Current Problem

1. Strategic Planning for Social Change Desired Future State Current Problem • Social Marketing Products & Services Promotion (Communication) Price Distribution

2. Strategic Planning for Social Change Desired Future State Current Problem • Social Marketing • Audience • Exchange • Behavior Products & Services Promotion (Communication) Price Distribution

3. Strategic Planning for Social Change Desired Future State Current Problem • Social Marketing X X Products & Services Promotion (Communication) Price Distribution X

4. Strategic Planning for Social Change Desired Future State Current Problem • Social Marketing Products & Services Promotion (Communication) Incentives Research Standards Advocacy Regulation Legislation Community Organizing Grassroots Mobilizing Litigation

5. Strategic Planning for Social Change Desired Future State Current Problem • Social Marketing • Audience • Behavior • Exchange Health Belief Model Social Learning Theory Reasoned Action Stages of Change Products & Services Promotion (Communication) Incentives Research Standards Advocacy Regulation Legislation Community Organizing Grassroots Mobilizing Litigation

6. Theories of Social Change • Diffusion of Innovation • Social Movement Theories • Organizational Change Theory • System Change • EnvironmentalChange • Institutional Change • Community-OrganizationalChange

7. Social Change – Going to Scale Social Change requires sustained, multiple levels of intervention-Marketing can help at each level • System Change • EnvironmentalChange • InstitutionalChange • Community-Family-Individual Behavior Change

8. Challenges for Social Marketing and Health Promotion • Infrastructure • Professional Skill Set • Commitment of Resources • Size • Time • Poor Social Change Planning

9. Top 5 Electronic Games Advertisers *In millions

10. Top Fast Food Advertisers *In millions

11. NCI screening guidelines • Standards for mammography machines • Regulatory changes for self-referral • Malpractice for failure to diagnose • Social Marketing Campaign • Partnerships/TV shows • Revlon • Avon • NBC • Univision • NBA • Media Relations • White House Summits • Insurance coverage – private & Medicare • Breast Cancer Awareness Month • Race for the Cure • GE Corporate Advertising Creating Social Change

12. Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine

13. Strategic Planning for Social Change Desired Future State Current Problem • Social Marketing • Audience • Exchange • Behavior Social Marketing(Communication) Campaigns • Advertising • Media Relations • Special Events • Internet • Direct Mail • News letters • Branding • Collateral Materials • Outdoor • Promotions • E-promotions • Entertainment

14. Social Marketing Communication Process Message & Materials Development Planning & Development Pretesting Evaluation & Feedback Implementation

15. 6 Strategic Questions for Audience-Based Communicationssm • Target? • Action? • Rewards? • Support? • Image? • Openings?

16. Who is the target and what is their reality? 1. THE TARGET

17. 2. TAKE ACTION What do we want the target to do?

18. What Exactly Do You Want Them To Do When They Receive Our Message? 18

19. What Are They Doing Now? Competitive Actions What is their current behavior? Why do they take those actions? What do they gain from the status quo? (Here is where the behavior theories help) 19

20. Copy: To learn more, call 1-800-284-KIDS

22. 3. THE REWARD What’s in it for them?

23. Marketing ExchangeWhat benefits can we offer in exchange for the action? Are they worth the cost?

24. Behavior TheorySays People Want • Fun • Easy • Popular

27. WARNING:You are not the target audience!

28. Text: Crispy Crunchy Rings is one of five, fabulous, fun new Funky Fries

29. Text: New Lunchables Make your own magic

30. Focus Groups – 11-14 year old girls California Obesity Prevention Initiative, 2002

31. Benefits (and costs) are: Subjective/personal In the present, not the future Unknown until you talk to your audience 31

32. “Swallow Your Cause” Rewards may have nothing to do with “our cause.” They come from the personal wants of our audience. We must communicate the rewards we have to offer 32

33. 4. SUPPORT Why should they believe us?

34. Support • What evidence do we have to substantiate the reward? • What can we say to make the action seem feasible? • What makes it the norm?

36. For example… “Leading hospitals” – we can support this claim because: US News & World Report says so Growing number of programs

37. 5. IMAGE What’s our brand?

38. An Effective Image: Is appealing and relevant Is original and distinctive Tells the audience, “I’m speaking to you” 38

39. IMPACT OF GOVERNMENT PROGRAMS TO IMPROVE CONDITIONS OF POOR PEOPLE NPR/KAISER 1-01

40. DO WELFARE RECIPIENTS REALLY WANT TO WORK OR NOT? NPR/KAISER 1-01

41. 6. OPENINGS(Not Channels) How do we break through?

42. Openings Are Not About How We Get Our Message Out. Openings Are About How Our Audience Takes Our Message In. 42

43. Good Openings For Reaching Your Audience Times, places, situations, states of mind when they are: • Ready to hear your message • Looking for your benefits • In a position to act

44. Broadcasters • Producers • Distributors • Licensors • Licensees • Marketers

46. Creating Message Strategies The six questions give you a message strategy: If I do (action)instead of (status quo), I will get (reward)because (support). An associatedimage Openingswhen your audience will be receptive to your message

47. Next Steps Toward Success • Start the process right • Get the audience, interventions, messages, scale, & incentives right • Stay on course • Be creative!