SUMA/Orchard Social Marketing

Two social marketing experts partnered in 2002 to create SOSM Both firms began in early 1990’s PromotionCathy Schechter and Melanie SussweinTogether with staff and partners, SOSM has done social marketing from A to Z

Adolescent Health Asthma African American Breastfeeding Cancer Community Preparedness Diabetes Domestic Violence Prevention & Education Emergency Rooms Early Childhood Intervention Fruits & Vegetables Flu Prevention Fit Kids Gen X Hispanics HIV Care Immunizations Juice Kissing Doesn’t Cause AIDS Legal Aid Litter Prevention health Literacy Medicaid Nurses Obesity Osteoporosis Perinatal HIV Questions about all this Respiratory Health Suicide Prevention Tobacco Cessation Training & Technical Assistance Undocumented Workers Vaccinations WIC Website Usability for People with Disabilities Youth Risk Behavior Survey Zobey

Social Marketing is a DISCIPLINE geared to promote behavior change.

Social Marketing is a distinct process.

How is Social Marketing Different from Advertising?

Promotes behavior change for better healthPuts consumers front and centerRelies on research from beginning to endMeets consumers where they are, physically, intellectually, emotionally, spirituallyHolistic Approach: Considers the classic 4 P’s of marketing, plus 3 additional P’s

A good campaign should be built like a sturdy and buoyant

boat.Plus, an understanding of the final destination, and the limits of what

this little boat will carry.

Our Day

Overview of Social MarketingQ &A

Application of Social Marketing in Ohio HIV Case Study

Interactive Activities

Quantitative

What are the 4 P’s of Marketing?

ProductPlacePricePromotion

What 3 P’s are Missing?

Public PolicyPartnershipsPrograms

Social Marketing Model

Steps for a Successful Campaign

What is the Problem? Who is Affected?

Define the ProblemReview relevant data- epidemiological, gender, ages, races/ethnicities, locationsOpportunities to collaborate with the groups that will make you successful

Define the AudienceBroad understanding- primary and secondaryHelps identify influencers

Determine the BehaviorWhat needs to change

Why is Phase I Formative Research Most Important?

Confirms the primary target audienceOffers insight into sub-target audiencesKnowledge of trends and best practices inform campaign developmentMapping prevalence helps identify primary field sites Leads to a strategic campaign planInforms development of campaign elementsAvoids wasteful spending

Components of Formative Research

Best Practice/Existing Research InventoryDetermine Method(s)Instrument Design

ScreenerGuide

RecruitingData CollectionData Analysis

Qualitative Research Allows the Audience’s Voice to be Heard

Formative Research Begins with Qualitative

ObservationIn-depths with experts, key stakeholdersFocus groups with target audiencesOne-on-one interviews

Formative Research Drives the Campaign

Minimize preconceived notions to what research has documentedMay not be what you thought it would beInforms more specifically pre-campaign

KnowledgeBeliefsAttitudesPerceptionsMotivation to change

Formative Research: Positive Impact on

Campaign DevelopmentGenerates messages that are relevant, comprehensible, motivational, persuasiveConsiders audience preferences for ways to receive messages Informs distribution for greater saturationInforms more targeted media placementGenerates ideas for earned mediaAvoids wasteful spending

There is a method for qualitative site selectionData Sources might include (e.g.)

Epidemiological dataCensus data

Considers diversity of age, ethnicity, psychographic, and geographic profilesInternal Politics

Client may direct for their own reasons

Where Should We Go For Research? Site Selection

Method?What might we learn from:

Observation?Stakeholder and Expert Interviews?Focus groups?In-depth interviews?

