Post on 30-Mar-2015
“Working for a healthier and safer North Carolina”
“Working for a healthier and safer North Carolina”
Doing Good Next Week & Next Year:
Using Marketing for Program Sustainability
Healthy Carolinians ConferenceGreensboro, NC
October 9, 2008
Mike Newton-Ward, MSW, MPH
Real Life Audience Research
1.What brought you here today?
2.Sustainability—what are your successes and trouble spots?
3.What are your experiences with marketing?
4.What do you think of when you hear “marketing?”
“Working for a healthier and safer North Carolina”
Sustainability Through Marketing Lens
Marketing Mission Behavior Audiences Barriers Benefits
Sustainability Impact Funding Membership &
Partnerships Promotion Scanning the
environment
“Working for a healthier and safer North Carolina”
Your Mission & Goals
• You can’t have a marketing plan without an overall plan!
• ALL activities should support your overall mission & goals!
M arketing Plan
“Working for a healthier and safer North Carolina”
Your Partnership’s Mission Statement
Do you know what it is?
Write it down.
What is working well to live it out?
What is not working well?
“Working for a healthier and safer North Carolina”
What is Your “BHAG?!”
“Working for a healthier and safer North Carolina”
It’s ALL About Behavior! Join your partnership Donate funds Provide a free meeting space Find a model policy Share their statistics Present to the county commissioners Write a letter to the editor Lick envelopes Come to the meetings!
“Working for a healthier and safer North Carolina”
WHO Needs to Do It?Your Audiences
Hospital staff? Concerned citizens? DSS? School board? Affected citizens? Faith communities? Civic organizations? Others?
“Working for a healthier and safer North Carolina”
Your Partnership:WHO Needs to Do WHAT?
Behavior Audience
“Working for a healthier and safer North Carolina”
Why Do People Do What They Do?!
Benefits vs. Barriers!
“Working for a healthier and safer North Carolina”
Your Audiences:Some Things to Remember• “One size fits all” = throwing
spaghetti on the refrigerator!
• People differ
• Organizations differ-What is important to them?
-What motivates them?
-What are their concerns?
-What is their mission?
• Your audiences are like fruits!
“Working for a healthier and safer North Carolina”
Traditional Approach: Do the same thing for everyone, target the “general public.”
That sounds great!When and where?
You are doing X.
Our mission
really is to do Y and Z.
Last time we got offered resources, we never
knew what happened.
Our staff and funding just got
slashed!
Adapted from Jenny Kohr, CDC
Example: Ask another organization to join your partnership.
“Working for a healthier and safer North Carolina”
Approach: Find out about their mission. Look for ways your effort can help theirs.
Segmentation Approach: Breaks people into homogeneous groups and tailors programs and messages to each group
Approach: Acknowledge bad experience. Describe how you are good with follow-up.
Approach: Focus on other organizations. Offer to keep them in the loop.
You are doing X. Our mission
really is to do Y and Z.
Last time we got offered
resources, we never knew what
happened.
That sounds great! When and where?
Our staff and funding just got
slashed!
Adapted from Jenny Kohr, CDC
Approach: Thank them, sign them up, and honor them publicly!
“Working for a healthier and safer North Carolina”
Your Audiences:What You Know
Audience Barriers Benefits
“Working for a healthier and safer North Carolina”
Need More Audience Information? No Problem!
“Simplified Elicitation Methodology”
For Behavior X:
1. What makes doing X easier? What makes doing X harder?
2. What are the good things that happen when you do X? What are the bad things that happen?
3. Who would approve of your doing X? Who would not approve?
“Working for a healthier and safer North Carolina”
Pulling it All Together!Impacting Audience Behavior
Decrease the Barriers
Offer Benefits
Increase Facilitators
Make it “Fun, Easy & Popular!”
BEHAVE FrameworkTARGET
AUDIENCE ACTION ACTIVITIES
11Know exactly who your audience
is and look at everything from their point of view.
22Your bottom line: the audience’s
action is what counts.
33People take action when it
benefits them. Barriers keep them from acting.
44All your activities should maximize the benefits and minimize the barriers that
matter to the target audience.
Base decisions on evidence and keep checking in.
