – Nutrition and Physical
Activity module series. It has been adapted for
the Georgia Strategic Prevention System – Alcohol
Prevention Initiative. Other sources referenced will
be cited accordingly.
The examples used to illustrate the different
concepts covered in this training will include ATOD
as well as other public health issues.
4
5. Learning ObjectivesLearning Objectives
1. Participants will be able to distinguish
between social marketing and other
information dissemination approaches as
well as describe when and why to use
each approach.
2. Participants will be exposed to
examples of social marketing campaigns
used as an ES.
5
6. Seeking your help…Seeking your help…
Rosa: "Hello! I'm so
glad you'll be
giving me some
feedback on the
community
intervention we've
been trying to put
together.
Meet Rosa6
8. What’s Your Motivation?What’s Your Motivation?
Review the list of risk-taking behaviors
Make a mental note of at least one risky behavior that
may have the most serious potential consequences on
your health and well-being. DO NOT REVEAL
With the identified health risk in mind, everyone will
stand as I proceed to motivate you to change your
behavior.
Process the activity
Activity
Activity adapted from the CDC Fundamentals of HIV Prevention Counseling Training Curriculum
8
9. Here is a list of common risk-taking behaviors:
Smoking cigarettes
Using alcohol or other substances unwisely
Driving more than 15 miles per hour above the speed
limit
Driving without a seat belt
Talking on the cell phone while driving
Text messaging or sending an email while driving
Being more than 25lbs overweight
Failing to engage in cardiovascular exercise three times
a week for at least 20 minutes per session
Failing to conduct regular breast exams
Being late for a Pap smear, mammogram, or prostate
screening
Failing to follow medical advice
Riding a bicycle or motorcycle without a helmet
Eating a high sodium diet
Activity9
10. Define Social MarketingSocial Marketing
“the application of commercial
marketing technologies to the analysis,
planning, execution, and evaluation of
programs designed to influence voluntary
behavior of target audiences in order to
improve their personal welfare and that of
society.”
10
11. Tenets of Social MarketingTenets of Social Marketing
1) a well-defined audience;
2) a clear call to action; and
3) measurable objectives.
11
SAMHSA - http://www.samhsa.gov/children/value-social.asp
12. Social Marketing…Social Marketing…
Sells a behavior change to a targeted
group of individuals by asking them to--
-Accept a new behavior
-Reject a potential behavior
-Modify a current behavior
-Abandon an old behavior
12
13. Social Marketing…Social Marketing…
Can be thought as:
Systematic and
strategic planning
process
Social and behavior
change strategy
Mindset for
addressing problems
Is not:
Just advertising or
communication
A media campaign
Reaching everyone
A fast process
A theory
13
14. A clever slogan/A clever slogan/
messaging strategymessaging strategy
14 Social Marketing is NOT
15. An Organizational AgendaAn Organizational Agenda
Image taken from the Florida Social Marketing Training slide set by Amnity Chandler
Social Marketing is NOT15
16. A Scare TacticA Scare Tactic
Image taken from the Florida Social Marketing Training slide set by Amnity Chandler
Social Marketing is NOT16
17. Define InformationInformation
DisseminationDissemination
According to CSAP,
“information disseminated is information
about the nature and prevalence of
substance abuse and addiction and the
psychological and social effects of substance
abuse.”
Understanding Substance Abuse Prevention – Toward the 21st
Century: A Primer on Effective Programs, pp.58-59
17
18. When to Use…?When to Use…?
Social
Marketing
Voluntary (not
coerced)
Behavior change
(not increasing
awareness or
knowledge)
Influence
environmental and
policy change
WITH TARGET
AUDIENCE
Information
Dissemination
Raise awareness
Increase
knowledge
Change attitudes
about a particular
issue (i.e. substance
abuse)
COMMUNITY
READINESS
18
19. You be the judge…You be the judge…
Based on the definitions discussed,
determine which are considered:
Social Marketing
Information Dissemination
Activity19
23. Seeking your help…Seeking your help…
Review Scenario 1 in
your Participant
Workbook.
At your table, discuss
the four possible
responses as group.
Determine which
response(s) are
considered good or
poor advice.
Which would you
select?
Scenario 123
24. 24
Feedback:
1. This would be good advice. Showing that social marketing
can be effective is an important selling point. Also, an effective
program could lead to additional funding.
2. This would be good advice. Instead of increasing knowledge
or awareness, social marketing attempts to change behavior,
which has more of an effect on the health status of the target
audience.
3. This would be poor advice. Social marketing can still be used
effectively on a small budget. And, much of the work in early
phases requires staff time and work, not necessarily a budget
to get started.
