D EVELOPING Y OUR S OCIAL M ARKETING P LAN March 10, 2015 SAMHSA S N - - PowerPoint PPT Presentation

March 10, 2015

DEVELOPING YOUR SOCIAL MARKETING PLAN

PRESIDENT’S “NOW IS THE TIME” PLAN

PROJECT AWARE SEA PROJECT AWARE LEA SAMHSA’S “NOW IS THE TIME” INITIATIVES HEALTHY TRANSITIONS

Closing background check loopholes to keep guns out of dangerous hands. Making schools safer. Banning military-style assault weapons and high-capacity magazines, and taking

• ther common-sense

steps to reduce gun violence. Increasing access to mental health services.

SAMHSA’S “NOW IS THE TIME” INITIATIVES

PRESENTERS

Jane Tobler, Director

Technical Assistance for The Caring for Every Child’s Mental Health Campaign

Lisa Rubenstein, Public Health Advisor

Center for Mental Health Services, SAMHSA

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OBJECTIVES

• Understand what social marketing

is and how it can benefit youth and young adults and their families in their communities

• Become familiar with the social

marketing process

• Be able to identify appropriate communications

goals, audiences, strategies, tactics, messages, and ways to evaluate efforts to effectively engage disconnected youth and young adults and promote and sustain behavioral health services for them

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OBJECTIVES

• Identify communications goals based upon your

program goals

• Identify one or two specific primary audiences for

your social marketing efforts

• Share examples of strategies that are appropriate for

these audiences

• Discuss successes and challenges in developing your

social marketing plans

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HEALTHY TRANSITIONS PROGRAM GOAL

Provide services and supports to youth 16 to 25 years old who have serious mental health conditions, co-occurring disorders, or are at risk for developing serious mental health conditions.

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WHAT IS SOCIAL MARKETING?

Social Marketing is a process…

• …that applies marketing principles and techniques to

create, communicate, and deliver value in order to influence behaviors that benefit society as well as the audience (Kotler, Lee, and Rothschild).

• …for creating, communicating, and delivering

benefits that an audience wants in exchange for audience behavior that benefits society without financial profit to the marketer (Smith).

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WHAT IS SOCIAL MEDIA?

Webster’s dictionary defines it as: “Forms of electronic communication (as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos).”

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SOCIAL MARKETING PLANNING PROCESS

GOAL AUDIENCE MESSAGE CHANNELS

ACTIVITIES, EVENTS, MATERIALS PRE-TESTING & IMPLEMENTATION EVALUATION AND MID-COURSE CORRECTIONS

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SOCIAL MARKETING: GOAL

Your social marketing plan goals should state desired outcomes for your communications efforts.

GOAL

AUDIENCE MESSAGE CHANNELS

ACTIVITIES, EVENTS, MATERIALS PRE-TESTING & IMPLEMENTATION EVALUATION AND MID-COURSE CORRECTIONS

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SOCIAL MARKETING: GOAL

• Answer the following questions to determine

your social marketing goals:

– What issue is most important to your program right now? – Who is most affected by this issue? – Who makes decisions about this issue? – How do your communications goals serve your program goals?

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SOCIAL MARKETING: AUDIENCE

Your audience is made up of individuals or groups within stakeholder communities that you need to engage to reach program goals.

GOAL

AUDIENCE

MESSAGE CHANNELS

ACTIVITIES, EVENTS, MATERIALS PRE-TESTING & IMPLEMENTATION EVALUATION AND MID-COURSE CORRECTIONS

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SOCIAL MARKETING: AUDIENCE

Secondary audience

• Those who are also affected by the success of your

program goals Other sources of support

• Partners, advisors, and board members

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WHERE DOES YOUR AUDIENCE STAND?

Continuum of Understanding and Acceptance

Unawareness Basic understanding Interest Desire to learn more Full support

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SOCIAL MARKETING: MESSAGE

Messages are closely tied to your goals and deliver important information about the issue compelling the audience to think, feel, or act.

