Presentation on theme: "Social Marketing: Let the Audience Drive Your Communication Strategy"— Presentation transcript:
1 Social Marketing: Let the Audience Drive Your Communication Strategy Julia Galdo, Managing Director,Public CommunicationAmerican Institutes for ResearchJune 30, 2009Not for profit organizationConducts and applies behavioral and social science research to improve people’s lives and well being, with a special emphasis on the disadvantagedFocus of work is in education, health and the workplace
2 Social MarketingApplies the techniques of commercial marketing to influence behavior change that benefits the target audience.
3 AIR’s Support Role in the RTL Outreach Grant Apply the principles of social marketing to reach RTL familiesConduct and analyze audience, market, message and materials researchPlan and implement RTL marketing and community engagement activities in 20 RTL markets
4 Examine Progress & Assess Results Reaching RTL Families and CaregiversImplement Marketing & Community EngagementUnderstand the Target AudienceLearn How to Communicate With This AudienceExamine Progress & Assess ResultsShare SuccessModelsFormative ResearchMessage DevelopmentChannel Selectionand DistributionAudience SurveysModel Development
5 Formative Research Environmental scan Interviews: national organizationsInterviews: community organizationsRTL Families Analysis based on PRIZM segmentationFocus groups with RTL familiesIn-home interviews and observations of RTL familiesInterviews with PBS station granteesAIR spent the first 18 months of this grant learning as much as we could about the target audience, the literacy and community organizations (nationally and locally) who already reach the target audience and what/how PBS stations who have received RTL grants are doing in their communities or what their needs are for technical assistance support.Research involved focus groups, in-home observations, audience analysis, meetings with stations and local partners, in-depth interviews with literacy/Title I community-based organizations in local markets and a national environmental scan.
6 Formative Research Current brand and position of RTL Distribution and communication infrastructurePotential partnerships & resourcesIdentify and understand:RTL families and caregiversMarketplace of literacy initiatives and services to RTL familiesUsed to inform:Message and materials developmentDesign and execution of a 360º marketing mix approach that became the basis for building local surround sound marketing effortsShared with:Producers and program managers to help in the development of other RTL products such as educational programs and DVDsToday focusing on one aspect of this research -- what the research told us about out families and how to best communicate with them about helping their children get ready to read – communicate in a way that was relevant to them and their lives.
7 PRIZM Analysis Geographically-based Zip codes Segments, built on zip +4Demographic information (education, income, race, ethnicity, size of household, and more)Lifestyle and psychographic information (typical activities, where shop, product usage, use of media and more)Introduced the PRIZM strategy to CPB very early on in our work as a means of helping all of us really understand the target audience across TRL markets in a systematic way.Defining RTL Families for Outreach:Under the Federal Poverty GuidelinesHas at least one child under 6The Dept of Ed client believes this is the first time this type audience segmentation analysis has been used in a national education campaign.
8 Target Audience: Eight PRIZM-NE Segments Eight PRIZM-NE segments where identified as having a high concentration of RTL familiesRTL New BeginningsMulti-Culti MosaicFamily ThriftsBedrock AmericaBig City BluesLow Rise LivingShotguns and Pick UpsKid CountryThere are 66 population lifestyle segments identified across the US. Identifying these eight segments gave us a systematic framework for helping the PBS stations understand the target markets in each of their own communities – their target audiences’ attitudes, beliefs and consumers habits. Helped stations prioritize outreach and services – to reach them effectively, with messages and services that made sense to the audience.I
9 Low-Rise LivingThe most economically challenged urban segment, Low-Rise Living is known as a transient world for young, ethnically diverse singles and single parents. Home values are low--About half the national average--and even then less than a quarter of residents can afford to own real estate. Typically, the commercial base of Mom-and-Pop stores is struggling and in need of a renaissance.Big City BluesWith a population that's 50 percent Latino, Big City Blues has the highest concentration of Hispanic Americans in the nation. But it's also the multi-ethnic address for downscale Asian and African-American households occupying older inner-city apartments. Concentrated in a handful of major metropolitan areas, these young singles and single-parent families face enormous challenges: low incomes, uncertain jobs and modest educations. More than 40 percent haven't finished high school.
10 Big City Blues (San Antonio) Ethnic Diversity: With a population that’s 50 percent Latino, Big City Blues has the highest concentration of Hispanic Americans in the nationAge: <45Education: More than 40 percent haven’t finished high schoolUrbanicity: urbanMedian HH Income: $29,998Young singles and single-parent families face enormous challenges: low incomes, uncertain jobs and modest educations.For each station we gave them profiles for each segment that was idenitified in their community.
11 Number of RTL HH’s in zip code (each dot represents 10 RTL HH’s) PRIZM Geo Maps Created for Each RTL Zip Code CommunityNational City, CA 91950BaseTarget: RTL familiesZip codeTown/CityAll residentsin 91950Number of RTL HH’s in zip code (each dot represents 10 RTL HH’s)% Penetration91950National City, CA14,7577,19648.8TotalThe data gave stations a different lens to look at the community. Looking at where the concentration of neighborhood by geo mapping helped them to prioritize services and target outreach as well build partnerships.This zip code strategy allows stations to also to pilot engagement strategies and products to learn what is more effective before scaling more broadly.
