Transcript Social Marketing in Public Health Month

I presented this presentation to the NC DPH Public Health
Management Team* to publicize Social Marketing month, as
well as the availability of support for social marketing activities
in the division
*PHMT includes the senior management of the division and
managers of its various programmatic efforts.
Social Marketing in Public
Health Month
North Carolina Division of Public
Health
November, 2006
Making Social Marketing
“Fun, Easy, and Popular” for
You
• Full time social marketing consultant
• Social Marketing Matrix Team
– “Clinic-in-the Round”
– Resource people in programs
• Access to national
and international experts
Making Social Marketing
“Fun, Easy, and Popular” for
You
•
•
•
•
Monthly international webinars
Social Marketing Library
Social Marketing Convenience Contract
Templates, case studies, “how to”
publications
Making Social Marketing
“Fun, Easy, and Popular” for
You
CDCynergy-Social Marketing Edition,
Version 2
–
–
–
–
CD ROM-based tool
700-plus resources
Extensively pre- and post tested
Internationally used
Making Social Marketing
“Fun, Easy, and Popular” for
You
PRIZM Marketing Database
– Census + national marketing surveys + GIS
mapping capability
– Lifestyle and media preferences
– Used by CDC, NCI, AARP, Red Cross
– People, places, partners, pathways
“Geodemographic lifestyle segmentation”
Who Can I Partner With?
Bed Rock America
Top 15 Lifestyle Behaviors
• Buy Swing Sets,1yr (A) 374
• Order from Fingerhut,1yr (A) 331
• Order from Home Shopping
Network,1yr (A) 327
• Buy from Pizza Inn,6mo (A) 299
• Go Hunting with Gun,1yr (A) 260
• Buy Large Baby Dolls,1yr (A) 242
• Buy from Hardee's,1mo (A) * 219
• Rent/Buy Family/Kid Video,1mo
(A) 217
• Go Snowboarding,1yr (A) 211
• Buy Fishing Equipment,1yr (A)
205
• Go Fishing,1yr (A) 201
• Shop at Wal-Mart
Pharmacy,6mo (A) 201
• Play Softball,1yr (A) 192
• Buy from Sonic Drive-in,1mo (A)
* 191
• Buy Electric Trains,1yr (A) 188
What are the Best Media to Use?
Bed Rock America
Top 15 Media Preferences
• Gospel Radio, Net Aud. (A) 168
• Radio, NASCAR, Net Aud. (A) 168
• Read Gardening Magazines, Net
Aud. (A) 164
• Has Satellite Dish/Disc (H) 160
• Country Radio,Net Audience
(A) 156
• Watch Country Music TV,1wk
(A) 151
• Read Bridal Magazines, Net Aud.
(A) 141
• TV Auto Racing, Net Aud. (A) 138
• Read Fishing/Hunting
Magazines, Net Aud. (A) 133
• Classic Rock Radio, Net Aud.
(A)129
• Read Photography Magazines, Net
Aud. (A) 128
• Read Newspaper, Classified
Section (A) 127
• Watch Oxygen,1wk (A) 127
• Watch Superstation WGN
Channel,1wk (A) 127
• Watch Fuse,1wk (A) 126
A Quality Product for NC DPH
• Doctoral dissertation
• Invited international conference
presentation
• 2 Peer reviewed US conference
presentations
= 2 journal abstract
• Invited special issue journal article
A Quality Product for NC DPH
• Recognition in Robert Wood Johnson
Foundation Turning Point newsletter
• Coming Soon! International webinar
presentation
A Quality Product for NC DPH
• Invited presentation at national Claritas
PRIZM conference
• Case study on Claritas web site
• National Claritas webinar
Social Marketing Month
Activities
Presentations
– How to do Social Marketing on a
Shoestring Budget
– Using Behavioral Theories to Create
Health Messages
– Combining PRIZM Data with Behavioral
Theories for Targeted Audience Outreach
Social Marketing Month
Activities
Presentations
– PRIZM Commercial Marketing Database,
November 28th
– Tools of Change Webinar highlighting
NC DPH, November 17th
Displays in each building
“I don’t see why management
doesn’t let everybody know you
are available as a resource, as part
of orientation.”
–Building #1
“Consultee”
“North Carolina is the only state you
ever hear of that is doing anything
with social marketing.”
–Craig Lefebvre
Pawtucket Heart Health
Program