GOAL AUDIENCE

MESSAGE

CHANNELS

ACTIVITIES, EVENTS, MATERIALS PRE-TESTING & IMPLEMENTATION EVALUATION AND MID-COURSE CORRECTIONS

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SOCIAL MARKETING: MESSAGE

• Messages should:

– Show the importance, urgency, or magnitude of the issue – Show the relevance of the issue – Put a “face” on the issue – Be tied to specific values, beliefs, or interests of the audience – Reflect an understanding of what would motivate the audience to think, feel, or act – Be culturally and linguistically competent – Be memorable

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SOCIAL MARKETING: CHANNELS

• Communications channels

carry the messages to the priority audiences.

• Answer the following

questions to determine the best channels for your program:

– Where and how does this audience group or other source

• f support spend their time?

– What are their gender, ethnicity, and income level?

GOAL AUDIENCE MESSAGE

CHANNELS

ACTIVITIES, EVENTS, MATERIALS PRE-TESTING & IMPLEMENTATION EVALUATION AND MID-COURSE CORRECTIONS

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SOCIAL MARKETING: CHANNELS

– What are the language considerations? – What or whom are they influenced by? – What makes new information credible for them? – What or who could motivate change or action? – What media, organizations, agencies, councils, informal systems, and other sources of information are your primary and secondary audiences more likely to trust?

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SOCIAL MARKETING: ACTIVITIES, EVENTS, MATERIALS

GOAL AUDIENCE MESSAGE CHANNELS

ACTIVITIES, EVENTS, MATERIALS

PRE-TESTING & IMPLEMENTATION EVALUATION AND MID-COURSE CORRECTIONS

• In choosing these, consider:

– Appropriateness to audience, goal, and message – Relevance to desired

• utcomes

– Timing – Climate of community toward the issue/activity – Costs/resources – Cultural competence (including language) – Environmental/geographic considerations

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SOCIAL MARKETING: ACTIVITIES, EVENTS, MATERIALS

• In choosing these, consider:

– Appropriateness to audience, goal, and message – Relevance to desired outcomes – Timing – Climate of community toward the issue/activity – Costs/resources – Cultural competence (including language) – Environmental/geographic considerations

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SOCIAL MARKETING: PRE-TESTING

GOAL AUDIENCE MESSAGE CHANNELS

ACTIVITIES, EVENTS, MATERIALS

PRE-TESTING & IMPLEMENTATION

EVALUATION AND MID-COURSE CORRECTIONS

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SOCIAL MARKETING: IMPLEMENTATION

Once you have determined what needs to be done, the allocation of time, staffing, and budget will determine how each planned activity proceeds from concept to reality.

GOAL AUDIENCE MESSAGE CHANNELS

ACTIVITIES, EVENTS, MATERIALS

PRE-TESTING & IMPLEMENTATION

EVALUATION AND MID-COURSE CORRECTIONS

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SOCIAL MARKETING: MID-COURSE CORRECTIONS

• Process evaluation is a

way to make mid-course corrections.

• Ongoing evaluation and

mid-course corrections also allow you to:

– Identify milestones; – Determine strengths and weaknesses; – Identify obstacles; – Create and implement new approaches for success; and – Consult with communications technical assistance advisors.

GOAL AUDIENCE MESSAGE CHANNELS

ACTIVITIES, EVENTS, MATERIALS PRE-TESTING & IMPLEMENTATION

EVALUATION AND MID-COURSE CORRECTIONS

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PRESENTER CONTACT INFORMATION

Lisa Rubenstein Lisa.Rubenstein@samhsa.hhs.gov 240–276–1927 Jane Tobler JTobler@vancomm.com 202–248–5452

Toll-Free: (844) 856-1749 Email: NITT-TA@cars-rp.org Need additional assistance? Contact your TTA Specialists who will provide you with ongoing consultation and coordination of services through the NITT-TA Center.

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