Transcript Civic Engagement using Social Marketing and Social Media

Civic Engagement
using
Social Marketing and Social Media
Holly Nevarez
Associate Professor
Department of Health & Community Services
California State University, Chico
What social media
outlets do you use?
The class
• Health Education Planning: Theory and
Practice (HCSV 471)
– Health Science with an option in Health Education
students
– Senior level competency course
– Objective: for students to understand program
planning theories
The Project – picking a topic
• As a class an agency/topic is selected through
a democratic process
– Internships
– Volunteerism
– Other
• Instructor contacts agency
The Project creating marketing materials
The Project creating marketing materials
Videos
Goal: to increase voluntary behavior
not all videos are sad
The Project – student assignment
• Each student creates their own social
marketing campaign
– Goals & objectives
– 4 P’s of marketing
– Program plan
• Identify their social market
• Identify their market segmentations
• Create a timeline/calendar for implementation
Implementation
• Create facebook page
Process Evaluation
Evaluation – students
• Identify needs of a target
population.
• Evaluate their program plan
– Meet goal & objectives?
– Follow program plan?
– Evaluate segment populations
• Identify key messages that interest
and motivate others.
• Achieve measurable results.
• Use of text and images to convey
persuasive information
• Persistence in a task over many
weeks.
Evaluation – Agency
• Increase awareness of the services provided
by the local non-profit organization.
• Increased awareness of the needs of the
organizations target population.
• Increased donations.
Evaluation - Instructor
• Teach social marketing as a program planning
theory .
• Provide students with a civic engagement
opportunity.
• Meet a previously unmet need in the
community.
Other ideas
Clothes for the
Rape Crisis Center
Hygiene products for
the homeless
Socks for the
homeless