4. This would be good advice. If Dr. Richards will allow you to
spend some additional time planning this program, the
program will likely have better results.
25. What Makes SocialWhat Makes Social
Marketing Different?Marketing Different?
The Six Core Elements
25
26. Key Terms used in SocialKey Terms used in Social
MarketingMarketing
Primary target audience -
A group of individuals
whose behavior needs to
change to positively
impact the problem.
Secondary audience -
Individuals who exert
influence on the primary
target audience's
behavior.
Formative research –
Research conducted at
onset to help you
describe, understand,
and determine the best
way to influence
behavior change.
Behavioral objective – A
measurable description
of the specific behavior
you want the target
audience to change.
Intervention strategy - A
guiding plan of action for
the social marketing
program.
26
28. Who Is Your Audience?Who Is Your Audience?
Read each scenario below. Pair up with someone to
determine:
•The behavior that you are trying to influence
•The possible primary audience
•The potential secondary audience?
Activity28
29. Who Is Your Audience?Who Is Your Audience?
SCENARIO Behavior Primary
Audience
Potential
Secondary
Audience
EXAMPLE
Want children to get more physical
activity by walking to school each day.
Lack of physical
activity
Children Parents
1. Trying to get the school board to
adopt an alcohol prevention
curriculum for all 9th
graders.
2. Trying to get the city council to pass
legislation on a social host liability bill.
3. Trying to get law enforcement to
increase sobriety checkpoints.
Read each scenario below. Pair up with someone to
determine:
•The behavior that you are trying to influence
•The possible primary audience
•The potential secondary audience?
Primary - a group of individuals whose behavior needs to
change to positively impact the problem.
Secondary - individuals who exert influence on the primary
target audience's behavior.
30. Audience OrientationAudience Orientation
Created from the
perspective of the
audience
Needs assessment
data will be a
good starting point
Entails taking the
time to learn what
your audience:
Knows
Believes
Does
If you think you
know, must be
willing to test your
assumptions.
Core 1
30
31. Audience SegmentationAudience Segmentation
Core 2
Research shows that audience
segmentation is the key to being
strategic.
One message does not apply to all
audiences!
A 9 yo is not the same as a 13 yo
and 13yo is not a 17 yo
Underage drinkers differ from
drinkers of legal age (i.e. 18-25)
A parent of a 5th
grader is not a
parent of a 12th
grader
Race/ethnicity and gender are
also important considerations
when for segmentation.
31
32. Seeking your help…Seeking your help…
Review Scenario 2 in
your Participant
Workbook.
At your table, discuss
the four possible
responses as group.
Determine which
response(s) are
considered good or
poor advice.
Which would you
select?
Scenario 232
33. 33
Feedback:
1. This would be poor advice. While Rosa’s department may have a
lot of information about the population’s behaviors, they don’t
have any information about what specific audience groups know
and believe. A successful program must be built around the
audience’s needs and wants, not the expert’s.
2. This would be good advice. It’s crucial to test the ’why’
assumptions with your target audience before you start planning.
3. This would be good advice. The more specific you can get with
your audience, the more likely your program will address their
particular needs (and therefore help to change their behaviors).
4. This would be poor advice. Even with more money to reach a
broader audience, you’re still less likely to be successful than if you
target your program to a specific group. Trying to blanket a large
population with the same message is not likely to be effective.
34. Influencing BehaviorInfluencing Behavior
The goal of social marketing is to
influence behavior:
To do this, you will need to understand:
Current behaviors of your audience
Ideal behaviors
Reasonable steps to move the audience
What determines their behavior?
Core 3
34
35. • Research shows that only a percentage of the target audience will
be ready to act. Therefore be realistic in your expectations.1
• Sometimes its necessary to ask participants to make smaller changes
that will lead to them to adopt the ideal behavior.
EXAMPLEEXAMPLE
Current Behavior: Drinks approximately 5
beers per day
Recommended behavior: Drink two or fewer
drinks per day
Possible behavior change: Reduce one beer
per day (immediate behavior change that
will move the audience toward the ideal
behavior.)The Basics of Social Marketing by Turning Point
35
36. Name the ChangeName the Change
Directions: Read each message below. Decide
what type of behavior change is being promoted.
Activity36
37. Name the ChangeName the Change
Accept a New Behavior
Reject a Potential Behavior
Message Type of Behavior Change
1. Exercise to prevent heart disease.
2. Drink > 8 Glasses of Water Daily .
3. Don’t text and drive.
4. Fasten your seat belt before starting the
car.
