Social Marketing Campaign Guidelines for completion and - - PowerPoint PPT Presentation

Social Marketing Campaign

Guidelines for completion and implementation

Presented by the Behavioral Health Resources Team: Kimberly Stinchcomb, MPH Nicole Sealfon, MPH Marianne Gibson, MS Fadia T. Shaya, PhD, MPH

Administrative

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Objectives

• Define a social marketing campaign
• Describe the 10 steps to campaign development
• Provide an example of a collaborative campaign
• Increase the quality of messages and the

effectiveness of campaigns

• Clarify expectations and present resources
• Improve efficiency in the approval process

What is Social Marketing?

Social marketing: is the use of marketing theory, skills, and practice to achieve social change, promote the general health, raise awareness and induce changes in behavior

https://effectiveinterventions.cdc.gov/en/HighImpactPrevention/SocialMarketing.aspx

Why use a Social Marketing Campaign?

• Increase knowledge and awareness of risks
• Change attitudes, motivations, and beliefs
• Increase positive social norms
• Increase the availability and accessibility of

health services

https://captconnect.edc.org/sites/captconnect.edc.org/files/Slides_NMUPD%20Media%20Campaigns_FINAL_PDF.pdf

Ten Steps for Developing a Social Marketing Campaign

• 1. Define your Audience
• 2. Identify Evaluation Measures
• 3. Identify Channels
• 4. Identify Benefits
• 5. Identify Obstacles
• 6. Determine the Message
• 7. Test and Refine
• 8. Collect Data
• 9. Modify your Work, Based on the Data
• 10. Analyze evaluation measures

https://www.samhsa.gov/capt/tools-learning-resources/developing-social-marketing-campaign

Step 1: Define Your Audience

• Locate the population of need
• Take time to learn about the target audience

– Demographics – Attitudes – Feelings – Beliefs – Values – Motivation – Culture

https://www.samhsa.gov/capt/tools-learning-resources/developing-social-marketing-campaign

Step 2: Identify Evaluation Measures

• Determining how you will evaluate the success
• f your campaign will confirm that your

message targets the ultimate goal

• Evaluate implementation and outcomes
• Evaluation should include a behavioral change

– Baseline data – Ongoing data collection

https://www.samhsa.gov/capt/tools-learning-resources/developing-social-marketing-campaign

Step 3: Identify Channels

• Direct delivery

– i.e. television, radio, newspaper, magazine, editorials, print ads, billboards, websites, email lists, bulk mailing, special events, contests, awards

• Indirect delivery

– Coaches, teachers, counselors, athletes, clergy, community, political leaders

• Appropriate for the audience

– Where the audience gets their information – What channels they consider most credible

• Integrated, Multi-Channel Marketing

https://www.samhsa.gov/capt/tools-learning-resources/developing-social-marketing-campaign

Integrated, Multi-Channel Marketing

Do:

– Use multiple media outlets to disseminate your message – Consider the audience when deciding how to share your message – Have all the channels working together (branding) – Make your messages identifiable with a common theme

Don’t:

– Think of every message as a separate campaign

http://useonlyasdirected.org/resources/

Step 4: Identify Benefits

• Why would the target

audience want to adopt the behavior promoted in the campaign?

• Differentiate between

long- and short-term benefits

• Determine which

benefits are more compelling to your audience using research

https://www.samhsa.gov/capt/tools-learning-resources/developing-social-marketing-campaign; http://www.theweek.co.uk/health-science/61119/alcohol-should-have-calorie-counts-on-labels

Step 5: Identify Obstacles

• What are the barriers/costs to the behavioral

change

– Example: Fitting in socially is a barrier to reducing binge drinking

• Feasibility

– Are people able to make these changes

• Benefit must outweigh the costs

https://www.samhsa.gov/capt/tools-learning-resources/developing-social-marketing-campaign

Step 6: Determine the Message

• State what you want the audience to do

– Clear and Concise

• Build on what you know about the audience

– Remember their knowledge, concerns, and interests

• Avoid stigmatizing language
• Emphasize positive behavior change instead of

negative consequences

– Example: Use a designated driver vs Don’t Drink and Drive

https://www.samhsa.gov/capt/tools-learning-resources/developing-social-marketing-campaign

