Putting the Social into Marketing: Personal Engagement Strategies Richard Burns, Managing Director ESM Foundation May 5, 2012 Hosted by: George Washington University, Center for Global Health
The TRAction project funds studies to o Develop, test and compare approaches to more effectively deliver health and nutrition interventions, o Increase utilization, achieve coverage, and scale up evidence-based interventions for priority health problems. TRAction facilitates partnerships between developing and developed country research institutions, provides technical oversight, supports knowledge management and dissemination, and manages contracting/reporting functions. Current priority research areas o Maternal, newborn and child health, o Nutrition (including food security linkages), o Population, family planning and reproductive health, o Infectious diseases, such as malaria and tuberculosis.
• USAID/Ghana funding as part of broader GDA program with JICA, Ajinomoto, Univ. Ghana, & Nevin Scrimshaw Int’l Nutrition Foundation. GAIN technical assistance. • “Implementation Research for Delivery System of Nutrient Supplement (Koko Plus) in Ghana” • Sugar, Soy, Micro-nutrients • Local manufacture by Yedent • CARE pilot for NGO distribution • GAIN - Univ Ghana evaluation • Efficacy study separate
Exp Social Marketing, who and where we are • A 30 year old African Marketing Agency specializing in experiential approaches • More than 330 permanent employees with over 2000 flexible staff – representing virtually every language and culture on the continent We have 19 offices in 15 African countries, • allowing us to activate and provide an end-to- end service for partners with an African footprint. • ESM Foundation is an Exp initiated local Ghanaian non profit.
• ESM foundation under the USAID traction project is tasked to carry out the “Implementation Research for Delivery System of Nutrient Supplement (Koko Plus) in Ghana” • ESM uses Exp’s experiential approach as follows:
EXPERIENTIAL MARKETING TO ACHIEVE BEHAVIOUR CHANGE
Passive to Active Communication Yesterday Today Pull Push Quantity Quality Create Experiences Buy Impressions Grab Attention Give Attention Talk to Target Audience Listen Build Relationships Communicate Values & Benefits Source: Experienced Economy
People Generally Remember
What is Experiential Marketing? In the context of BCC, Experiential Marketing refers to evidence-based design and execution of live, one-on-one activities that emotionally engage target groups with messages, activities or programs that are personal, relevant and meaningful behaviour change experiences. It is about identifying the emotional triggers a target audience has with a cause and then personally leveraging them.
Communication Experiential Communication is prefaced off the understanding that: “I recognise and empathise with MY content and therefore respond to YOUR messaging.”
Strategic approach ESM proposed both an upstream and downstream communication campaign Experience has shown us that a critical step to achieving positive behaviours is to enable the environment. Often the community and culture limit the ability of individuals to change their behavior Create a winning proposition through building on peoples aspirations and then linking the behavior change as a catalyst thereof.
Communication & Media Limited geographical scope limits media “Your Stories are about OUR children” – a structure of perpetual storytelling Local Radio will be used to tease the big idea into the community and to launch the storyline in a dramatized “Theatre of the mind” format. ‘Talking walls’ and mobile outdoor Sampling, edutainment and pack collection incentives
Access Build support from the local traders to stock Kokoplus Provide point of sale materials and trade promotions Ensure universal product availability Push demand through communication
Thank you! Contact Details: Richard Burns Tel: +233 24 431 9287 rburns@expghana.com www.expagency.biz
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