12 Shopped in Last 3 Months (Number of adults per 100 HH’s)
13 91950 Zip Code Wal-Mart Locations 18 stores near :1. National City, CA Chula Vista (W), CA Chula Vista (S), CA San Diego, CA San Diego, CA Chula Vista (E), CA La Mesa, CA San Diego, CA El Cajon (C), CA San Diego, CA Santee, CA El Cajon, CA Poway, CA San Marcos, CA Vista, CA Oceanside, CA Oceanside, CA Oceanside, CA 92057Maybe stop, how are we doing? Any questions and then move on.
14 Focus GroupsFall 20068 focus groups in Baltimore, MD; Jackson, MS; Greenville, MS; San Antonio, TXTotal 64 participantsRecruited through Community Geo Mapping, Target Random Digit Dialing within designated ZIP Codes, local community sitesEligibility criteria:Communicate in English or SpanishIncome statusAgePrimary caregiver of one or more children between ages 2 and 8
15 In Home ObservationsAIR conducted 13 in-home interviews in Baltimore, MD, Jackson, MS, Greenville, MS; and San Antonio, TXThis qualitative research was used primarily to explore issues, perceptions and attitudes.Research provided more information about:the daily lives and challenges of RTL familiesthe role of consumer electronics children’s liveschildren’s favorite TV programming and charactersparticipants involvement in either reading to or doing other educational activities with their childrensupport structures that participants rely onplaces they often visit
16 Peggy’s StoryI have three kids. I love them to death. I wish I had more time to spend with them. When I get home, I just have time to make sure they do their homework and have some dinner. Then it is bath-time. They watch some TV and it is bed-time. We sometimes watch TV together but mostly the kids watch their own TV programs. I try to make sure that the stuff they watch on TV is not violent. My kids love Dora and Diego. The kids also play video games, plug and plays and on-line games.I have three kids. I love them to death. I wish I had more time to spend with them. When I get home, I just have time to make sure they do their homework and have some dinner. Then it is bath-time. They watch some TV and it is bed-time. We sometimes watch TV together but mostly the kids watch their own TV programs.I try to make sure that the stuff they watch on TV is not violent. My kids love Dora and Diego. The kids also play video games, plug and plays and on-line games.I know that the education is important and I try to do as much as I can to make sure they do their homework, but our schools are no good.My kids are at a Head Start program during the day and Boys and Girls club in the afternoon. There are a few programs in this area that help people like me.Kids spend a little bit of time playing on the computer. They go to Barbie, Nick Jr. and PBS kids sites. They use computers to do homework and play games as well. I think that this whole media stuff can be both good and bad. Sometimes it is hard to tell.On weekends, we go to the park and run some errands. For fun we go to McDonald’s and Pizza Hut. We also go to Wal-Mart and Dollar Store. Sometimes when I can I would get kids a toy or a DVD out of the sale bin.
17 Understand the Target Audience Key Findings:Most low income parents are focused on such basic family needs as food and shelter, reliable transportation, health care, child care and safety.Parents do not see teaching as their responsibility.Parents want better opportunities for their children to succeed in life (beyond school); free time to relax; fun and entertainment; and to be good parents.They have little time for being involved in their children’s activities or for spending quality time with them. However, they are willing to try activities with their kids if they could easily fit it into their schedules.
18 Understand the Target Audience Key Findings:Parents did not know that simple behaviors (rhyming and letter recognition games) can help their children get ready to read.Many parents do not read to their kids every day, because they do not have time, do not read well or cannot read English.Parental interaction primarily:Completing homeworkWatching adults/teen TVEating at fast food restaurantsShopping (often at) big box and “dollar type” stores
19 TRANSLATING THE RESEARCH INTO MESSAGES AND OUTREACH STRATEGY
20 Traditional Learning-to-Read Awareness Campaigns Previous RTL Grant Approach: View-Read-DoMessage audit revealed “inspirational” and “how-to” messagingInspirational: Communicate the importance of early reading skills to academic achievementHow-to: Provide practical tips for reading with childrenRead aloud to kids everyday.Read from a variety of children’s booksInspirational: Communicate the importance of early reading skills to academic achievementResearch shows that early learning opportunities can contribute to greater success for kids in school and is a result of adult interaction and guidance.Early literacy training builds a child’s skills and confidence before starting school.Early intervention is essential to establishing or improving reading skillsRead aloud to your kids everyday. Reading aloud with kids at home is the most important activity parents can do to help their kids develop as readers.What we are going to demonstrate today is how applying a audience focused, social marketing based approach to message development has moved us away from these traditional messages
21 RTL Key Messages“Any time is learning time.” Do simple, fun and easy things with your kids anywhere (while in the car and grocery stores)Direct your children to watch PBS shows that are not only fun and can help them get ready to read.Go to ReadyToLearnReading.orgDevelopment of campaign messages and the outreach strategy to the target audiences were based on this research, with efforts focused onhelping parents and caregivers identify and implement simple, fun behaviors that could be accomplished as part of everyday activities to help their young children become ready to read.Messages tied the recommended activities to helping children be ready to read and to be successful in life, rather than to be ready for school.
22 Perceived Benefits to Parents Children can be entertained and educated at the same time with little effort on behalf of the parents.Choosing RTL content for their children can make parents feel like better parents.By accessing RTL content parents give their children a leg up in life – helping them build a foundation for success and reach their potential.