Social Marketing Campaign Guidelines for completion and - PowerPoint PPT Presentation

Social Marketing Campaign Guidelines for completion and implementation Presented by the Behavioral Health Resources Team : Kimberly Stinchcomb, MPH Nicole Sealfon, MPH Marianne Gibson, MS Fadia T. Shaya, PhD, MPH

Administrative • All attendees will be automatically muted during the call • Please enter questions in the questions box and we will address them at the end of the webinar • Thank you for joining!

Objectives • Define a social marketing campaign • Describe the 10 steps to campaign development • Provide an example of a collaborative campaign • Increase the quality of messages and the effectiveness of campaigns • Clarify expectations and present resources • Improve efficiency in the approval process

What is Social Marketing? Social marketing: is the use of marketing theory, skills, and practice to achieve social change, promote the general health, raise awareness and induce changes in behavior https://effectiveinterventions.cdc.gov/en/HighImpactPrevention/SocialMarketing.aspx

Why use a Social Marketing Campaign? • Increase knowledge and awareness of risks • Change attitudes, motivations, and beliefs • Increase positive social norms • Increase the availability and accessibility of health services https://captconnect.edc.org/sites/captconnect.edc.org/files/Slides_NMUPD%20Media%20Campaigns_FINAL_PDF.pdf

Ten Steps for Developing a Social Marketing Campaign 1. Define your Audience 2. Identify Evaluation Measures 3. Identify Channels 4. Identify Benefits 5. Identify Obstacles 6. Determine the Message 7. Test and Refine 8. Collect Data 9. Modify your Work, Based on the Data 10. Analyze evaluation measures https://www.samhsa.gov/capt/tools-learning-resources/developing-social-marketing-campaign

Step 1: Define Your Audience • Locate the population of need • Take time to learn about the target audience – Demographics – Attitudes – Feelings – Beliefs – Values – Motivation – Culture https://www.samhsa.gov/capt/tools-learning-resources/developing-social-marketing-campaign

Step 2: Identify Evaluation Measures • Determining how you will evaluate the success of your campaign will confirm that your message targets the ultimate goal • Evaluate implementation and outcomes • Evaluation should include a behavioral change – Baseline data – Ongoing data collection https://www.samhsa.gov/capt/tools-learning-resources/developing-social-marketing-campaign

Step 3: Identify Channels • Direct delivery – i.e. television, radio, newspaper, magazine, editorials, print ads, billboards, websites, email lists, bulk mailing, special events, contests, awards • Indirect delivery – Coaches, teachers, counselors, athletes, clergy, community, political leaders • Appropriate for the audience – Where the audience gets their information – What channels they consider most credible • Integrated, Multi-Channel Marketing https://www.samhsa.gov/capt/tools-learning-resources/developing-social-marketing-campaign

Integrated, Multi-Channel Marketing Do: – Use multiple media outlets to disseminate your message – Consider the audience when deciding how to share your message – Have all the channels working together (branding) – Make your messages identifiable with a common theme Don’t: – Think of every message as a separate campaign

http://useonlyasdirected.org/resources/

Step 4: Identify Benefits • Why would the target audience want to adopt the behavior promoted in the campaign? • Differentiate between long- and short-term benefits • Determine which benefits are more compelling to your audience using research https://www.samhsa.gov/capt/tools-learning-resources/developing-social-marketing-campaign; http://www.theweek.co.uk/health-science/61119/alcohol-should-have-calorie-counts-on-labels

Step 5: Identify Obstacles • What are the barriers/costs to the behavioral change – Example: Fitting in socially is a barrier to reducing binge drinking • Feasibility – Are people able to make these changes • Benefit must outweigh the costs https://www.samhsa.gov/capt/tools-learning-resources/developing-social-marketing-campaign

Step 6: Determine the Message • State what you want the audience to do – Clear and Concise • Build on what you know about the audience – Remember their knowledge, concerns, and interests • Avoid stigmatizing language • Emphasize positive behavior change instead of negative consequences – Example: Use a designated driver vs Don’t Drink and Drive https://www.samhsa.gov/capt/tools-learning-resources/developing-social-marketing-campaign

