Rbm C4 L 2009

www.realbabymilk.org

How we use social marketing

Arwen Folkes Managing Director

Designed by nature, made by mum


1. Overview2. Theory & Methodology Used3. Insight & Segmentation of our audiences4. Development of Marketing Plan & Message5. Interventions & Practice6. Evaluation & Evolution7. Conclusion & More Information


What is Real Baby Milk?


• Community Interest Company “CIC” October 2006• Run by representative Board of Directors • Member of a number of strong partnerships / steering groups• Social Aims of Real Baby Milk:

“Reduce the barriers to breastfeeding”“Enable access to good information and support”“To encourage more babies to be breastfed”

• Real Baby Milk – trademarked brand for breastfeeding.

How Real Baby Milk began


Key Stages:Idea: May ‘051st Funding: £1500 Nov ’05Launch: May ‘06Became CIC: Oct ’062nd funding CCC: £10k 2006-2008Commissioned by CIOS PCT: July ’08

What we do – our services


- Market Breastfeeding- Information guides / posters- Peer Support network - National Breastfeeding website- Peer Support Training- Breastfeeding conferences- BF Friendly public places- Niche campaigns (ie Dads)- DVD’s & Films

Who we work with & alongside


A variety of organisations - - Primary Care Trusts- Local Authorities- Volunteers & support groups- Government Office South West- Change4Life- National Breastfeeding Organisations- Private sector organisations- Other NGO’s with similar aims

Social Marketing


“the systematic application of marketing, alongside other concepts and techniques, to achieve specific behavioural goals, for a social good” French, Blair-Stevens 2006 (NSMC)

Marketing“the management process responsible for identifying, anticipating and satisfying customer requirements profitably.“Chartered Institute of Marketing (CIM)

Theory & Principles

Our Process when applying commercial marketing principles Product = Breast milk (and/or act of breastfeeding) Profitability = More Babies being Breastfed!


Market research :Information – gather information to build a “market” pictureSegmentation – look within this information for groups / clustersTrends – analyse information for patterns and themesEffectiveness – how well is it working

Marketing Mix:Consumer – who are the audience?Cost – what is the cost to them and us?Convenience – How easy it is to get them to change?Communication – how do we communicate / encourage uptake?

Marketing approach used

Insight - sources


Primary Research:200-250 women (90 hrs over 9mths)One to one conversationsGroup DiscussionObservationsVery informal and natural

Secondary Research- Health Professionals- Other Support Groups-Wider society- Observations- Local Authority

Wider (Environmental) Research- National Studies- Online Parenting Forums- Competitor Analysis- Commercial baby market

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NB: Our partnerships began at this stage

Insight - findings


• Breastfeeding Initiation rates low (69%) • The Breastfeeding Identity Crisis]• Market imbalance between breast & artificial milk• Common myths & misconceptions were rife• Mums (in-laws), friends and family influential• Formula advertising messages powerful• Support groups found it difficult to promote themselves• Women accessing support late• Breastfeeding pro people felt “isolated and under valued”• Number of good small projects in Cornwall but in isolation

Segmentation


Key Audiences (Stakeholders)- Mums & Mums to be - Health Professionals- Support Groups & Volunteers - Local NHS providers- Local Authorities / Children’s Centres - Wider society- Perpetuators of myths

Findings:Audiences:Each audience needed it’s own market strategy, but in practice we were often able to reach more than one in single interventions.

Synchronicity & partnerships:There was synchronicity in shared aims and ambitions with other organisations and we were able to build and link into other projects. Strong Partnerships were formed.

Further Segmentation


“Going to” MumsPassionateMotivated to succeedSought information & supportQuite well informedOften felt isolatedKeen to support other women

“Try to” MumsUncommittedIll informedReady to quitLate in accessing supportAnxiousReally struggled

Example:Mums - segmented by attitude (as opposed to demographic)

“Going to Breastfeed” and “Try to Breastfed” Mums


The Needs: • Better Identity for Breastfeeding (modern & non judgmental)• Better breastfeeding information (easy to obtain)• Early and easy signposting to sources of support• A tool for mums to assess and dispute advice of family/friends.• Myths/Misconceptions needed to be de-bunked.• Mums equipped to make fully informed choices.• Volunteers and groups in need of networking and morale• Further development of BF friendly places scheme.

Development

Development of Interventions


• Brand Identity for Breastfeeding • Colourful and modern design principles• Local Essential Guide to Breastfeeding (for every woman)

• myths, local support, how milk is made, bf friendly businesses• distribution via health prom’s, hospital, midwives

• Web based information & links to national support organisations• Window sticker and proactive campaign to recruit bf friendly places• Database of peer supporters across county, development of network• Awareness of RBM amongst Health Prof’s & tools to update them• Breastfeeding events to boost morale and update skills of volunteers• Press / Presence at Public events to promote breastfeeding

The Early Campaign PlanAll interventions were market tested at every stage of development.

Interventions


Evaluation & Evolution


Evaluation methods • Feedback and survey from Mums• Results from UNICEF Baby Friendly Audit• Volunteers feedback• Partnership contributions• Feedback from Health Professionals• Social Media Marketing & Consultation

Evolution • Update of information and tailoring of message• Improve functionality and effectiveness• Engagement with “communities of interest”• Enhance the strategy• Expanding & strengthening our partnerships

Outputs and outcomes


• Essential Guides reach 20,000 women by end of 2009• Cornwall, Plymouth, Bristol, North East Essex

• 2,000+ unique visitors to our website every month, • 350 Facebook friends and over 700 on Twitter. • 150 members in our Cornwall Peer Support Network• Trained 100+ volunteers 2007-2009 • 100+ women attended the RBM Conference 2008• Delivered the DH SW Breastfeeding Conference 2008• BF Friendly places list increased by 20% each year• Contributing to breastfeeding development across the UK• Sold over 3,000 + of our dvd s right across the UK

Conclusion


Insight = understand, engage, listen, observe and learn

Development = best with full engagement, partnerships are key

Intervention = can be creative, simple, unusual and surprising

Evaluation leads to evolution and evolution leads to effectiveness

Why Social marketing works for us


More information:



05601 536 629

[email protected]

Business

Rbm C4 L 2009