A specific target audience Take a specific, observable action under certain conditions
Who? What?
What determines that action Activities aimed at the behavioral determinants
to:In order to help: through:
Why? How?
DETERMINANTSwe will
focus on:
“Working for a healthier and safer North Carolina”
Wait! What Happened to the Messages and the Promotions?!
“Working for a healthier and safer North Carolina”
Warning!
Messages Alone Marketing!
“Working for a healthier and safer North Carolina”
“Working for a healthier and safer North Carolina”
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10000
1994 1995 1996 1997 1998 1999 2000
Consumption Media Buy Awareness
Got Behavior Change?
“Working for a healthier and safer North Carolina”
Messages and Promotions
• Don’t think media first!
“Working for a healthier and safer North Carolina”
Messages and Promotions
• Then think message, then channel.
• Start with your audience first!
“Working for a healthier and safer North Carolina”
Messages and Promotions
• Work with professionals.
“Working for a healthier and safer North Carolina”
Messages and Promotions Best Practices
Presenting information in a way that
•is memorable•stands-out from competing messages•is repeated again, and again, and again•has a “call to action”•respects culture•is in a place and at a time they will notice•uses media they attend to
Real Life Audience Research
Questions?
“Working for a healthier and safer North Carolina”
Healthy Carolinians Partnerships: Special Considerations
Using your Community Assessment
How do you differentiate yourselves from the health department, the hospital, other health providers?
“Working for a healthier and safer North Carolina”
Sustainability Impact Funding Membership & Partnerships Promotion Scanning the environment
“Working for a healthier and safer North Carolina”
• Foundations
• Businesses
• Partners and stakeholders
• Marketing and media agencies
• Government sources
• Any others?
Funding Sources
“Working for a healthier and safer North Carolina”
Going for the “Ask”Going for the “Ask”
YourYourNeedsNeeds
TheirTheirGoalsGoals
“Working for a healthier and safer North Carolina”
Use a Marketing Approach!
• Consider funders as a target audience
• Get to know their needs, wants, goals- any common interests?
• What are benefits and concerns for them about our proposal?
“Working for a healthier and safer North Carolina”
Use a Marketing Approach!
• How does our audience of interest relate to their mission and goal?
• Which “pitch” works best? - facts and figures? - “Human interest” stories?
“Working for a healthier and safer North Carolina”
• Articulate: - value to funder - benefit to the audience
• Address funder concerns and barriers
• Ensure a “smooth administrative process” (make it easy for them to support you)
• Provide “assurance of measurable outcomes” (let them know what happens)
Use a Marketing Approach!
“Working for a healthier and safer North Carolina”
Got a Shoestring Budget?
•Use college or high school students, or academic departments
•Ask for freebies, in-kind donations (for recognition, tax write-off, because company will contribute to making a difference)
•Use initial price quote as starting point, and negotiate down
•Use existing research/creative materials; modify materials
“Working for a healthier and safer North Carolina”
Sustainability:Impact
Successes Trouble Spots Behavior Audience Barrier/Benefit Remedial Action
“Working for a healthier and safer North Carolina”
Sustainability:Funding
Successes Trouble Spots Behavior Audience Barrier/Benefit Remedial Action
“Working for a healthier and safer North Carolina”
Sustainability:Membership/Partnerships Successes Trouble Spots Behavior Audience Barrier/Benefit Remedial Action
“Working for a healthier and safer North Carolina”
Sustainability:Promotion
Successes Trouble Spots Behavior Audience Barrier/Benefit Remedial Action
“Working for a healthier and safer North Carolina”
Sustainability:Scanning the Environment Successes Trouble Spots Behavior Audience Barrier/Benefit Remedial Action
“Working for a healthier and safer North Carolina”
Remember!Marketing Mission Behavior Audiences Barriers Benefits
Sustainability Impact Funding Membership &
Partnerships Promotion Scanning the
environment
“Working for a healthier and safer North Carolina”
Contact Information
Mike Newton-Ward, MSW, MPHSocial Marketing ConsultantNC Division of Public Health1915 MSCRaleigh, NC 27699-1915
E-mail: mike.newton-ward@ncmail.net