Transcript Addressing SBHC Challenges through Social Marketing

Addressing SBHC Challenges
Through Social Marketing
Liz Smith Currie
Maesie Speer
Today We Will
1. Identify the key elements of social
marketing
2. Describe your target audience and their
gatekeepers
3. Develop a pitch for your SBHC marketing
efforts
4. Identify possible vehicles for marketing to
your target audience
Social Marketing:
Basics and History
The Power of Traditional Marketing…
Last year, Americans spent $15 billion on this
luxury item.
No, it's not Apple iPods.
Nope, it's not on movie tickets.
How can we harness
the power of
traditional marketing
to improve our
community?
In brief…
Social marketing is planning and
implementing programs to change
a behavior using concepts from
commercial marketing.
Old School:
We tell you what to do
No significant reduction in
the use and trafficking of
illegal drugs was seen
during the height of this
campaign.
New School…
Social marketing takes into account the
values, beliefs and desires of the audience
Stage 1 of Social Marketing:
PLANNING
Given Circumstances:
- Urban high school
- SBHC is underutilized by students of color
- These students are at greater risk for
negative health outcomes
- Majority of these students are uninsured
Goal Setting
Be SMART when setting your goal.
S = Specific
M = Measurable
A = Achievable
R = Realistic
T = Time-phased
* By June 2008, we will see 20 first-time clients of color.
Target Audience and Gatekeepers
The target audience is the focus of
your marketing effort.
* Students of color
Gatekeepers: those who influence your
target audience.
* Peers, parents, teachers, admired public figures
You Don’t Have to
Set the World on Fire
(You Just Need to Start a Spark)
How many people do you need to reach?
It may be less than you think.
Number of soldiers’ moms needed to galvanize
the public to start questioning the war: . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . 1
Number of parents who successfully petitioned a school
board in Vista, California, for abstinence-only education: . . . . . . . . . . . . . . 9
Number of families that pressed for the
9/11 Commission: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Ultimately, the goal is action
Be clear about what action you want
from your target audience.
What is it you want them to do?
* Come into the SBHC and interact with staff
Values and Beliefs
What are the top concerns of your audience?
What do they care about and how does that influence
their decision making process?
Don’t know? – ASK!
* Social acceptance, violence in school/neighborhood, passing classes
Exchange/Benefit
You must offer your audience something appealing in
return for changing behavior.
What makes it worth their while to do what you want?
* Safe place to go, confidentiality, quick and easy to access, adults
that care
Programs to influence action will be more effective if they are
based on an understanding of the target audience’s perceptions of
the exchange.
Barriers
What keeps your target from doing what
you want them to do?
What barriers are in place that you need to
consider?
* They don’t know about us, don’t understand importance of
prevention, they don’t trust us yet, language and cultural barriers,
stigma around accessing services, location of clinic
Assets
What assets can help you overcome these
barriers?
* Bilingual staff member, extended hours, staff in neighborhood,
supportive teachers/administration, board member at an African
American church, a couple of strong student advocates
Stage 2 of Social Marketing:
THE PITCH
Tailoring a message to your audience means
taking the audience’s perspective into
account—speaking to audience members
rather than at them. It does not mean losing
your own perspective or compromising your
values to tell people what they want to hear.
Messages and Emotions
Many social marketing efforts discuss values,
but few efforts actually make deliberate
decisions about what kind of emotion they
want to invoke. Anger? Hope?
Empowerment?
All of these can be powerful motivators when it
comes to getting someone to act.
So What? Why Should I Care?
Get them to care by making it personal:
• Make it personally relevant.
• Make a personal connection.
• Get people personally involved.
• Give them a personal reward.
BUT…
Don’t rely on assumptions or
conventional wisdom to identify what
makes an issue personal for target
audiences.
Vehicles and Activities
These are the “how” of your marketing plan.
What vehicle are your going to use to get your
message to your target—a brochure? The press? The
school electronic sign?
Where do you reach your audience? At football
games? In the classroom? At lunch?
Marketing Efforts Include 4P’s
• Create an enticing "Product" (i.e., the package of
benefits associated with the desired action)
• Minimize the "Price" the target audience believes it
must pay in the exchange
• Make the exchange and its opportunities available in
"Places" that reach the audience and fit its lifestyles
• Promote the exchange opportunity with creativity and
through channels and tactics that maximize desired
responses.
Vehicle Carousel Activity
You Don’t Have to Go It Alone!
Get Help
• Consider hiring a professional
• Who can you partner with? Other
organizations? School clubs? Classes?
• Contact the Network. Liz and Maesie can
help you work through your goals.