Civic Engagement using Social Marketing and Social Media Holly Nevarez Associate Professor Department of Health & Community Services California State University, Chico

What social media outlets do you use?

The class Health Education Planning: Theory and Practice (HCSV 471) – Health Science with an option in Health Education students – Senior level competency course – Objective: for students to understand program planning theories

The Project – picking a topic As a class an agency/topic is selected through a democratic process – Internships – Volunteerism – Other Instructor contacts agency

The Project - creating marketing materials

Videos Goal: to increase voluntary behavior The Project - creating marketing materials

not all videos are sad

The Project – student assignment Each student creates their own social marketing campaign – Goals & objectives – 4 P’s of marketing – Program plan Identify their social market Identify their market segmentations Create a timeline/calendar for implementation

Implementation Create facebook page

Process Evaluation

Evaluation – students Identify needs of a target population. Evaluate their program plan – Meet goal & objectives? – Follow program plan? – Evaluate segment populations Identify key messages that interest and motivate others. Achieve measurable results. Use of text and images to convey persuasive information Persistence in a task over many weeks.

Evaluation – Agency Increase awareness of the services provided by the local non-profit organization. Increased awareness of the needs of the organizations target population. Increased donations.

Evaluation - Instructor Teach social marketing as a program planning theory. Provide students with a civic engagement opportunity. Meet a previously unmet need in the community.

Other ideas School supplies for the Boys & Girls Club Ponchos for the homeless Hygiene products for the homeless Baby items & Christmas gifts for the Teenage Pregnancy & Parenting Program Organ Donor Registration Clothes for the Rape Crisis Center Socks for the homeless