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Social Marketing Strategies for Enhanced Community Engagement

Learn how to use social marketing to showcase your relevance within your community, influence behavior change, and overcome barriers. Understand audience insights, simplify messaging, and maximize media channels for impactful outreach.

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Social Marketing Strategies for Enhanced Community Engagement

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  1. Social MarketingEnhancing Your Work through Social Marketing and Public RelationsPresented by:CD&M Communications January 20, 2011

  2. Introductions and Goals

  3. The Current Landscape • Budget shortfall and economic impact • Redefining prevention • Showcasing your relevancy and importance within your community

  4. Social Marketing • Use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify or abandon a behavior for the benefit of individuals, groups or society as a whole. • Offer a significant benefit in exchange for simple behavior change.

  5. Limitations to Social Marketing • The American economy is driven by convenience • People are more impatient than ever • Understanding and doing are two different things • Time, stress, and income are all barriers to better health

  6. Know Your Audience • Your audience may think differently than you • Do not assume anything • Your issues may not even be on their radar screen

  7. Simplify Your Message • Kitchen table talk • Limit information to two to three points • Clearly identify the benefits that you offer in exchange for the behavior change • What is the action you are asking for? • Offer baby steps as intermediate action

  8. Crafting the Materials • Tell a story • People want to see people that look like them • Simple fonts and simple layouts… don’t be afraid of white space • No charts, technical jargon, or complicated words • If you can afford it, focus test

  9. Get the Most Bang for Your Buck • What is the most effective medium to reach your audience? • Utilize existing materials, resources, and distribution channels • Importance of branding • Earned media • Media support through CD&M

  10. Focus Group Insights • The four Maines • Smoking is often viewed as a person’s only form of recreation • TV use is high, some report five TVs on in the home at once • Some areas have just one grocery store to choose from • Children are HUGE motivators • Large portion sizes may be seen as “providing” for the family • Poverty drives many issues

  11. Media Insights • 72% of Maine households have Internet access • 98% of Maine households have a television • There are 3 major TV markets in Maine that cover 100% of the state • Recent direct mail campaigns with incentives have received a 7 to 10% response rate • Social media can enhance your social marketing efforts • Earned media is worth up to ten times the value of a paid ad

  12. Thank you! CD&M Communications 48 Free Street, 3rd Floor Portland, ME 04101 (207) 774-7528 www.cdmc.com

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