Working for a healthier and safer North Carolina Doing Good Next Week & Next Year: Using Marketing for Program Sustainability Healthy Carolinians Conference Greensboro, NC October 9, 2008 Mike Newton-Ward, MSW, MPH

Real Life Audience Research 1.What brought you here today? 2.Sustainabilitywhat are your successes and trouble spots? 3.What are your experiences with marketing? 4.What do you think of when you hear marketing?

Working for a healthier and safer North Carolina Sustainability Through Marketing Lens Marketing Mission Behavior Audiences Barriers Benefits Sustainability Impact Funding Membership & Partnerships Promotion Scanning the environment

Working for a healthier and safer North Carolina Your Mission & Goals You cant have a marketing plan without an overall plan! ALL activities should support your overall mission & goals!

Working for a healthier and safer North Carolina Your Partnerships Mission Statement Do you know what it is? Write it down. What is working well to live it out? What is not working well?

Working for a healthier and safer North Carolina What is Your BHAG?!

Working for a healthier and safer North Carolina Its ALL About Behavior! Join your partnership Donate funds Provide a free meeting space Find a model policy Share their statistics Present to the county commissioners Write a letter to the editor Lick envelopes Come to the meetings!

Working for a healthier and safer North Carolina WHO Needs to Do It? Your Audiences Hospital staff? Concerned citizens? DSS? School board? Affected citizens? Faith communities? Civic organizations? Others?

Working for a healthier and safer North Carolina Your Partnership: WHO Needs to Do WHAT? Behavior Audience

Working for a healthier and safer North Carolina Why Do People Do What They Do?! Benefits vs. Barriers!

Working for a healthier and safer North Carolina Your Audiences: Some Things to Remember One size fits all = throwing spaghetti on the refrigerator! People differ Organizations differ -What is important to them? -What motivates them? -What are their concerns? -What is their mission? Your audiences are like fruits!

Working for a healthier and safer North Carolina Traditional Approach: Do the same thing for everyone, target the general public. That sounds great! When and where? You are doing X. Our mission really is to do Y and Z. Last time we got offered resources, we never knew what happened. Our staff and funding just got slashed! Adapted from Jenny Kohr, CDC Example: Ask another organization to join your partnership.

Working for a healthier and safer North Carolina Approach: Find out about their mission. Look for ways your effort can help theirs. Segmentation Approach: Breaks people into homogeneous groups and tailors programs and messages to each group Approach: Acknowledge bad experience. Describe how you are good with follow-up. Approach: Focus on other organizations. Offer to keep them in the loop. You are doing X. Our mission really is to do Y and Z. Last time we got offered resources, we never knew what happened. That sounds great! When and where? Our staff and funding just got slashed! Adapted from Jenny Kohr, CDC Approach: Thank them, sign them up, and honor them publicly!

Working for a healthier and safer North Carolina Your Audiences: What You Know Audience Barriers Benefits

Working for a healthier and safer North Carolina Need More Audience Information? No Problem! Simplified Elicitation Methodology For Behavior X: 1. What makes doing X easier? What makes doing X harder? 2. What are the good things that happen when you do X? What are the bad things that happen? 3. Who would approve of your doing X? Who would not approve?

Working for a healthier and safer North Carolina Pulling it All Together! Impacting Audience Behavior Decrease the Barriers Offer Benefits Increase Facilitators Make it Fun, Easy & Popular!

BEHAVE Framework TARGET AUDIENCE ACTION ACTIVITIES 1 Know exactly who your audience is and look at everything from their point of view. 2 Your bottom line: the audiences action is what counts. 3 People take action when it benefits them. Barriers keep them from acting. 4 All your activities should maximize the benefits and minimize the barriers that matter to the target audience. Base decisions on evidence and keep checking in. A specific target audience Take a specific, observable action under certain conditions Who? What? What determines that action Activities aimed at the behavioral determinants to: In order to help: through: Why?How? DETERMINANTS we will focus on:

Working for a healthier and safer North Carolina Wait! What Happened to the Messages and the Promotions?!

Working for a healthier and safer North Carolina Warning! Messages Alone Marketing!

Working for a healthier and safer North Carolina

Got Behavior Change?

Working for a healthier and safer North Carolina Messages and Promotions Dont think media first!

Working for a healthier and safer North Carolina Messages and Promotions Then think message, then channel. Start with your audience first!

Working for a healthier and safer North Carolina Messages and Promotions Work with professionals.

Working for a healthier and safer North Carolina Messages and Promotions Best Practices Presenting information in a way 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 uses media they attend to

Real Life Audience Research Questions?

Working for a healthier and safer North Carolina Healthy Carolinians Partnerships: Special Considerations Using your Community Assessment How do you differentiate yourselves from the health department, the hospital, other health providers?

Working for a healthier and safer North Carolina Sustainability Impact Funding Membership & Partnerships Promotion Scanning the environment

Working for a healthier and safer North Carolina Foundations Businesses Partners and stakeholders Marketing and media agencies Government sources Any others? Funding Sources

Working for a healthier and safer North Carolina Going for the Ask YourNeedsTheirGoals

Working for a healthier and safer North Carolina Use a Marketing Approach! Consider funders as a target audience Get to know their needs, wants, goals - any common interests? What are benefits and concerns for them about our proposal?

Working for a healthier and safer North Carolina Use a Marketing Approach! How does our audience of interest relate to their mission and goal? Which pitch works best? - facts and figures? - Human interest stories?

Working for a healthier and safer North Carolina Articulate: - value to funder - benefit to the audience Address funder concerns and barriers Ensure a smooth administrative process (make it easy for them to support you) Provide assurance of measurable outcomes (let them know what happens) Use a Marketing Approach!

Working for a healthier and safer North Carolina Got a Shoestring Budget? Use college or high school students, or academic departments Ask for freebies, in-kind donations (for recognition, tax write-off, because company will contribute to making a difference) Use initial price quote as starting point, and negotiate down Use existing research/creative materials; modify materials

Working for a healthier and safer North Carolina Sustainability: Impact Successes Trouble Spots Behavior Audience Barrier/Benefit Remedial Action

Working for a healthier and safer North Carolina Sustainability: Funding Successes Trouble Spots Behavior Audience Barrier/Benefit Remedial Action

Working for a healthier and safer North Carolina Sustainability: Membership/Partnerships Successes Trouble Spots Behavior Audience Barrier/Benefit Remedial Action

Working for a healthier and safer North Carolina Sustainability: Promotion Successes Trouble Spots Behavior Audience Barrier/Benefit Remedial Action

Working for a healthier and safer North Carolina Sustainability: Scanning the Environment Successes Trouble Spots Behavior Audience Barrier/Benefit Remedial Action

Working for a healthier and safer North Carolina Remember! Marketing Mission Behavior Audiences Barriers Benefits Sustainability Impact Funding Membership & Partnerships Promotion Scanning the environment

Working for a healthier and safer North Carolina Contact Information Mike Newton-Ward, MSW, MPH Social Marketing Consultant NC Division of Public Health 1915 MSC Raleigh, NC