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

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!!!

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

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

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

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

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

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

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

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

Social Marketing Activity 1

Successful Marketing ~ Discuss Activity 1 ~

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

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

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

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

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

~ BREAK ~

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

Marketing Plan LOGIC Model Audience Behavior Determinants Strategies

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

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

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!

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

Marketing Plan Activity 2

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

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

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

Evaluation How When Where Who

Evaluation ~ Handout ~

Resources Social Marketing Institute 1825 Connecticut Avenue NW Suite S-852 Washington, DC Center for Media Literacy Center for Media Literacy 4727 Wilshire Blvd., Suite 403 Los Angeles, CA 90010, USA. Tel: , Fax: (213)

Resources Society for Public Health Education 10 G Street, NE, Suite 605 Washington, DC CDC National Center for health Marketing Social Marketing Quarterly (SMQ)

Questions?

THANK YOU!! Camille L. Lashlee, M.A. Prevention Services Coordinator P. O. Box 428 Erin, TN (F)