Step 7: Test and Refine

• Pre-test the message

– Focus groups that represent the target audience

• Gather information on:

– Comprehension – Attention – Recall – Relevance – Sensitivity to cultural characteristics

• Use feedback to refine the message

https://www.samhsa.gov/capt/tools-learning-resources/developing-social-marketing-campaign

Step 8: Collect Data

• Data collection methods

– Focus Groups – Surveys – Interviews

• To select your data collection method, consider

– Cost – What information you want to collect – What questions you need answered

https://www.samhsa.gov/capt/tools-learning-resources/developing-social-marketing-campaign

Step 9: Modify Your Work, Based on the Data

• Use data collected to refine and adjust your

campaign plan

– Message – Communication channels – Promotion strategies

• Refer back to the target audience

https://www.samhsa.gov/capt/tools-learning-resources/developing-social-marketing-campaign

Step 10: Analyze Evaluation Measures

• Organize information to share with others
• Assess areas for improvement
• Gather support for future efforts

– State accomplishments – Lessons learned – Recommendations – Ongoing need

https://www.samhsa.gov/capt/tools-learning-resources/developing-social-marketing-campaign

An example from the Frederick County MSPF2 team with their marketing firm Channel Communications

Frederick County Campaign

• Planning Process

– Open Communication with Marketing Firm – Consideration of audience

• Message Development

– Testing messages – Clear messages with action items

Frederick County Campaign

• Relevance to the target audience

– Use of emojis – Actors within the target audience

• Integrated multimedia marketing

– Microsite – Posters – Information cards – Pandora – Website pre-roll – Facebook, Twitter, Instagram, YouTube – Infographics – Banner ads – Geo-fencing

• Plans for Evaluation

http://www.stayintheknow.org/

Questions for Frederick County?

Planning Resources

• Marketing Firm
• MassTAPP Communications Toolkit

– http://masstapp.edc.org/communications-toolkit

• Strategic Plan/Implementation plan

– Fidelity to your contributing factor and intervening variable

• University of Maryland School of Pharmacy

Behavioral Health Resources Team (BHRT)

Worksheet A: Identifying a Strategy to Support through Communications Worksheet B: Profiling your Audience Worksheet C: Developing your Message Worksheet D: Creating and Implementing a Communication Strategy Worksheet E: Evaluation Worksheet F: My Communications Plan

Role of BHRT

• Media Firm RFP:

– Help define expectations of the marketing firm

• Communication plan/message development:

– Ensure fidelity to strategic plan – Provide feedback

• Message testing

– Help develop effective tools for testing messages

• Approval:

– Help prepare messages for approval from BHA

• Evaluation:

– Help develop tools and brainstorm methods for data collection

Message Approval

• What needs approval:

– Overall communications plan (MassTAPP worksheets) – All new products prior to dissemination

• What does not need approval:

– Social media posts to raise awareness – Ongoing messages using new channels

Approval Process

• Prior to submission to BHA

– Review BHA’s approval checklist – Wait for approval before printing or scheduling dissemination of messages

• Approval submission

– Allow 1 week for review – Include planning resources (MassTAPP communications worksheets) and any other marketing plans which show you have tested the messages

BHA Approval Checklist

 No stigmatizing language (see anti-stigma alternatives list)  Emphasize the hopeful and helpful in messaging (if you present a problem, offer a solution, resource for it)  No scare tactics (no scourges or plagues)  Test your messages to make sure your audience is getting the message you are trying to convey  Messaging must be tied to one of your approved strategies  Provide sources for statistics

Words Matter Use Anti Stigmatizing Language

Instead of Try this Non-Judgmental Alternative Addict or Junkie Person with a substance use disorder Alcoholic Person with an alcohol use disorder Clean Abstinent; or Abstaining from Dirty Actively using; positive for substance use Substance Abuser Person with a substance use disorder Sober Well; or healthy A full list of non-judgmental alternatives is available in the Handouts of this webinar

Take-Away

• Invest time/resources in the campaign

planning and development process

• One collaborative campaign with targeted

messages

• Use your resources!

– Marketing Firm – MassTAPP – BHRT

QUESTIONS?

Special Thank You to the Frederick County MSPF2 Team and Cory Farrugia and Dan Coury from Channel Communications for sharing!