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ISDH Social Marketing Training and Support. Jane Ellery, Ph.D. Associate Director Fisher Institute for Wellness and Gerontology Ball State University . Introductions. Individuals: “Jovial” Jane… Projects: General description and ongoing projects Previous experience with Social Marketing

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isdh social marketing training and support

ISDH Social Marketing Training and Support

Jane Ellery, Ph.D.

Associate Director

Fisher Institute for Wellness and Gerontology

Ball State University

introductions
Introductions
  • Individuals: “Jovial” Jane…
  • Projects:
    • General description and ongoing projects
    • Previous experience with Social Marketing
    • What would you like to get out of the training and support over the next 12 weeks?
indiana healthy weight initiative http www inhealthyweight org
Indiana Healthy Weight Initiativehttp://www.inhealthyweight.org/

Mission:

  • To enhance the health and quality of life of Hoosiers by promoting good nutrition, regular physical activity and a healthy weight through policy, environment and lifestyle change.

Vision:

  • All Hoosiers practice and enjoy a lifestyle of healthy eating and physical activity within an environment that supports health, wellness and vitality.
focus areas
Focus Areas:

Balancing caloric intake and expenditure through:

  • Increased physical activity
  • Improved nutrition through increased breastfeeding initiation, duration and exclusivity
  • Increased consumption of fruits and vegetables
  • Decreased consumption of high energy-dense foods
  • Decreased consumption of sugar-sweetened beverages
  • Decreased screen/television time
audience perspective
Audience Perspective

“You don’t build it for yourself. You find out what the people want and you build it for them”

- Walt Disney

  • Health behavior change strategy that encourages an audience focus…

Social Marketing

social marketing distinctive features
Social Marketing:Distinctive Features
  • Consumer orientation
  • Uses commercial marketing technologies and theory (product, price, place, promotion; exchange theory)
  • Voluntary behavior change
  • Targets specific audiences
  • Focus is on personal welfare and that of society
social marketing approach tutorial
Social Marketing Approach Tutorial

http://www.cdc.gov/nccdphp/dnpa/socialmarketing/training/index.htm

how do you know what people want
How do you know what people want?
  • Ask them!

Activity:

  • Volunteer…

Ideal date…

    • Car used for travel
    • Restaurant for dinner
    • Movie choice
social marketing mindset
Social Marketing Mindset
  • What is wrong with our programs?
  • What do we need to offer to offset their costs?
  • What would make our product more attractive than the competition?
general resources great tools
General Resources: Great Tools!
  • Indiana Healthy Weight Initiative
    • www.inhealthyweight.org
  • CDC Social Marketing Tutorial
    • www.cdc.gov/nccdphp/dnpa/socialmarketing/training/index.htm
  • Marketing Profs: Marketing Resources for Marketing Professionals
    • www.marketingprofs.com/
  • University of Wisconsin Extension: Program Development and Evaluation
    • www.uwex.edu/ces/pdande/
  • Mind Tools
    • www.mindtools.com/
best thinking best planning best doing
Best Thinking. Best Planning. Best Doing.
  • Eric Schmidt – Management Lab Summit
  • Perception activity –

Stretch Goals for Management – Management Lab Summit

session objectives
Session Objectives

Participants will be able to:

  • Name the major tasks to accomplish during the problem description/initial planning phase
  • Name the areas addressed using the thinking tool
  • Begin planning related to your projects
social marketing steps
Social Marketing Steps

Social Marketing Tutorial – Division of Nutrition and Physical Activity (CDC)

http://www.cdc.gov/nccdphp/dnpa/socialmarketing/training/index.htm

  • Problem Description/Initial Planning
  • Formative Research
  • Strategy Development
  • Intervention Design
  • Evaluation
  • Implementation
managing the overall team
Managing the Overall Team
  • Planning team
    • Building and maintaining a strong team is essential
    • Identify individual directly responsible for project – who is the “Manager”?
  • Decide early who will be involved at each phase
  • Use Thinking Tool and Logic Model to help start:
    • Selecting target audience(s)
    • Specifying behavioral objectives for each audience
    • Identifying factors that may influence behavior change process
problem description initial planning1
Problem Description/Initial Planning

The first phase is describing the problem, situation or health issue.

