Social Marketing Roundup - Fall 2015

Social Marketing RoundupA review of agency projects

Potpourri of information

Services• Social marketing campaigns,

communications plans, brand identity, content strategy

• Media inquiries; training• News releases• Risk communications• Article submissions• Television & radio commercials & PSAs• Community calendar listings• Community & general event planning• Web design & updates; training (w/IS)• Intranet updates & Monday Mail; training• Online forms & registrations/surveys• E-commerce (w/IS)• Blogs • Web stats (w/IS)• Training videos (w/IS)• Photography (w/IS)

• E- and mobile advertising• Print ads (newspaper, bus, billboard, etc.)• Printed materials• Presentations• Banners, signage• Promotional items• E-blasts & e-news• Forms, charts/graphs, maps, photo editing,

printing, laminating, scanning• Building/display signage• Graphic standards• Logo usage/placement• Materials review• Social media requests (Facebook,

Twitter, YouTube, etc.); training

Social marketing campaigns, communications plans, brand identity, content strategy

Setting the Stage

Written Communications

Oral Communications

Online Communications

Advertising

Earned Media

Process

Social Marketing ProcessCampaign Purpose

Campaign Focus

Target Audience

Objective: Desired Behavior

Perceived Barriers

Perceived Benefits

Strategies to Reduce Barriers & Increase Benefits

Product

Price

Place

Promotion

Evaluation Strategies

Input

Output

Process

Market Segmentation

Cultural Segmentation

• Culture is a strong dimension of behavior change and is used to enhance individual insight and as a component of predictive models.

• Cultural segmentation enables appropriate communications to be crafted to particular cultural communities, which is important for message engagement

1. People living in poverty/chronic crisis have a different life experience

than those in middle-class or with more resources

2. Middle class values/systems are the standard

3. Reframe conflicts of communication to conflicts of expectations

4. All humans are inclined to socialize and hang out with people who are very similar

to themselves.

5. Decision fatigue has greater effect on those in poverty/crisis

6. There are hidden rules and concepts of the middle class

7. What’s My Part? - Bridge the expectation gap

8. Written materials will only reach a certain segment of your intended

audience.

9. Believe in EVERYONE’S ability to learn and grow throughout their

lifetime

Social Media 0.001%

Radio5%

Targeted Web42%

Mobile 22%

Television 31%

Reach by media type

SNAP Social Marketing Campaign Reach At-A-Glance

Strategies RadioTVSocial MediaTargeted Digital and Web

Targeted (<185% FPL) Impressions, Adults 18+

11,054,604

Total Direct (General) Impressions, Adults 18+

20,483,329

Percent of SNAP Eligible-Impressions, Adults 18+

54%

Common Behavior Theories

Health Impact Model

• Interventions focusing on lower levels of the pyramid tend to be more effective because they reach broader segments of society and require less individual effort.

• Implementing interventions at each of the levels can achieve the maximum possible sustained public health benefit

Frieden, Thomas R. “A Framework for Public Health Action: The Health Impact Pyramid.” American Journal of Public Health 100.4 (2010): 590–595. PMC. Web. 24 Mar. 2015.

Counseling & Educational Interventions

• The need to urge behavioral change is symptomatic of failure to establish contexts in which healthy choices are default actions

Example projects

WIC Farmers’ Markets

Safe Routes to School

Messaging and Identity

A SIMPLE, focused message that speaks to your audience.

7-Part Messaging Exercise

1. Commitment statement2. Three key messages3. Key message 1 with 2 supporting facts4. Key message 2 with 2 supporting facts5. Key message 3 with 2 supporting facts6. Repeat 3 key messages7. Future actions

Example MessagingVisual

Identity Exercise

Identity• Audience• Goal• Tone • Imagery• Messaging• Photography• Icons• Color scheme

Audience

Who are the users of your products or services?

Goal

The goal is the foundationof your entire identity (and brand!). If you don’t have a goal, you don’t

know what to strive towards.

Tone of Identity• Positive?• Negative?• Realistic?• Diverse?• All, none, some, other?

Imagery

This next exercise will help us with not only imagery for your identity, but also

with taglines, phrases, etc.

Morphological Matrix

Icons

Color Scheme

Branding

65%

Branding

Branding

Branding

By the NumbersPer Week• 5-7 media inquiries • 6-12 media mentions• 10-12 inquiries via srhd.org

Per Month• 4-6 news releases • 20,000+ visitors to srhd.org• 500 visitors to spokanewic.org• 200 visitors to stickmanknows.org• 8,500 print copies per month

To-Date• 112 open tasks in project management system• 20,000+ Stickman Knows app downloads• 11 Facebook sites

– 1,500 SRHD FB likes– 1,103 Stickman Knows FB likes

• 1,600 Twitter followers, 2,275 tweets• 700+ videos posted to YouTube• 1 ADDY Award; 1 Spokane Coeur d’Alene Living

magazine award

Capabilities Spectrum

Tools Available

https://www.dropbox.com/sh/88w12owqlmt4ie7/AABIq0pif2ESsS98MkDKV54Fa?dl=0

About SRHD• Mission

As a leader and partner in public health, we protect, improve and promote the health and well-being of our communities.

• VisionHealthy Lives. Safe Environments. Thriving Communities.

• Values Integrity

• Compassion • Respect • Equity • Collaboration • Innovation

Thank you!