Transcript Social Marketing 2010 - Arizona Nutrition Network

Social Marketing
Cori Lorts, MPH, RD
Social Marketing Manager
Outline
• Theory of Social Marketing
• Grow a Healthy Child campaign
• The website
Theory of Social Marketing
• Why Social Marketing?
– It works!
– Research-based effective practice for creating
behavior change
• How does it work?
– Its from the target audience’s point of view
Target Audience
• It’s all about the target audience
– Their thoughts
– Their feelings
– Their beliefs
– Their attitudes
– Their knowledge
– Their behavior
You + Me ≠Social Marketing
• I am not the target audience
• You are not the target audience
• Who is the target audience?
– Food stamp participants and those eligible!
• When doing anything, always ask “what
does the target audience want/need?”
Effective Practices
• When materials/campaigns (or anything!)
are created with the target audience in
mind, they resonate with the target
audience
– The target audience listens
– The target audience acts!
How do you?......
• How do you find out what will resonate
with the target audience?
– Research!
•
•
•
•
Focus groups
Intercept interviews
Key informant interviews
Surveys
Example 1
• Fruit and Vegetable Campaign 2007:
– In focus groups, original explorer idea
included a line about how fruits and
vegetables are more valuable than gold
– Mothers did not like this
– What would have happened if we did not test
the idea and created the TV spot as originally
intended?
Example 2
• Go Low Campaign 2007
– “Choices” was a favorite among ADHS staff.
– When tested, many women were resentful of
their only being 1 choice for milk due to recent
policy changes in WIC.
– What if we went with our favorite and didn’t
test?
Theory of Social Marketing
• Social Marketing works because it speaks
to the target audience in their language,
with their beliefs and knowledge.
• Effective campaigns speak to the mom’s
and motivate them to take action
• Ineffective campaigns can lead to
dismissal and even resentment.
So remember…
•
•
•
•
You + Me ≠Social Marketing
Always keep your target audience in mind
Always check for literacy level!
If you don’t have the money and time for
research, find someone who does or look
for secondary resources!
• I am always here to help.
Grow a Healthy Child 2008
• Results from previous research:
 From GHC 2006, mothers liked the movement
and transition. They also liked the interaction
between the mother and child and seeing the
child growing at the end.
 5 concepts were created for GHC 2008. The
current spot, “Table”, was chosen because it
was the only spot that contained all aspects
cited by mothers: interaction, movement,
transition and children growing.
Grow a Healthy Child Campaign
• Will run February-May
• Post-test will occur in late May
• In February, had first drop of door hangers
state-wide
– Received 74 calls for recipes. Highest number
ever.
Network Tools
• The website, www.eatwellbwell.org, has
many resources available:
– About Us
– Partner Tools
– Network Campaigns
– Recipes
– Useful Links
About Us
• You can find information on:
–
–
–
–
The Network
Different types of partners
Current partners
How to become a partner
(applications etc)
Partner Tools
• In this section you can:
– Order materials
– Reserve costumes, games and inflatables
– Download policies and procedures, quarterly
reports and adopt an office guidebook
– Link to the latest nutrition guidelines
– Print/download recipes
– Download all social marketing materials
– Download research reports
Network Campaigns
• Here you can:
– Read about social marketing
– Read about Bobby and his buddies
– Download marketing materials (same
as in partner tools)
– View the logos and guidelines
– Download the graphic standards
– Watch videos
Useful Links
• There are links to:
–
–
–
–
–
–
The latest nutrition information
Nutrition education resources
Information on food safety
Financial assistance programs
Breastfeeding resources
Websites that offer statistics, facts
and figures
The website
• An excellent resource for partners
• Can be used to download materials, read
about the latest research, order materials,
read the policies and procedures and
much more!
• If you have a question about the program,
search the website – it might just answer
it!
Summary
• Social marketing is a process that ensures
your target audience will listen to your
message and take action
• Grow a Healthy Child used this process to
develop a family meals campaign
• Grow a Healthy Child will run FebruaryMay
• Use the website as a resource for your
program