1. Marketing for Prevention: “Getting the Message” Presented by Camille L. Lashlee, M.A. Prevention Services Manager

2. Marketing 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!!!

3. Marketing for Prevention: “Getting the Message” ~ STORY ~

4. Social 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

5. Social 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

6. Social 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

7. Social Marketing promotes –Ideas –Attitudes –Behaviors a strategic tool in the field of substance abuse prevention.

8. Social Marketing a process emphasizes learning what people want and need based in respectful dialogue with the audience / not prepared messages

9. Social Marketing The 4 ‘P’s Product Price Placement Promotion

10. Social Marketing 3 Additional ‘P’s Partnering - leverage Policy - sustainability Politics - understanding

11. Social Marketing Activity 1

12. Successful Marketing ~ Discuss Activity 1 ~

13. Successful Marketing effective communications brand-specific generic educational campaigns use a mix of strategies and

14. Successful Marketing Effective Communications are KEY!! People oriented Credible spokesperson Clear - Direct - Simple

15. Successful Marketing Attributes Meets a ‘business’ objective Supports Community Goals Encourage Interaction

16. Successful Marketing Attributes Utilize Media Foster self-expression or communication Offer a satisfying User Experience Provide longer term utility

17. Successful Marketing Enhance Value as Community participants Integration with other activities Maintain agility during the campaign Company Participation

18. ~ BREAK ~

19. Marketing Plan Develop a LOGIC Model Use a 6 step plan Utilize SMART objectives

20. Marketing Plan LOGIC Model Audience Behavior Determinants Strategies

21. Marketing Plan 6 Step Plan Step 1 - Get Started Define Research Step 2 – Plan & Develop Your Strategy Identify audience Set goals & objectives

22. Marketing Plan SMART Objectives  Specific  Measurable  Achievable  Realistic  Time-Bound

23. Marketing Plan 6 Step Plan Step 3 - Develop Materials And Activities Message Activities to communicate Step 4 - Write A Communications Plan Manageable time-frame Road Map!

24. Marketing Plan 6 Step Plan Step 5 - Implement The Plan Just do it!! Review & Revise if needed Step 6 - Measure Your Results Detailed assessment Weak & Strong points

25. Marketing Plan Activity 2

26. Marketing Plan Barriers Permission Budget Time Agency Commitments Knowledge or skills Leaves some people out Not ‘Real Science’

27. Marketing Plan Tips Use existing data Use a planning model to make decisions Determine weaknesses & strengths What did others learn? Segment the Audience Research!!!

28. Evaluation WHY? Vested stakeholders Improve project credibility Determine progress Determine appropriateness of ‘match’ Provide evidence Determine efficiency

29. Evaluation How When Where Who

30. Evaluation ~ Handout ~

31. Resources Social Marketing Institute 1825 Connecticut Avenue NW Suite S-852 Washington, DC 20009 www.social-marketing.org Center for Media Literacy 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

32. Resources Society for Public Health Education 10 G Street, NE, Suite 605 Washington, DC 20002-4242 www.sophe.org CDC National Center for health Marketing www.cdc.gov/healthmarketing Social Marketing Quarterly (SMQ) www.socialmarketingquarterly.com

34. Questions?

35. 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