Capture Their Attention! Marketing School-Based Health Centers
Laura Brey, MS Divya Mohan, MA Brenda Barron, BA NASBHC Partnership
TOT April 21-23, 2008 April 21-23, 2008 Slide 2 Today We Will
Identify the key elements of social marketing Identify the key
elements of social marketing Describe your target audiences and
their gatekeepers Describe your target audiences and their
gatekeepers Develop a pitch for your SBHC marketing efforts Develop
a pitch for your SBHC marketing efforts Identify two possible
vehicles for marketing to your target audiences Identify two
possible vehicles for marketing to your target audiences Develop a
social marketing action plan Develop a social marketing action plan
Slide 3 Introductions Find a partner who you dont know very well
Find a partner who you dont know very well Exchange stories about
how you got your names (if you dont have one, make it up) Exchange
stories about how you got your names (if you dont have one, make it
up) Be prepared to introduce your partner and share your story Be
prepared to introduce your partner and share your story Slide 4
Your Challenge Be creative! Be creative! Be open to new
possibilities! Be open to new possibilities! Remember that your
clients use products and services that are marketed well. Remember
that your clients use products and services that are marketed well.
Slide 5 Marketing Basics Slide 6 Marketing Defined "Marketing is a
dialogue over time with specific groups of customers whose needs
you understand in depth and for whom you develop an offer with a
different advantage over the offer of your competitors.
www.buildingbrands.com Slide 7 Social Marketing Defined A process
for influencing human behavior on a large scale, using marketing
principles for the purpose of societal benefit rather than
commercial profit A process for influencing human behavior on a
large scale, using marketing principles for the purpose of societal
benefit rather than commercial profit At the heart of the social
marketing approach is the understanding of your audiences needs and
wants and the commitment to create programs, plans, and practices
to help them solve their problems At the heart of the social
marketing approach is the understanding of your audiences needs and
wants and the commitment to create programs, plans, and practices
to help them solve their problems Slide 8 Ongoing Marketing is
Called Branding! "Simply put, a brand is a promise. By identifying
and authenticating a product or service it delivers a pledge of
satisfaction and quality. Walter Landor Slide 9 Branding Logos are
Abstract for a Reason Slide 10 Slide 11 The Nike Swoosh Story Slide
12 The Result "I don't love it, but it will grow on me. Phil
Knight, CEO, Nike Slide 13 Four Ps of Traditional Marketing 1.
Product 2. Price 3. Place 4. Promotion Slide 14 Price (value) Price
(value) Product (solution) Product (solution) Place (access) Place
(access) Promotion (info) Promotion (info) The Marketing Mix Slide
15 Product What are you asking the target audience to do? What are
you asking the target audience to do? What are the benefits to the
target audience? What are the benefits to the target audience? What
is your competition? What could your target audience do instead?
What is your competition? What could your target audience do
instead? Slide 16 Price What are the costs (financial and
otherwise) for your target audience to participate? What are the
costs (financial and otherwise) for your target audience to
participate? What are other barriers that preclude your target
audience from participating? What are other barriers that preclude
your target audience from participating? How can you minimize costs
and remove barriers? How can you minimize costs and remove
barriers? Slide 17 Place Where are the places that the target
audience makes decisions about participation? Where are the places
that the target audience makes decisions about participation? Where
does your target audience spend time? Where does your target
audience spend time? What information distribution systems does
your target audience use and prefer? What information distribution
systems does your target audience use and prefer? Slide 18
Promotion Which communication channels does your target audience
pay attention to the most and trust? Which communication channels
does your target audience pay attention to the most and trust? How
can you best package your opportunities to reach your target
audience effectively and efficiently? How can you best package your
opportunities to reach your target audience effectively and
efficiently? Who can act as a credible and engaging spokesperson
for the benefits of your offerings? Who can act as a credible and
engaging spokesperson for the benefits of your offerings? Slide 19
Exchange You Give Me $1 You Get A Pepsi A thirst quencher Good
taste Fun Youthful feeling Girl/boyfriend Source:
www.turningpointprogram.com Slide 20 Exchange You Give Me 75cents
Embarrassment Loss of Pleasure You Get A Condom Protection against
pregnancy Protection against STDs Peace of mind Sense of control
Hope for the future A date Source: www.turningpointprogram.com
Slide 21 Four Additional Ps of Social Marketing 1. Publics 2.
