Working for a healthier and safer North Carolina Doing Good Next Week & Next Year: Using Marketing...

“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?”


Sustainability Through Marketing Lens

Marketing Mission Behavior Audiences Barriers Benefits

Sustainability Impact Funding Membership &

Partnerships Promotion Scanning the

environment


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


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?


What is Your “BHAG?!”


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!


WHO Needs to Do It?Your Audiences

Hospital staff? Concerned citizens? DSS? School board? Affected citizens? Faith communities? Civic organizations? Others?


Your Partnership:WHO Needs to Do WHAT?

Behavior Audience


Why Do People Do What They Do?!

Benefits vs. Barriers!


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!


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.


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!


Your Audiences:What You Know

Audience Barriers Benefits


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?


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:


Wait! What Happened to the Messages and the Promotions?!


Warning!

Messages Alone Marketing!


0100020003000400050006000700080009000

10000

1994 1995 1996 1997 1998 1999 2000

Consumption Media Buy Awareness

Got Behavior Change?


Messages and Promotions

• Don’t think media first!



• Then think message, then channel.

• Start with your audience first!



• Work with professionals.


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?


Healthy Carolinians Partnerships: Special Considerations

Using your Community Assessment

How do you differentiate yourselves from the health department, the hospital, other health providers?


Sustainability Impact Funding Membership & Partnerships Promotion Scanning the environment


• Foundations

• Businesses

• Partners and stakeholders

• Marketing and media agencies

• Government sources

• Any others?

Funding Sources


Going for the “Ask”Going for the “Ask”

YourYourNeedsNeeds

TheirTheirGoalsGoals


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?



• How does our audience of interest relate to their mission and goal?

• Which “pitch” works best? - facts and figures? - “Human interest” stories?


• 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)



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


Sustainability:Impact

Successes Trouble Spots Behavior Audience Barrier/Benefit Remedial Action


Sustainability:Funding



Sustainability:Membership/Partnerships Successes Trouble Spots Behavior Audience Barrier/Benefit Remedial Action


Sustainability:Promotion



Sustainability:Scanning the Environment Successes Trouble Spots Behavior Audience Barrier/Benefit Remedial Action


Remember!Marketing Mission Behavior Audiences Barriers Benefits

Sustainability Impact Funding Membership &

Partnerships Promotion Scanning the

environment


Contact Information

Mike Newton-Ward, MSW, MPHSocial Marketing ConsultantNC Division of Public Health1915 MSCRaleigh, NC 27699-1915

E-mail: [email protected]

Working for a healthier and safer North Carolina Doing Good Next Week & Next Year: Using Marketing...

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