Step 7: Test and Refine • Pre-test the message – Focus groups that represent the target audience • Gather information on: – Comprehension – Attention – Recall – Relevance – Sensitivity to cultural characteristics • Use feedback to refine the message https://www.samhsa.gov/capt/tools-learning-resources/developing-social-marketing-campaign

Step 8: Collect Data • Data collection methods – Focus Groups – Surveys – Interviews • To select your data collection method, consider – Cost – What information you want to collect – What questions you need answered https://www.samhsa.gov/capt/tools-learning-resources/developing-social-marketing-campaign

Step 9: Modify Your Work, Based on the Data • Use data collected to refine and adjust your campaign plan – Message – Communication channels – Promotion strategies • Refer back to the target audience https://www.samhsa.gov/capt/tools-learning-resources/developing-social-marketing-campaign

Step 10: Analyze Evaluation Measures • Organize information to share with others • Assess areas for improvement • Gather support for future efforts – State accomplishments – Lessons learned – Recommendations – Ongoing need https://www.samhsa.gov/capt/tools-learning-resources/developing-social-marketing-campaign

An example from the Frederick County MSPF2 team with their marketing firm Channel Communications

Frederick County Campaign • Planning Process – Open Communication with Marketing Firm – Consideration of audience • Message Development – Testing messages – Clear messages with action items

Frederick County Campaign • Relevance to the target audience – Use of emojis – Actors within the target audience • Integrated multimedia marketing – Microsite – Posters – Information cards – Pandora – Website pre-roll – Facebook, Twitter, Instagram, YouTube – Infographics – Banner ads – Geo-fencing • Plans for Evaluation http://www.stayintheknow.org/

Questions for Frederick County?

Planning Resources • Marketing Firm • MassTAPP Communications Toolkit – http://masstapp.edc.org/communications-toolkit • Strategic Plan/Implementation plan – Fidelity to your contributing factor and intervening variable • University of Maryland School of Pharmacy Behavioral Health Resources Team (BHRT)

Worksheet A: Identifying a Strategy to Support through Communications Worksheet B: Profiling your Audience Worksheet C: Developing your Message Worksheet D: Creating and Implementing a Communication Strategy Worksheet E: Evaluation Worksheet F: My Communications Plan

Role of BHRT • Media Firm RFP: – Help define expectations of the marketing firm • Communication plan/message development: – Ensure fidelity to strategic plan – Provide feedback • Message testing – Help develop effective tools for testing messages • Approval: – Help prepare messages for approval from BHA • Evaluation: – Help develop tools and brainstorm methods for data collection

Message Approval • What needs approval: – Overall communications plan (MassTAPP worksheets) – All new products prior to dissemination • What does not need approval: – Social media posts to raise awareness – Ongoing messages using new channels

Approval Process • Prior to submission to BHA – Review BHA’s approval checklist – Wait for approval before printing or scheduling dissemination of messages • Approval submission – Allow 1 week for review – Include planning resources (MassTAPP communications worksheets) and any other marketing plans which show you have tested the messages

BHA Approval Checklist  No stigmatizing language (see anti-stigma alternatives list)  Emphasize the hopeful and helpful in messaging (if you present a problem, offer a solution, resource for it)  No scare tactics (no scourges or plagues)  Test your messages to make sure your audience is getting the message you are trying to convey  Messaging must be tied to one of your approved strategies  Provide sources for statistics

Words Matter Use Anti Stigmatizing Language Instead of Try this Non-Judgmental Alternative Addict or Junkie Person with a substance use disorder Alcoholic Person with an alcohol use disorder Clean Abstinent; or Abstaining from Dirty Actively using; positive for substance use Substance Abuser Person with a substance use disorder Sober Well; or healthy A full list of non-judgmental alternatives is available in the Handouts of this webinar

Take-Away • Invest time/resources in the campaign planning and development process • One collaborative campaign with targeted messages • Use your resources! – Marketing Firm – MassTAPP – BHRT