5. Eat more fruit & veggies.
6. Get a mammogram.
7. Pull over to talk on your cell phone.
8. Don’t liter.
9. Take the steps instead of the elevator.
10. Stop putting salt on your French Fries.
Modify a Current Behavior
Abandon an Old Behavior
38. CompetitionCompetition
“The behaviors and related benefits that
the target audience is accustomed to—or
may prefer—to the behavior you are
promoting.”
Why does the audience prefer the
competing behavior over the behavior you
want to promote?
Does the environment support your
behavior or the competition?
Core 4
38
http://www.youtube.com/watch?v=pfxB5ut-
KTs#aid=P70vCdbHtaA
39. ExchangeExchange
Every choice, entails an exchange—give up or do
something in return for something else.
Increase the
perceived benefits
of the target
behavior and
minimize its costs.
Increase the
perceived costs of
the competing
behaviors and
minimize their
benefits.
Core 5
39
40. Exchange Example –Exchange Example –
Get an HIV Antibody TestingGet an HIV Antibody Testing
You Give Me (Cost)
20 minutes
Embarrassment
Discomfort
You Get (Exchange) -
PEACE
P – protect yourself and
others
E – equipped to make
wiser decisions in your
intimate relationships
A – act responsibly
C – conquer the fear of
the unknown
E – empowered to take
control of your health
and your destinyExample pulled from Ladies First HIV Faith-based
Prevention Curriculum
40
41. Seeking your help…Seeking your help…
Review Scenario 3 in
your Participant
Workbook.
At your table, discuss
the four possible
responses as group.
Determine which
response(s) are
considered good or
poor advice.
Which would you
select?
Scenario 341
42. 42
Feedback:
1. This would be poor advice. People can be overwhelmed if
asked to make changes that are not feasible for them. Asking
them to do the gold standard might turn them off altogether.
2. This would be poor advice. While behavioral change is the
first–and ultimate–goal, it is most likely to be achieved step-by-
step through smaller, incremental goals.
3. This would be good advice. A readily achieved result will give
your audience positive reinforcement and put you in a position
to make more changes that will eventually lead to the ultimate
health goal.
4. This would be good advice. By appealing to literature and
evidence, you have a stronger case for supporting small
behavior changes.
44. Four P’s of Marketing
Product – Desired behavior you are asking your
audience to do.
Product also entails the benefits, services, and
tangible items that will result in the target
audience adopting the desired behavior.
44
45. Four P’s of Marketing
Price = Cost or barriers to adopting the behavior.
Cost includes financial, emotional, psychological,
and time.
Social marketing seeks to:
Minimize or reduce the barriers OR
Increase the cost of the competing behavior
45
46. Four P’s of Marketing
Place includes where and when the audience:
Performs the desired behavior, therefore likely to act
Will access the product or services
Located or gathers
Thinks or hears about the health issue or behavior
46
47. Four P’s of Marketing
Promotion stands for communication messages,
materials, channels and activities that will
effectively reach your audience.
Florida Social Marketing Training by Amnity Chandler
Promote in a manner that:
•is memorable
•stands-out from competing messages
•is repeated again, and again, and again
•has a “call to action”
•respects culture
•is in a place and at a time they will notice
47
48. Seeking your help…Seeking your help…
Review Scenario 4 in
your Participant
Workbook.
At your table, discuss
the four possible
responses as group.
Determine which
response(s) are
considered good or
poor advice.
Which would you
select?
Scenario 448
49. 49
Feedback:
1. This would be poor advice. Just communicating
all the facts may expose more people to the
information, but it won’t achieve the desired results.
2. This would be poor advice. You don’t know
whether the audience cares about these benefits
or not. You should promote the benefits that they
care about, not the ones that you are most
concerned about.
3. This would be good advice. Using an audience
mindset to identify benefits to promote is a
sign that you’re thinking like a social marketer!
51. The Importance of FormativeThe Importance of Formative
ResearchResearch
Formative research is necessary to
help you better understand your
audience to strategically create a
intervention plan to support
behavior change.
Make decisions with an audience-
focused mindset.
Refine your social marketing plan
to ensure success of your program.
CDC Social Marketing – Phase 2: Formative Research
51
52. Formative Research can beFormative Research can be
used to understand…used to understand…
What determines their
behavior?
What are the barriers
to change?
What would make it
easier to adopt a
behavior?
What will motivate
change?
Where/When might
people think about our
issue/problem?
Where might they be
in right frame of mind?
Where/When can we
put information or
service?
Where does our
audience already
gather?
52
53. Formative ResearchFormative Research
ConsiderationsConsiderations
Message Testing
Focus groups – Do your friends XXX? What
affects your decision to XXX?
