Social Marketing: Let the Audience Drive Your Communication - PowerPoint Presentation

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Social Marketing: Let the Audience Drive Your Communication Strategy

Julia Galdo, Managing Director,

Public Communication

American Institutes for Research

June 30, 2009Slide2

Social Marketing

Applies the techniques of commercial marketing to influence behavior change that benefits the target audience. Slide3

AIR’s Support Role in the RTL Outreach Grant

Apply the principles of social marketing to reach RTL families

Conduct and analyze audience, market, message and materials research

Plan and implement RTL marketing and community engagement activities in 20 RTL marketsSlide4

Examine Progress & Assess Results

Understand

the Target

Audience

Learn How to Communicate With This

Audience

Implement Marketing & Community Engagement

Formative Research

Message Development

Channel Selection

and Distribution

Audience

Surveys

Model Development

Reaching RTL Families and Caregivers

Share Success

ModelsSlide5

Formative Research

Environmental scan

Interviews: national organizations

Interviews: community organizations

RTL Families Analysis based on PRIZM segmentation

Focus groups with RTL families

In-home interviews and observations of RTL families

Interviews with PBS station granteesSlide6

Formative Research

Identify and understand:

RTL families and caregivers

Marketplace of literacy initiatives and services to RTL families

Current brand and position of RTL

Distribution and communication infrastructure

Potential partnerships & resources Slide7

PRIZM Analysis

Geographically-based

Zip codes

Segments, built on zip +4

Demographic information (education, income, race, ethnicity, size of household, and more)

Lifestyle and psychographic information (typical activities, where shop, product usage, use of media and more)

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Target Audience:

Eight PRIZM-NE Segments

Eight PRIZM-NE segments where identified as having a high concentration of RTL families

RTL New Beginnings

Multi-Culti Mosaic

Family Thrifts

Bedrock America

Big City Blues

Low Rise Living

Shotguns and Pick Ups

Kid CountrySlide9

Big City Blues

With a population that's 50 percent Latino, Big City Blues has the highest concentration of Hispanic Americans in the nation. But it's also the multi-ethnic address for downscale Asian and African-American households occupying older inner-city apartments. Concentrated in a handful of major metropolitan areas, these young singles and single-parent families face enormous challenges: low incomes, uncertain jobs and modest educations. More than 40 percent haven't finished high school.

Low-Rise Living

The most economically challenged urban segment, Low-Rise Living is known as a transient world for young, ethnically diverse singles and single parents. Home values are low--About half the national average--and even then less than a quarter of residents can afford to own real estate. Typically, the commercial base of Mom-and-Pop stores is struggling and in need of a renaissance.Slide10

Big City Blues (San Antonio)

Ethnic Diversity:

With a population that’s 50 percent Latino, Big City Blues has the highest concentration of Hispanic Americans in the nation

Age:

<45

Education:

More than 40 percent haven’t finished high school

Urbanicity:

urban

Median HH Income: $29,998

Young singles and single-parent families face enormous challenges: low incomes, uncertain jobs and modest educations.Slide11

National City, CA 91950

Base

Target: RTL families

Zip code

Town/City

All residents

in 91950

Number of RTL HH’s in zip code

(each dot represents 10 RTL HH’s)

% Penetration

91950

National City, CA

14,757

7,196

48.8

Total

14,757

7,196

48.8

PRIZM Geo Maps Created for Each RTL Zip Code CommunitySlide12

Shopped in Last 3 Months

(Number of adults per 100 HH’s)Slide13

91950 Zip Code

Wal-Mart Locations

18 stores near 91950 :

1. National City, CA 91950

2. Chula Vista (W), CA 91910

3. Chula Vista (S), CA 91911

4. San Diego, CA 92115

5. San Diego, CA 92154

6. Chula Vista (E), CA 919157. La Mesa, CA 91942

8. San Diego, CA 921239. El Cajon (C), CA 9202010. San Diego, CA 9211111. Santee, CA 9207112. El Cajon, CA 92021

13. Poway, CA 9206414. San Marcos, CA 9206915. Vista, CA 9208316. Oceanside, CA 9205617. Oceanside, CA 9205418. Oceanside, CA 92057Slide14

Focus Groups

Fall 2006

8 focus groups in Baltimore, MD; Jackson, MS; Greenville, MS; San Antonio, TX

Total 64 participants

Recruited through Community Geo Mapping, Target Random Digit Dialing within designated ZIP Codes, local community sites

Eligibility criteria:

Communicate in English or Spanish

Income status

AgePrimary caregiver of one or more children between ages 2 and 8Slide15

In Home Observations

AIR conducted 13 in-home interviews in Baltimore, MD, Jackson, MS, Greenville, MS; and San Antonio, TX

This qualitative research was used primarily to explore issues, perceptions and attitudes.

Research provided more information about:

the daily lives and challenges of RTL families

the role of consumer electronics children’s lives

children’s favorite TV programming and characters

participants involvement in either reading to or doing other educational activities with their childrenSlide16

Peggy’s Story

I have three kids. I love them to death. I wish I had more time to spend with them. When I get home, I just have time to make sure they do their homework and have some dinner. Then it is bath-time. They watch some TV and it is bed-time. We sometimes watch TV together but mostly the kids watch their own TV programs. I try to make sure that the stuff they watch on TV is not violent. My kids love Dora and Diego. The kids also play video games, plug and plays and on-line games.

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Understand the

Target Audience

Key Findings:

Most low income parents are focused on such basic family needs as food and shelter, reliable transportation, health care, child care and safety.

Parents do not see teaching as their responsibility.

Parents want better opportunities for their children to succeed in life (beyond school); free time to relax; fun and entertainment; and to be good parents.

They have little time for being involved in their children’s activities or for spending quality time with them. However, they are willing to try activities with their kids if they could easily fit it into their schedules.Slide18

Understand the Target

Audience

Key Findings:

Parents did not know that simple behaviors (rhyming and letter recognition games) can help their children get ready to read.

Many parents do not read to their kids every day, because they do not have time, do not read well or cannot read English.

Parental interaction primarily:

Completing homework

Watching adults/teen TV

Eating at fast food restaurants

Shopping (often at) big box and “dollar type” storesSlide19

TRANSLATING THE RESEARCH INTO MESSAGES AND OUTREACH STRATEGYSlide20

Traditional Learning-to-Read

Awareness Campaigns

Previous RTL Grant Approach: View-Read-Do

Message audit revealed “inspirational” and “how-to” messaging

Inspirational: Communicate the importance of early reading skills to academic achievement

How-to: Provide practical tips for reading with children

Read aloud to kids everyday.

Read from a variety of children’s booksSlide21

RTL Key Messages

“Any time is learning time.” Do simple, fun and easy things with your kids anywhere (while in the car and grocery stores)

Direct your children to watch PBS shows that are not only fun and can help them get ready to read.

Go to

ReadyToLearnReading.orgSlide22

Perceived Benefits to Parents

Children can be entertained and educated at the same time with little effort on behalf of the parents.

Choosing RTL content for their children can make parents feel like better parents.

By accessing RTL content parents give their children a leg up in life – helping them build a foundation for success and reach their potential.Slide23

Creative MaterialsSlide24

Thank You!

Julia Galdo

American Institutes for Research

jgaldo@air.org