D EVELOPING Y OUR S OCIAL M ARKETING P LAN March 10, 2015
SAMHSA’ S “N OW IS THE T IME ” I NITIATIVES Banning military-style assault weapons and P RESIDENT ’ S high-capacity Closing background magazines, and taking “ N OW IS THE T IME ” check loopholes to other common-sense keep guns out of steps to reduce gun P LAN dangerous hands. violence. SAMHSA’ S Making Increasing access to “ N OW IS THE T IME ” schools mental health safer. services. I NITIATIVES H EALTHY P ROJECT T RANSITIONS AWARE SEA P ROJECT AWARE LEA
P RESENTERS Lisa Rubenstein, Public Health Advisor Center for Mental Health Services, SAMHSA Jane Tobler, Director Technical Assistance for The Caring for Every Child’s Mental Health Campaign
O BJECTIVES • Understand what social marketing is and how it can benefit youth and young adults and their families in their communities • Become familiar with the social marketing process • Be able to identify appropriate communications goals, audiences, strategies, tactics, messages, and ways to evaluate efforts to effectively engage disconnected youth and young adults and promote and sustain behavioral health services for them 5
O BJECTIVES • Identify communications goals based upon your program goals • Identify one or two specific primary audiences for your social marketing efforts • Share examples of strategies that are appropriate for these audiences • Discuss successes and challenges in developing your social marketing plans 6
H EALTHY T RANSITIONS P ROGRAM G OAL Provide services and supports to youth 16 to 25 years old who have serious mental health conditions, co-occurring disorders, or are at risk for developing serious mental health conditions. 7
W HAT I S S OCIAL M ARKETING ? Social Marketing is a process… • …that applies marketing principles and techniques to create, communicate, and deliver value in order to influence behaviors that benefit society as well as the audience (Kotler, Lee, and Rothschild). • …for creating, communicating, and delivering benefits that an audience wants in exchange for audience behavior that benefits society without financial profit to the marketer (Smith). 8
W HAT I S S OCIAL M EDIA ? Webster’s dictionary defines it as: “ Forms of electronic communication (as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos ).” 9
S OCIAL M ARKETING P LANNING P ROCESS GOAL EVALUATION AND AUDIENCE MID-COURSE CORRECTIONS PRE-TESTING & MESSAGE IMPLEMENTATION ACTIVITIES, EVENTS, CHANNELS MATERIALS 10
S OCIAL M ARKETING : GOAL GOAL Your social marketing EVALUATION AND MID-COURSE AUDIENCE CORRECTIONS plan goals should state desired outcomes for your communications PRE-TESTING & MESSAGE IMPLEMENTATION efforts. ACTIVITIES, CHANNELS EVENTS, MATERIALS 11
S OCIAL M ARKETING : GOAL • Answer the following questions to determine your social marketing goals: – What issue is most important to your program right now? – Who is most affected by this issue? – Who makes decisions about this issue? – How do your communications goals serve your program goals? 12
S OCIAL M ARKETING : AUDIENCE GOAL Your audience is AUDIENCE EVALUATION AND made up of MID-COURSE CORRECTIONS individuals or groups within stakeholder communities that PRE-TESTING & MESSAGE IMPLEMENTATION you need to engage to reach program ACTIVITIES, EVENTS, CHANNELS goals. MATERIALS 13
S OCIAL M ARKETING : AUDIENCE Secondary audience • Those who are also affected by the success of your program goals Other sources of support • Partners, advisors, and board members 14
W HERE D OES Y OUR AUDIENCE S TAND ? Continuum of Understanding and Acceptance Basic Desire to learn Unawareness Interest Full support understanding more 15
S OCIAL M ARKETING : MESSAGE GOAL Messages are closely tied EVALUATION AND AUDIENCE MID-COURSE CORRECTIONS to your goals and deliver important information about the issue MESSAGE PRE-TESTING & IMPLEMENTATION compelling the audience to think, feel, or act. ACTIVITIES, EVENTS, CHANNELS MATERIALS 16
S OCIAL M ARKETING : MESSAGE • Messages should: – Show the importance, urgency, or magnitude of the issue – Show the relevance of the issue – Put a “face” on the issue – Be tied to specific values, beliefs, or interests of the audience – Reflect an understanding of what would motivate the audience to think, feel, or act – Be culturally and linguistically competent – Be memorable 17
S OCIAL M ARKETING : CHANNELS • Communications channels GOAL carry the messages to the priority audiences. EVALUATION AND AUDIENCE MID-COURSE • Answer the following CORRECTIONS questions to determine the best channels for your PRE-TESTING & MESSAGE IMPLEMENTATION program: – Where and how does this audience group or other source ACTIVITIES, of support spend their time? EVENTS, CHANNELS MATERIALS – What are their gender, ethnicity, and income level? 18
S OCIAL M ARKETING : CHANNELS – What are the language considerations? – What or whom are they influenced by? – What makes new information credible for them? – What or who could motivate change or action? – What media, organizations, agencies, councils, informal systems, and other sources of information are your primary and secondary audiences more likely to trust? 19
S OCIAL M ARKETING : ACTIVITIES, EVENTS, MATERIALS • In choosing these, consider: – Appropriateness to GOAL audience, goal, and message EVALUATION AND AUDIENCE MID-COURSE – Relevance to desired CORRECTIONS outcomes – Timing PRE-TESTING & MESSAGE – Climate of community IMPLEMENTATION toward the issue/activity – Costs/resources ACTIVITIES, CHANNELS – Cultural competence EVENTS, MATERIALS (including language) – Environmental/geographic considerations 20
S OCIAL M ARKETING : ACTIVITIES, EVENTS, MATERIALS • In choosing these, consider: – Appropriateness to audience, goal, and message – Relevance to desired outcomes – Timing – Climate of community toward the issue/activity – Costs/resources – Cultural competence (including language) – Environmental/geographic considerations 21
S OCIAL M ARKETING : PRE-TESTING GOAL EVALUATION AND AUDIENCE MID-COURSE CORRECTIONS PRE-TESTING & MESSAGE IMPLEMENTATION ACTIVITIES, EVENTS, CHANNELS MATERIALS 22
S OCIAL M ARKETING : IMPLEMENTATION Once you have GOAL determined what EVALUATION AND needs to be done, AUDIENCE MID-COURSE CORRECTIONS the allocation of time, staffing, and budget PRE-TESTING & MESSAGE IMPLEMENTATION will determine how each planned activity ACTIVITIES, CHANNELS EVENTS, proceeds from concept MATERIALS to reality. 23
S OCIAL M ARKETING : MID-COURSE CORRECTIONS • Process evaluation is a way to make mid-course GOAL corrections. EVALUATION AND • Ongoing evaluation and MID-COURSE AUDIENCE CORRECTIONS mid-course corrections also allow you to: MESSAGE – Identify milestones; PRE-TESTING & IMPLEMENTATION – Determine strengths and weaknesses; – Identify obstacles; ACTIVITIES, CHANNELS EVENTS, – Create and implement new MATERIALS approaches for success; and – Consult with communications 24 technical assistance advisors.
P RESENTER C ONTACT I NFORMATION Lisa Rubenstein Lisa.Rubenstein@samhsa.hhs.gov 240 – 276 – 1927 Jane Tobler JTobler@vancomm.com 202 – 248 – 5452 25
Need additional assistance? Contact your TTA Specialists who will provide you with ongoing consultation and coordination of services through the NITT-TA Center. Toll-Free: (844) 856-1749 Email: NITT-TA@cars-rp.org
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