Partnership 3. Policy 4. Purse Strings Slide 22 Publics Who are the
people outside your constituency that you need to engage to
increase your success? Who are the people outside your constituency
that you need to engage to increase your success? Whose support do
you need inside your organization to increase your success? Whose
support do you need inside your organization to increase your
success? Slide 23 Partnership Are there other organizations doing
similar work with which you could collaborate? doing similar work
with which you could collaborate? that could bring needed resources
and skills? that could bring needed resources and skills? that
would be politically advantageous to align with ? that would be
politically advantageous to align with ? Slide 24 Policy Are there
any policies that could be highlighted to heighten interest in
SBHCs? Are there any policies that could be highlighted to heighten
interest in SBHCs? Are there ways to showcase influential
policymakers who endorse the SBHC? Are there ways to showcase
influential policymakers who endorse the SBHC? Slide 25 Purse
Strings Is the funding you currently have sufficient to achieve all
of your objectives? Is the funding you currently have sufficient to
achieve all of your objectives? How can you tap into additional
resources that will help you market your SBHC? How can you tap into
additional resources that will help you market your SBHC? Is there
the potential of corporate sponsorship of your SBHC? Is there the
potential of corporate sponsorship of your SBHC? Slide 26
Integration Assessment Tool Whats your score? Slide 27 What is
integration? What is integration? A high degree of involvement and
collaboration in every aspect of a school: health, academic,
discipline, policy. A high degree of involvement and collaboration
in every aspect of a school: health, academic, discipline, policy.
Perceived as an integral member of the school staff and included in
all aspects of school operations and planning on some level.
Perceived as an integral member of the school staff and included in
all aspects of school operations and planning on some level. A
known and valued presence throughout the school/district A known
and valued presence throughout the school/district Slide 28 How to
Achieve Integration Having lunch in the cafeteria Having lunch in
the cafeteria Taking the principal/school nurse to lunch Taking the
principal/school nurse to lunch Serving healthy refreshments at the
faculty meetings Serving healthy refreshments at the faculty
meetings Displaying visual materials at Parent Teacher Conferences
Displaying visual materials at Parent Teacher Conferences Providing
in service training for staff/faculty Providing in service training
for staff/faculty Attending after-school events Attending
after-school events Offering classroom presentations Offering
classroom presentations Acknowledging teachers who have been
supportive Acknowledging teachers who have been supportive Writing
regular articles for school newsletter. Writing regular articles
for school newsletter. Slide 29 Goal Integrate social marketing
research and practice into resource development, program
development, health promotion, coalition building, policy change,
and branding strategies for school based health centers. Source:
www.turningpointprogram.com Slide 30 Know your AUDIENCE really!
Customer Orientation is fundamental Know your AUDIENCE really!
Customer Orientation is fundamental Must be an EXCHANGE. Customer
must perceive benefits that equal or exceed cost Must be an
EXCHANGE. Customer must perceive benefits that equal or exceed cost
COMPETITION always exists COMPETITION always exists Target AUDIENCE
involved in the development & implementation Target AUDIENCE
involved in the development & implementation Key Elements of
Marketing and Social Marketing Slide 31 BREAK Slide 32 Stages of
Social Marketing 1. Planning 2. Messaging & Materials
Development 3. Pre-Testing 4. Implementation 5. Evaluation &
Feedback Slide 33 Stage #1: Planning Objective: What change or new
innovation do you hope that recipients implement as a result of
your efforts? Objective: What change or new innovation do you hope
that recipients implement as a result of your efforts? Target
audience: Who are you primarily trying to reach with your efforts?
Target audience: Who are you primarily trying to reach with your
efforts? Gatekeepers: Who has the most influence over your target
audience? Gatekeepers: Who has the most influence over your target
audience? Slide 34 Stage #2: Message & Materials Development
What messages will resonate with your target audience? What
messages will resonate with your target audience? What types of
materials will you develop to convey your messages to your target
audience? What types of materials will you develop to convey your
messages to your target audience? How will you reach various
personality types in your audience? How will you reach various
personality types in your audience? Slide 35 Stage #3: Pre-Testing
Test your messages and materials with a sub-section of your target
audience and secondary audience. Test your messages and materials
with a sub-section of your target audience and secondary audience.