Intercept interviews – Have you seen this
ad? Is this message believable?
Questionnaires – Any form of questions
Readability testing – for reading level skills
Florida Social Marketing Training slide set by Amnity Chandler
53
55. 55
Image taken from SAMHSA System of Care Expansion Planning: Core Value Tip Sheet: Social Marketing
56. Six Phases
1. Problem description
2. Formative research
3. Strategy development
4. Intervention design
5. Evaluation
6. implementation
The first 5 phases
involve:
•Design & creation of
the intervention plan
•Design of the
evaluation
56
57. Engage your CPAWEngage your CPAW
The recommended skill sets best suited for
a social marketing team parallel with the
make up of your CPAW:
Research design and analysis
Epidemiology
Behavior theory
Program planning
Evaluation
57
61. Helpful ResourcesHelpful Resources
For a more in depth look at each the six phases and to follow Rosa’s process,
please view the remaining CDC modules. On this site, you will find a plethora
of other useful social marketing resources as well.
http://www.cdc.gov/nccdphp/dnpa/socialmarketing/training/resources.htm
Article regarding the 1% or Less Campaign
http://www.ncbi.nlm.nih.gov/pubmed/9769765
Article specific to social marketing campaigns that address various public
health topics
http://www.princeton.edu/futureofchildren/publications/docs/18_01_08.pdf
Not a minor problem Toolkit
http://www.oasas.ny.gov/ud/OASAS_TOOLKIT/instructions.htm
Most of Us – Positive Social Norms - http://www.mostofus.org/about-us/what-
is-the-positive-community-norms-framework/
Be The Wall
http://www.bethewall.org/#/HOME/
Underage Drinking – Case Study: Whose Kid Is It? – Danvers CARES – Engaging
Parents
http://www.danverscares.org/downloads/SocialMarkeing_CaseStudy_CADCA20
11.pdf
61
Editor's Notes
The CDC social marketing training has a case study threaded throughout each module. In like fashion, I have integrated the case study here as well. Throughout the training you will be asked to provide advice in response to questions or concerns raised by Rosa.
CNN reported on a study conducted at John Hopkins that if you have a 60% chance of dying within 10 years if you continue doing this behavior. CDC just broke news that there have been several new incidents of death in the past year for this behavior. If you do not discontinue this behavior, you will surely die with in 5 years. According the WHO, this behavior has reached epidemic proportions. You must discontinue this behavior---with no backsliding---otherwise your life expectancy is no longer than 1 year.
CNN reported on a study conducted at John Hopkins that if you have a 60% chance of dying within 10 years if you continue doing this behavior. CDC just broke news that there have been rise in the new incidents of death in the past year for this behavior. If you do not discontinue this behavior, you will surely die with in 5 years. According the WHO, this behavior has reached epidemic proportions. You must discontinue this behavior---with no backsliding---otherwise your life expectancy is no longer than 1 year. For those who sat, what motivated you to change your behavior (sit)? For those who remained standing, were you motivated to change your behavior Sometimes, knowing better does not always lead to doing better.
There are two schools of thought regarding the effectiveness of fear appeal. An appeal that only attempts to increase your perception of the severity and/or susceptibility is less effective (as in the example above). In contrast, a fear appeal that speaks to both, the perceived severity/susceptibility and has high self-efficacy is more effective (i.e. The bed with tons of other partners--- which is more effective---Unprotected sex is dangerous vs. Using a condom is safer?)
Information dissemination is one of the CSAP 6 prevention strategies.
Information dissemination, in and of itself, is not social marketing. However, social marketing often includes aspects of information dissemination. In fact, information dissemination is often necessary to prime communities for behavior change. Show of hands for different Readiness score: 2-denial/resistance 4-vague awareness 4-preplanning 5-preparation 6-initation Most of you (as providers) have been tilling the land by raising awareness in your high risk communities about the issues related to your goal. This primer will be useful as you encourage the community to go to the next level which is to TAKE ACTION.
Feedback: 1. This would be good advice . Showing that social marketing can be effective is an important selling point. Also, an effective program could lead to additional funding. 2. This would be good advice . Instead of increasing knowledge or awareness, social marketing attempts to change behavior, which has more of an effect on the health status of the target audience. 3. This would be poor advice . Social marketing can still be used effectively on a small budget. And, much of the work in early phases requires staff time and work, not necessarily a budget to get started. 4. This would be good advice . If Dr. Richards will allow you to spend some additional time planning this program, the program will likely have better results.
