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Social Marketing and Evaluation ASNNA Winter Conference Arlington, VA February 17, 2010 Dana Goodloe Arizona Nutrition N

Social Marketing and Evaluation ASNNA Winter Conference Arlington, VA February 17, 2010 Dana Goodloe Arizona Nutrition Network. Arizona SNAP-Ed. SNAP-Ed is housed in the Arizona Department of Health Services 15 Counties in Arizona 304,059,724 people in Arizona

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Social Marketing and Evaluation ASNNA Winter Conference Arlington, VA February 17, 2010 Dana Goodloe Arizona Nutrition N

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  1. Social Marketing and Evaluation ASNNA Winter Conference Arlington, VA February 17, 2010 Dana Goodloe Arizona Nutrition Network

  2. Arizona SNAP-Ed • SNAP-Ed is housed in the Arizona Department of Health Services • 15 Counties in Arizona • 304,059,724 people in Arizona • For November 2009, the total SNAP issuance was $128,982,371 with an average per-person allotment of $130.78 • A total of 986,276 people received SNAP benefits in November 2009 (an increase of 122,836 people since November 2008) • Arizona’s SNAP-Ed Federal Share for FFY 10 is $17,560,519

  3. Objectives • Identify types of social marketing (SM) evaluation used in Arizona • Identify how SM evaluation effects SM • Review steps for developing Go Low Campaign • Review steps for developing Champions for Change • Brief review of SM studies

  4. SM Evaluation in Arizona • Quantitative Study: Intention to take action • Focus Groups: Reviewed concepts and created materials • Intercepts: Did you see our spots? Our materials? What did you think? Taking action? • Milk Study: What should the message be? • Technology Study: Are you connected?

  5. How Evaluation effects SM • Let’s walk through the creative process The campaign is Go Low (fat free low fat milk consumption) The advertising agency has developed six concepts: 1. Help yourself, help your family 2. Health. It is easier than you think 3. It’s like having a helping hand 4. We’re here to help 5. Champions for change 6. Grow a healthy family

  6. Focus Group Test the Concepts • Our moms are very literal • Extra arm, twin and mini me were frightening • Bobby B. Well is a cartoon so mom would not even watch the spot if it came on • Moms want to feel empowered • Champions for Change is empowering • Mom could be successful

  7. Champions for Change wins! • Now to find Arizona Champion moms • Went to SNAP offices with a video crew • Interview moms about their habits • Identify those that are “Champions” • Have a preview of how they would act on camera • Time to create the parts • TV spots, radio spots and still photography

  8. Go Low TV Spots Radio Spots Collateral Materials

  9. Adding new campaign to website

  10. Focus Group Go Low • What did you think of the spots? • Anything catch your eye? • Good stuff? Not so good stuff? • Our focus group had lots of great feedback • Mail out doesn’t say free recipe or coupons inside = trash • Spanish Mom -English mom • What do we do next?

  11. At the same time… • New Interim Director at ADHS • Looking to have one common brand for the agency • To this point each program had their own and they were very diverse • Champions for Change was just coming onto the agencies radar

  12. Logo Concepts

  13. Other Studies • Creation of Milk Study • Focus Group implied we are out of touch with our moms on this subject • Is our message resonating with moms? • What would be a good approach for our message? • Creation of Technology study • Are you connected? How?

  14. Brief review of SM • Quantitative Study showed us about readiness to change with SNAP participants • Focus group tested concepts and materials • Intercepts looked at penetration • Specialized studies provide more detailed info (milk study - technology study)

  15. Arizona Nutrition Network Dana Goodloe 150 N. 18th Ave, Suite 310 Phoenix, AZ 85007-3242 602.364.0354 602.542.1890 fax Goodlod@azdhs.gov

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