Refine your messages and materials, as necessary. Refine your
messages and materials, as necessary. Slide 36 Stage #4:
Implementation What channels will you use to distribute your
messages and materials? What channels will you use to distribute
your messages and materials? How will you prepare and use your
primary influencers to help you implement your marketing efforts?
How will you prepare and use your primary influencers to help you
implement your marketing efforts? How will you continue to ensure
your target audience receives your message? How will you continue
to ensure your target audience receives your message? Slide 37
Stage #5: Evaluation & Feedback How will you gather feedback to
evaluate your marketing strategy along the way? How will you gather
feedback to evaluate your marketing strategy along the way? How
will you measure if you were ultimately successful? How will you
measure if you were ultimately successful? Slide 38 Creating a
Marketing Road Map Slide 39 Objective: What Are you Trying to
Accomplish? Write down your objective for your marketing effort.
Try to make it SMART S= Specific M= Measurable A= Achievable R=
Realistic T= Time-phased T= Time-phased Slide 40 Example By June
30, 2007, at least 50 additional youth will access our SBHC mental
health services Slide 41 Audiences & Gatekeepers Audience:
Those people who you are trying to directly reach with your
efforts. Audience: Those people who you are trying to directly
reach with your efforts. Gatekeepers: Those people who have
decision making power or significant influence over whether or not
your target audience can attend. Slide 42 Choosing Your Marketing
Target For the purposes of this workshop, decide whether you will
focus your marketing planning on your Target Audience or
Gatekeepers. Your Choice will now be referred to as your marketing
target Slide 43 Target Audience Primary Audience: Who is your
primary target audience for your issue? Primary Audience: Who is
your primary target audience for your issue? Gatekeepers: Who has
the most influence over your target audience? Gatekeepers: Who has
the most influence over your target audience? Slide 44 More About
Your Marketing Target What are the top three concerns of your
marketing target - professional or personal? What are the top three
concerns of your marketing target - professional or personal?
Record them on your Marketing Brief. Record them on your Marketing
Brief. Share them with a partner. Share them with a partner. Slide
45 Message Development Activity: Why Should I Care? Slide 46 Your
Key Message/Pitch Think about your top two key messages (write it
down if you like) Think about your top two key messages (write it
down if you like) Circulate around the room and find another
partner. Circulate around the room and find another partner. Share
your key message/pitch. Share your key message/pitch. If you were
the recipient. Let your partner know what was great about their key
message. If you were the recipient. Let your partner know what was
great about their key message. Switch and repeat steps 3 and 4.
Switch and repeat steps 3 and 4. Slide 47 Why should I care?
Circulate around the room and find another partner. Circulate
around the room and find another partner. Share your key
message/pitch. Share your key message/pitch. If youre the recipient
of the pitch, ask why should I care? Be dramatic! If youre the
recipient of the pitch, ask why should I care? Be dramatic! Reply
to the question. Reply to the question. Change partners and repeat
the exercise. Change partners and repeat the exercise. Slide 48
Slide 49 Slide 50 Quick Tips Be brief Be brief Give them a takeaway
Give them a takeaway Look for the offers Look for the offers Be
gracious when people move on Be gracious when people move on Leave
the door open Leave the door open Slide 51 Key Message Wrap-Up 1.
Write down the two best iterations of your key message/pitch. 2.
