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National Training Collaborative for Social Marketing . Session Five Know Your Audience. Session Objectives. Identify key factors and sources of information for segmenting an audience Discuss the criteria for selecting specific audience segments

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Presentation Transcript
session objectives
Session Objectives
  • Identify key factors and sources of information for segmenting an audience
  • Discuss the criteria for selecting specific audience segments
  • Identify other sensitivities and considerations that should be examined when making segmentation decisions
  • Fill in the first two sections of the logic model
initial planning phase
Initial Planning Phase

Logic Model

  • I will help (target audience)
  • To do (behavioral objective)
  • By addressing: (behavioral determinants)
traditional model
Traditional Model
  • Greatest need given greatest priority
  • Use epidemiological or census data to identify those most in need
  • Everyone offered same product benefits, price, place, and promotional mix
audience segmentation
Audience Segmentation
  • Marketing Model
    • Marketers know they cannot appeal to all buyers in same way
  • Target of opportunity
    • Greatest opportunity to make a difference
    • Combination of potential impact responsiveness to promotional efforts
segmentation strategy
Segmentation Strategy
  • Divide heterogeneous group into more homogenous subgroups
  • Identify targets of opportunity
  • Identify subgroups that will respond to same offer: benefits, price, place, and promotion
  • Design interventions that will be effective for each segment
political considerations
Political Considerations
  • Justifying selection
  • Defending decision to give some groups zero effort
  • More success with accurate segmentation decisions
texas wic case study
Texas WIC Case Study
  • Project goals
    • Increase enrollment
    • Improve customer satisfaction
    • Improve staff satisfaction and productivity
  • Segmentation strategies
    • Develop effective interventions for reaching major segments
    • Funds relatively limited for research and outreach
    • Greatest impact of services: pregnant women
medicaid study sample
Medicaid Study Sample
  • Focus group 6
  • In-depth interviews 56
  • Survey respondents 2850
    • Never participated 30%
    • Participated previously 5%
    • Participants 64.5%
barriers to enrollment
Barriers to Enrollment
  • Embarrassment
  • Confusion about eligibility guidelines
    • Incorrect assumptions about income criteria
    • Assumption must be unemployed
    • Assumption must be single
texas wic applications
Texas WIC Applications
  • Identify population segments that differ with respect to reasons for not participating in WIC
  • Select segment(s) to target with mass media
  • Use data to select talent and prepare copy for TV:
    • Repositioning TV spot: cast Anglo family
    • Eligibility TV spot: copy says WIC serves people who are not eligible for Food Stamps
    • Talent is over 21 years of age
texas wic applications1
Texas WIC Applications
  • Use information to select media channels:
    • Place TV spots on channels viewed by Anglos
    • Place print materials in Medicare providers offices
cancer project
Cancer Project
  • Project goals:
    • Increase utilization of Health Department services
    • Increase utilization of mammography services
  • Segmenting strategy
    • Remember: target of opportunity
      • Potential impact
      • Responsiveness or potential for success
estimate potential impact
Estimate Potential Impact
  • Epidemiological data
behavior
Behavior
  • Never practice desired behavior
  • Practice desired behavior some of the time
  • Always practice desired behavior
determining target audience
Determining Target Audience
  • Survey asked who:
    • intended to be screened at recommended intervals?
    • intended to be screened but less frequently than recommended?
    • did not intend to be screened?
  • Narrowed audience
  • Strategies used
prochaska s stages of change
Prochaska’s Stages of Change
  • Unaware of risk/desired behavior
  • Precontemplation
  • Contemplation
  • Preparation
  • Action
  • Relapse
  • Maintenance
demographics
Demographics
  • Age
  • Gender
  • Ethnicity
  • Geographic area
  • Education level
  • SES
psychographics
Psychographics
  • Attitude toward new behaviors
  • Early vs. late adopters
  • Who they admire
  • Who shares similar hopes or concerns
  • Willing to take risks and try new behaviors
  • Personality types
  • Lifestyles
  • Values - VALS 2
  • Healthstyles: composite variables
your personal projects
Your Personal Projects
  • Who are your final targets?
  • How might you segment your audience?
  • What criteria could you use?
  • What data would you need?