  • Define the problem, situation or health issue.
  • Find existing information about the problem.
  • Identify contributing factors.
existing data sources afternoon
Existing Data Sources (Afternoon)
  • Epidemiological data (prevalence of obesity and contributing factors).
  • Behavioral and theoretical literature.
  • Health care systems.
  • Community-based organizations.
  • Local foundations.
  • Formative research reports and other gray literature (from government agencies, non-profit organizations, universities… see http://www.cdc.gov/nccdphp/dnpa/qualitative_research/index.htm).
  • Policy or legislative databases.
  • Community needs assessment.
  • Community assets map.
  • Private sector lifestyle data (if accessible).
resource cdc tutorial
Resource – CDC Tutorial

Tool: Planning Questions

Note: At this point you are making educated guesses that are supported by existing data. Don’t become set in your thinking!

Tip

  • Make sure that you include the environmental and policy factors that contribute to the health problem and don't just focus on individual behaviors.
thinking tool part one
Thinking Tool – Part One
  • Organized around three key decisions:
    • Who are you trying to reach?
    • What are you trying to help them to do?
    • What factors have the greatest influence on their decision to do what you want them to do?
  • In order to help (target audience)
  • To do (behavioral objective)
  • We will address (behavioral determinants)
thinking tool part two
Thinking Tool – Part Two
  • Looks simple but takes time to make informed decisions
  • Systematic and logical… each step builds on previous
  • Forces you to make key decisions rather than “jumping to strategies”
  • Predict benefits and barriers (doer’s analysis)
  • Return to the 4 “P’s”
    • Product
    • Place
    • Promotion
    • Price
using data to make decisions
Using Data to Make Decisions
  • Epidemiological data (prevalence of obesity and contributing factors).
  • Behavioral and theoretical literature.
  • Health care systems.
  • Community-based organizations.
  • Local foundations.
  • Formative research reports and other gray literature (from government agencies, non-profit organizations, universities… see http://www.cdc.gov/nccdphp/dnpa/qualitative_research/index.htm).
  • Policy or legislative databases.
  • Community needs assessment.
  • Community assets map.
  • Private sector lifestyle data (if accessible).
indiana health weight initiative
Indiana Health Weight Initiative
  • www.inhealthyweight.org
problem situation statement
Problem/Situation Statement
  • Tool: University of Wisconsin Extension
thinking tool part one1
Thinking Tool- Part One
  • In order to help (target audience)
  • To do (behavioral objective)
  • We will address (behavioral determinants)
indiana health weight initiative1
Indiana Health Weight Initiative
  • www.inhealthyweight.org
thinking tool part two1
Thinking Tool – Part Two
  • Predict benefits and barriers
  • Return to the 4 “P’s”
    • Product
    • Place
    • Promotion
    • Price
  • What has worked in other areas? What do our “theories” suggest might work? What does your audience tell you?
group presentations
Group Presentations
  • Prepare a 5-minute presentation about what you learned today about your project!
  • Plan for the remaining weeks
    • Program Elements
    • Introduction to Blackboard
stakeholder analysis
Stakeholder Analysis
  • Anticipate who will be affected by project
  • Involve everyone whose support will be needed for implementation
  • Top level management, front line staff
  • Other stakeholders inside and outside organization
  • Potential program partners
checklist draft problem description
Checklist:Draft Problem Description
  • Statement of the problem.
  • List/description of the factors that contribute to the problem.
  • List of broad potential target audiences, secondary audiences, and behavior changes (with rationale for each).
  • Summary of any existing data about the problem, audience, and behavior.
  • Models of behavior change that may apply.
  • Best practices or lessons learned from other programs that may be similar.
  • List of your strategy team members and summary of how decisions will be made.
  • SWOT (strengths, weaknesses, opportunities, and threats) analysis.
checklist draft problem description1
Checklist:Draft Problem Description
  • Statement of the problem.
  • List/description of the factors that contribute to the problem.
  • List of broad potential target audiences, secondary audiences, and behavior changes (with rationale for each).
  • Summary of any existing data about the problem, audience, and behavior.
  • Models of behavior change that may apply.
  • Best practices or lessons learned from other programs that may be similar.
  • List of your strategy team members and summary of how decisions will be made.
  • SWOT (strengths, weaknesses, opportunities, and threats) analysis.
you should now be able to
You should now be able to:
  • Gather data and review available information about a specific health issue.
  • Determine who is affected by the problem and what groups could be a target audience for the intervention.
  • Identify what range of behaviors need to be changed to address the health issue.
  • Make preliminary decisions about a behavior to address.
  • Determine potential strategies for change.
  • Explain how to identify information available through existing data, and determine what is relevant to selecting a target audience and to selecting a behavior to change.
  • Identify stakeholders and obtain information from them on existing programs or activities.
additional data needs
Additional Data Needs…
  • Developing a Logic Model
  • Identifying additional data needs
  • Moving into the Formative Research Phase