Write down your two best replies to why should I care? Slide 52
What are voters concerns? Focus Groups Focus Groups National
Polling Data National Polling Data Kellogg Foundation Kellogg
Foundation Lake Research Partners Lake Research Partners Slide 53
Research Focus Groups Focus Groups Bangor, Maine Walnut Creek, CA
Portland, OR Detroit, MI Buffalo New York Albuquerque, NM Polling
Polling 1712 voters ages 18 or older nationwide 301 residents in
Maine 320 in Louisiana and 305 in Massachusetts, A second wave,
included 300 interviews each in Oregon, New York and New Mexico
Slide 54 Talking Points In defining school-based health care, less
is more. In defining school-based health care, less is more. Voters
like the idea in theory They also have reservations. Overly complex
explanations only lead to more questions. Sticking to the basics
should be the rule of thumb! Slide 55 Talking Points Avoid
including a litany of services. Stick to the core services that
include: Avoid including a litany of services. Stick to the core
services that include: health education mental health services
treating acute illness and sudden trauma and managing chronic
illness They tend to be less controversial. They tend to be less
controversial. Slide 56 Talking Points Including the term mental
health evokes concerns unnecessarily Including the term mental
health evokes concerns unnecessarily Use modifiers Use modifiers
grief therapy peer pressure and bullying suicide prevention Slide
57 Talking Points It is equally critical to avoid talking about
prescribing and dispensing medication It is equally critical to
avoid talking about prescribing and dispensing medication
controversial increase voters opposition to school-based health
care. Repeatedly reminding voters that, for the most part, parental
consent is mandatory is key. Repeatedly reminding voters that, for
the most part, parental consent is mandatory is key. It is a point
voters constantly return to in the focus groups its one of voters
chief concerns about school based health care. Slide 58 Talking
Points When talking about the need for school-based health centers,
several outcomes should be emphasized. When talking about the need
for school-based health centers, several outcomes should be
emphasized. access for children who might not other wise seek care;
providing better and easier access to health care for uninsured and
under-insured children; that 40 percent of students served by the
centers have no other health care options promoting prevention and
early intervention in cases of chronic conditions mental health
centers will help children stay healthy and give all children an
equal chance to succeed in school. Slide 59 Facing Opposition Avoid
highlighting that parents will not have to take time off of work.
Avoid highlighting that parents will not have to take time off of
work. Voters divide as to whether this is an important or a good
outcome. In the groups, voters voiced concern that school-based
health care would allow parents would abdicate their responsibility
to provide health care. This reinforces that sentiment and shouldnt
be a lead message. Voters who shift away after hearing the two
sides think Voters who shift away after hearing the two sides think
it possible that quality of care will not be good, that money will
be taken away from other educational priorities, and that children
will get care without consent. Even base voters think: Even base
voters think: it is likely that money will be taken away from other
priorities that children will get care without consent. Slide 60
Whats Your Schtick??? Slide 61 Whats your Schtick? Slide 62 Truth
anti-smoking campaign Slide 63 Personality of SBHCs Persevering
Persevering Responsive Responsive Friendly Friendly Collaborative
Collaborative High-quality High-quality Slide 64 Personality Focus
Now, think about what personality might be MOST EFFECTIVE in
capturing the attention of your marketing target. Slide 65 LUNCH
Slide 66 This Afternoon We Will 1. Identify the key elements of
social marketing 2. Describe your target audiences and their
gatekeepers 3. Develop a pitch for your SBHC marketing plan 4.
Identify two possible vehicles for marketing to your target
audiences 5. Develop a social marketing action plan Slide 67 Key
Message/Pitch Slide 68 Street Talk Slide 69 Half Life - Round One
Your marketing team has 3 minutes to develop a message related to
promoting your SBHC that uses EXACTLY 32 words. Slide 70 When
Michaelangelo was asked How did you know how to carve the David?
Slide 71 He said I just removed the bits that didnt look like him.
Slide 72 Half Life - Round Two Your marketing team has 3 minutes to
develop a message that uses EXACTLY 16 words. Slide 73 Half Life -
Round Three Your marketing team has 3 minutes to develop a message
that uses EXACTLY 8 words. Slide 74 Slide 75 Slide 76 Choosing the
Right Vehicles (And When to Drive Them) Slide 77 Driving Lessons
Think of all of the different vehicles (e.g. fliers, email) that
you currently use to market your center or service to your
marketing target and list them in your workbook (pg.8). Slide 78
Driving the Rotary 1. Go to your assigned poster. 2. Choose a
recorder and a reporter. 3. List all of the cheap and elegant ideas
you can for the given marketing target. 4. Move clockwise to the
next poster when the bell rings. 5. Be prepared to report out all
of the ideas on your last poster. Slide 79 Slide 80 Replacing
Worn-out Vehicles with New Models Stay at your original poster.