Observation

The flow and characteristics of a systemHow people experience and behave in that situationPotential places to insert messages within the existing system to change behavior

Experts & StakeholderInterviews

Helps identify community leaders, influencersConnects the data to community facesLeads to identification of promising practices, effective messages and media

Focus GroupsHelps identify patterns, trends, barriers, dissemination opportunitiesHelps researchers understand how people speak to each other about the topicOpportunity to field test for ideas Participants should share like characteristics2 hours maximum8-10 people is ideal2 groups minimum per demographic group

In-depth Interviews

Opportunity to drill down into specific themes emerging from focus groupsLearn how individuals do, feel, decide, learn…

DADSField Testing Print MaterialsSensitive Topics

Instrument Design

To be on a quest is nothing more or less than to become an asker of questions.

Sam Keen

A prudent question is one half of wisdom.

Francis Bacon

Instruments

Screener

Begin with Essential CriteriaMove to Potentially SensitiveDisqualifying QuestionsEnd with Open Ended

Screener

Project Name Population

Gender Terminate Continue

Age Usually a range

Language What language are you comfortable speaking in a group setting?

Essential Info Program Involvement, profession, receiving services

Income Working with FLP- includes family size… Do you make less than?

Race How would you describe your ethnicity or race?

Disqualifiers Have you or anyone in your family…

Open Ended Question What is the most important issue…

Focus Group Guide

Guide and only a guideCollaborative ProcessSeveral IterationsPretestOpen Ended Questions

Focus Group Guide

Focus Group GuideFollows a conversation

• Introduction• Joining Exercise• General Question leading to topic of conversation to

the specific • Research details• Field Test (if applicable)• Closing

In-Depth Interview Guide

In Depth Interview GuideOpportunity for more specific and detailed researchOpportunity to build a relationship

Recruiting

Trained Recruiter Vs. Community recruitingCompensationReminderFoodConsent Forms

Data Collection

Field WorkGreet PeopleSummarize and paraphraseWrite down when information is freshTape RecordingNeed for Uniformity in Completing Research

Data Analysis

Begin ImmediatelyCollaborative ProcessCode InformationLook for common themesIllustrative QuotesJargon/Word usageMisconceptionsDeviant Case Analysis

Social Marketing Messages

Product (what are you trying to “sell”?)Place (where are people in their actual physical being, emotional space or even spiritually?)Price (what do people need to give up to “buy” into your message? Can be a belief or a behavior)Promotion (how & where are people most likely to pay attention to the message?)

Guiding Campaign Development with Qualitative Findings

Key messages (what do people need to know most?)Most effective media and/or points of distributionLanguage preferencesBudget considerationsBreaking through clutter

Competition

FIELD TEST MATERIALSNow it is time to…

What Should We Create to Field Test?

PrintLogos/brand identityMessagesPhotographs or illustrations

Radio (scripts)Video (storyboards)Electronic media (websites)

A Word about “Emerging Technologies” and “Social Media”

From our perspectiveSocial media, text campaigns, etc., are a TACTIC and not an end in themselvesWe only use technologies if the audiences tell us they are the way to reach themDavid: have you seen any indication yet that these technologies work?

Pre-Test BasicsObjectives

Determine if the materials…Speak to whom you want them to speakSay what you want them to sayTeach what you wanted people to learnMotivate in the way you desire

Pre-Test BasicsBrainstorm Questions

Category Example Question

Attractiveness What do you think….?

Acceptability How well does this catch your attention? AND does it catch you in a positive or negative way?

Comprehensibility What does this say/mean?What is this asking you to do?

Motivational What would you do after reading this?

Relevance Who do you believe this was designed for? What will you do after reading/seeing/hearing this?

Print

Keep your audience in mindCultural preferencesLiteracy levels (use Flesh- Kincaid or Fog Index for readability of written materials)Don’t assume low-literacy means a lack of visual sophistication!Web-savvy or not?

Print

Active voiceBullet pointsPhotographs & illustrationsAvoid text-heavy; keep ample white spaceTables (carefully and ALWAYS field test, as tables and graphs are easily misunderstood)Use bolding for emphasis

Evaluation Phase: Measuring Knowledge, Attitudes and Behavior Change

QUESTIONS?