Primary target audience: Also called target audiences, a group of individuals whose behavior needs to change to positively impact the problem. They could be directly affected by the problem themselves, or those who can make policy or environmental changes (i.e., voting behavior, approval of policies). Secondary audience: A group of individuals who exert influence on the primary target audience's behavior . Formative research : Research conducted during the development of your program to help you choose and describe a target audience, understand the factors which influence their behavior, and determine best ways to reach them. Also called formative assessment, market research, consumer research, or audience research. Behavioral objective: A written description of the aim or goal you have for the specific behavior you want the target audience to take. It should be a clear, specific, measurable, and feasible action. Intervention strategy: A guiding plan of action for the social marketing program. The intervention strategy (also called market strategy) encompasses Specific target audience segment(s). Specific behavior change goal. Benefits of the desired behavior to promote. Costs and barriers to behavior change that will be minimized. The marketing mix (product, price, place, and promotion). Activities that will influence or support behavior change.
Sometimes determining who the primary and secondary audience can be somewhat confusing. Typically if you are trying to change the behavior of youth, you will need to intervene with the parties who can influence the behavior of youth. Let’s look at the examples in your workbook. Consider the behavior and the potential audiences.
“ upstream” social marketing refers to efforts that seeks to change the environment or policies (i.e. vote a certain way, make a policy change, draft legislation) Examples Scenario 1 – influence delayed onset of alcohol; potential audience – 9 th graders – secondary school board. Alternative – behavior is to get the school board to adopt the prevention curriculum (refer to Early Choices); audience – school board; secondary – parents Scenario 2 – influence voting practices; reduce underage access to alcohol at parties; audience – city council; second – constituents, parents, etc. Scenario 3 – influence law enforcement practices (more sobriety check points to reduce drinking and driving); audience – law enforcement; second – MADD, SADD
Audience segmentation can also be considered as homogenous subgroups---grouping people with strong similarities together. Heterogeneous groups tend to be diverse. There is a challenge when trying to create a message for diverse groups (bring in the bullets)
Feedback: 1. This would be poor advice . While Rosa’s department may have a lot of information about the population’s behaviors, they don’t have any information about what specific audience groups know and believe. A successful program must be built around the audience’s needs and wants, not the expert’s. 2. This would be good advice . It’s crucial to test the ’why’ assumptions with your target audience before you start planning. 3. This would be good advice . The more specific you can get with your audience, the more likely your program will address their particular needs (and therefore help to change their behaviors). 4. This would be poor advice . Even with more money to reach a broader audience, you’re still less likely to be successful than if you target your program to a specific group. Trying to blanket a large population with the same message is not likely to be effective.
Ask group to give examples of what they learned from the NA about their high need communities.
For many involved in prevention, the discussion about promoting gradual behavior change, otherwise known as harm reduction is uncomfortable. Yet, as we can see from the personal risk behavior activity, it can/may be difficult to expect an absolute change from a particular risk behavior.
Example – You are trying to get people to drink water and to reduce soda intake---- what are the competing behaviors to drinking water?
Seek examples from a few volunteers Perceived Benefits – good for your health; good for your body, skin, etc--- Perceived Costs – Soft drinks/sodas are more expensive; may increase weight gain or acne; etc
Feedback: 1. This would be poor advice . People can be overwhelmed if asked to make changes that are not feasible for them. Asking them to do the gold standard might turn them off altogether. 2. This would be poor advice . While behavioral change is the first–and ultimate–goal, it is most likely to be achieved step-by-step through smaller, incremental goals. 3. This would be good advice . A readily achieved result will give your audience positive reinforcement and put you in a position to make more changes that will eventually lead to the ultimate health goal 4. This would be good advice . By appealing to literature and evidence, you have a stronger case for supporting small behavior changes.
The 4 P’s together create the exchange offered to the target audience.
Talk about Ninetindo and the Wii
Financial – monetary Emotional – embarrassment Psychological – embarrassment Time relate – takes additional time to do
Financial – monetary Emotional – embarrassment Psychological – embarrassment Time relate – takes additional time to do
If time permits, have the participants use a newsprint to process and think about the marketing mix for reducing access to alcohol for underage youth.
Feedback: 1. This would be poor advice . Just communicating all the facts may expose more people to the information, but it won’t achieve the desired results. 2. This would be poor advice . You don’t know whether the audience cares about these benefits or not. You should promote the benefits that they care about, not the ones that you are most concerned about. 3. This would be good advice . Using an audience mindset to identify benefits to promote is a sign that you’re thinking like a social marketer!
Other resources that you can engage in this process are university students.
What is the goal? What are the IV? What are the CFs? Thoughts about the cost factor?