Stay at your original poster. Pick three things off the list and
add flair to them. Pick three things off the list and add flair to
them. Report them to the group. Report them to the group. Slide 81
Slide 82 Slide 83 Pulling Into the Driveway Slide 84 Stages of
Social Marketing 1. 1. Planning 2. 2. Messaging & Materials
Development 3. 3. Pre-Testing 4. 4. Implementation 5. 5. Evaluation
& Feedback Slide 85 Test Drive (Ideas for Market Testing)
Interview key informants. Interview key informants. Conduct focus
groups, surveys or telephone questionnaires with a subset of your
marketing target. Conduct focus groups, surveys or telephone
questionnaires with a subset of your marketing target. Use on-line
resources (Zoomerang, Survey Monkey). Use on-line resources
(Zoomerang, Survey Monkey). Review materials with existing advisory
committees. Review materials with existing advisory committees.
Make use of university interns and high school student to assist in
the work and learn new skills. Make use of university interns and
high school student to assist in the work and learn new skills.
Solicit incentive donations from sponsors. Solicit incentive
donations from sponsors. Slide 86 Reflection & Action Planning
How will you use the new tools and strategies in the next three
months? How will you use the new tools and strategies in the next
three months? How will you involve others in the development and
implementation of your marketing strategies? How will you involve
others in the development and implementation of your marketing
strategies? What additional support do you need? What additional
support do you need? Slide 87 Final Action Plan
ActionStepsLeadTimeline 1. 2. 3. 4. 1. 2. 3. 4. 1. 2. 3. 4. Slide
88 When in the world am I going to have time to work on this? Slide
89 Plan Ahead but be Flexible Work together as a team to develop
goals and objectives. Work together as a team to develop goals and
objectives. Put names and dates to each activity and hold staff and
volunteers accountable. Put names and dates to each activity and
hold staff and volunteers accountable. Revisit these lists at staff
meetings. Revisit these lists at staff meetings. Slide 90 Making
Change Everyone supports the behavior as normal and desirable.
Social Change Laws or regulations that require compliance.
Education of a student Education of a student Patient health
services Patient health services Organizing an advocate Organizing
an advocate Policy Change Individual Change Slide 91 The Turning
Point Collaborative for Social Marketing
www.turningpointprogram.orgThe Turning Point Collaborative for
Social Marketing www.turningpointprogram.org
www.turningpointprogram.org CDCynergy Social Marketing Edition
http://www.cdc.gov/communication/cdcynergy_eds.htmCDCynergy Social
Marketing Edition
http://www.cdc.gov/communication/cdcynergy_eds.htm
http://www.cdc.gov/communication/cdcynergy_eds.htm Annual Social
Marketing in Public Health conference, June Clearwater Beach,
Florida. http://www.cme.hsc.usf.edu/coph/sm06.htmlAnnual Social
Marketing in Public Health conference, June Clearwater Beach,
Florida. http://www.cme.hsc.usf.edu/coph/sm06.html
http://www.cme.hsc.usf.edu/coph/sm06.html The Social Marketing
Quarterly www.taylorandfrancis.comThe Social Marketing Quarterly
www.taylorandfrancis.comwww.taylorandfrancis.com Subscription
rates: Institutional: $148, Individual: $30 Subscription rates:
Institutional: $148, Individual: $30 Social Marketing on a
Shoestring Budget satellite broadcast
http://www.albany.edu/sph/coned/t2b2shoestring.htmlSocial Marketing
on a Shoestring Budget satellite broadcast
http://www.albany.edu/sph/coned/t2b2shoestring.html
http://www.albany.edu/sph/coned/t2b2shoestring.html Social
Marketing Resources Slide 92 Thank You! Planned Parenthood of Maine
Planned Parenthood of Maine Academy for Educational Development
Academy for Educational Development Rocky Mountain Center for
Professional Development Rocky Mountain Center for Professional
Development Centers for Disease Control and Prevention (DASH)
Centers for Disease Control and Prevention (DASH) Slide 93 Contact
Information Laura Brey, Training Director National Assembly on
School-Based Health Care (202) 638-5872 [email protected]
www.nasbhc.org
