Social Marketing 101 Jim Grizzell, MBA, MA, MCHES,

Transcript:Social Marketing 101 Jim Grizzell, MBA, MA, MCHES,:
Social Marketing 101 Jim Grizzell, MBA, MA, MCHES, ACSM-EP, FACHA Health Education / Fitness Program Manager Health Promotion Operations, AFMOA/SGPP Plan for the Day Who We Are Our Goals Social Marketing 101 Facilitated Discussion on Case Study Wrap Up Social Marketing Collaborative Who We Are Our Goals Vision Social Marketing principles are widely used to improve community health. Mission To provide national leadership to achieve integration of social marketing as a routine part of public health practice at all levels. Goal Integrate social marketing research and practice into resource development, program development, health promotion, coalition building, policy change, and branding strategies for public health. Collaborative Partners Illinois Maine Minnesota New York North Carolina Virginia ASTHO CDC Activities Research Dissemination of Best Practices Implementation of Social Marketing Campaign to Strengthen Public Health Goals for the Day Understand how social marketing can be used to improve the public’s health Understand that social marketing can be used for both individual behavior change and policy change. Social Marketing 101 Social Marketing Defined “…A process for influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit rather than commercial profit.” (W. Smith, Academy for Educational Development) Continuum of Interventions Unaware/ Considering Change/ Maintaining Behavior Education Aware/ Not Considering Change Social Marketing Entrenched/ No Desire to Change Law Framework Program planning, multidisciplinary, and comprehensive programs to change behaviors Based on research to understand point of view of the target audience Developing interventions that integrate audience needs with needs of sponsors - exchange Framework Considers competition Ongoing monitoring and evaluation What Social Marketing Is Not Not social advertising Not driven by organizational expert’s agendas Not promotion or media outreach only Not about coercing behaviors through punishment Not a “one approach” model Key Concept - Exchange Increase or highlight the benefits Decrease or de-emphasize the barriers Change the product, price, place or promotion to meet the exchange, if necessary Exchange You Give Me $1.00 You Get A Pepsi a thirst quencher good taste fun youthful feeling girl/boyfriend Exchange You Give Me 75¢ Embarrassment Loss of Pleasure You Get A Condom protection against pregnancy protection against STDs peace of mind sense of control hope for the future a date Exchange You Give Me Money Time Momentary discomfort You Get An immunization better health avoidance of greater discomfort (sickness) ability to go to school, work, travel Key Concept- Competition Target audience can go somewhere