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SUMA/Orchard Social Marketing HIV/STD Conference Presentation May 24, 2010
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SUMA/Orchard Social Marketing
Two social marketing experts partnered in 2002 to create SOSM Both firms began in early 1990’s PromotionCathy Schechter and Melanie SussweinTogether with staff and partners, SOSM has done social marketing from A to Z
Adolescent Health Asthma African American Breastfeeding Cancer Community Preparedness Diabetes Domestic Violence Prevention & Education Emergency Rooms Early Childhood Intervention Fruits & Vegetables Flu Prevention Fit Kids Gen X Hispanics HIV Care Immunizations Juice Kissing Doesn’t Cause AIDS Legal Aid Litter Prevention health Literacy Medicaid Nurses Obesity Osteoporosis Perinatal HIV Questions about all this Respiratory Health Suicide Prevention Tobacco Cessation Training & Technical Assistance Undocumented Workers Vaccinations WIC Website Usability for People with Disabilities Youth Risk Behavior Survey Zobey
Social Marketing is a DISCIPLINE geared to promote behavior change.
Social Marketing is a distinct process.
How is Social Marketing Different from Advertising?
Promotes behavior change for better healthPuts consumers front and centerRelies on research from beginning to endMeets consumers where they are, physically, intellectually, emotionally, spirituallyHolistic Approach: Considers the classic 4 P’s of marketing, plus 3 additional P’s
A good campaign should be built like a sturdy and buoyant
boat.Plus, an understanding of the final destination, and the limits of what
this little boat will carry.
Our Day
Overview of Social MarketingQ &A
Application of Social Marketing in Ohio HIV Case Study
Interactive Activities
Quantitative
What are the 4 P’s of Marketing?
ProductPlacePricePromotion
What 3 P’s are Missing?
Public PolicyPartnershipsPrograms
Social Marketing Model
Steps for a Successful Campaign
What is the Problem? Who is Affected?
Define the ProblemReview relevant data- epidemiological, gender, ages, races/ethnicities, locationsOpportunities to collaborate with the groups that will make you successful
Define the AudienceBroad understanding- primary and secondaryHelps identify influencers
Determine the BehaviorWhat needs to change
Why is Phase I Formative Research Most Important?
Confirms the primary target audienceOffers insight into sub-target audiencesKnowledge of trends and best practices inform campaign developmentMapping prevalence helps identify primary field sites Leads to a strategic campaign planInforms development of campaign elementsAvoids wasteful spending
Components of Formative Research
Best Practice/Existing Research InventoryDetermine Method(s)Instrument Design
ScreenerGuide
RecruitingData CollectionData Analysis
Qualitative Research Allows the Audience’s Voice to be Heard
Formative Research Begins with Qualitative
ObservationIn-depths with experts, key stakeholdersFocus groups with target audiencesOne-on-one interviews
Formative Research Drives the Campaign
Minimize preconceived notions to what research has documentedMay not be what you thought it would beInforms more specifically pre-campaign
KnowledgeBeliefsAttitudesPerceptionsMotivation to change
Formative Research: Positive Impact on
Campaign DevelopmentGenerates messages that are relevant, comprehensible, motivational, persuasiveConsiders audience preferences for ways to receive messages Informs distribution for greater saturationInforms more targeted media placementGenerates ideas for earned mediaAvoids wasteful spending
There is a method for qualitative site selectionData Sources might include (e.g.)
Epidemiological dataCensus data
Considers diversity of age, ethnicity, psychographic, and geographic profilesInternal Politics
Client may direct for their own reasons
Where Should We Go For Research? Site Selection
Method?What might we learn from:
Observation?Stakeholder and Expert Interviews?Focus groups?In-depth interviews?
Observation
The flow and characteristics of a systemHow people experience and behave in that situationPotential places to insert messages within the existing system to change behavior
Experts & StakeholderInterviews
Helps identify community leaders, influencersConnects the data to community facesLeads to identification of promising practices, effective messages and media
Focus GroupsHelps identify patterns, trends, barriers, dissemination opportunitiesHelps researchers understand how people speak to each other about the topicOpportunity to field test for ideas Participants should share like characteristics2 hours maximum8-10 people is ideal2 groups minimum per demographic group
In-depth Interviews
Opportunity to drill down into specific themes emerging from focus groupsLearn how individuals do, feel, decide, learn…
DADSField Testing Print MaterialsSensitive Topics
Instrument Design
To be on a quest is nothing more or less than to become an asker of questions.
Sam Keen
A prudent question is one half of wisdom.
Francis Bacon
Instruments
Screener
Begin with Essential CriteriaMove to Potentially SensitiveDisqualifying QuestionsEnd with Open Ended
Screener
Project Name Population
Gender Terminate Continue
Age Usually a range
Language What language are you comfortable speaking in a group setting?
Essential Info Program Involvement, profession, receiving services
Income Working with FLP- includes family size… Do you make less than?
Race How would you describe your ethnicity or race?
Disqualifiers Have you or anyone in your family…
Open Ended Question What is the most important issue…
Focus Group Guide
Guide and only a guideCollaborative ProcessSeveral IterationsPretestOpen Ended Questions
Focus Group Guide
Focus Group GuideFollows a conversation
• Introduction• Joining Exercise• General Question leading to topic of conversation to
the specific • Research details• Field Test (if applicable)• Closing
In-Depth Interview Guide
In Depth Interview GuideOpportunity for more specific and detailed researchOpportunity to build a relationship
Recruiting
Trained Recruiter Vs. Community recruitingCompensationReminderFoodConsent Forms
Data Collection
Field WorkGreet PeopleSummarize and paraphraseWrite down when information is freshTape RecordingNeed for Uniformity in Completing Research
Data Analysis
Begin ImmediatelyCollaborative ProcessCode InformationLook for common themesIllustrative QuotesJargon/Word usageMisconceptionsDeviant Case Analysis
Social Marketing Messages
Product (what are you trying to “sell”?)Place (where are people in their actual physical being, emotional space or even spiritually?)Price (what do people need to give up to “buy” into your message? Can be a belief or a behavior)Promotion (how & where are people most likely to pay attention to the message?)
Guiding Campaign Development with Qualitative Findings
Key messages (what do people need to know most?)Most effective media and/or points of distributionLanguage preferencesBudget considerationsBreaking through clutter
Competition
FIELD TEST MATERIALSNow it is time to…
What Should We Create to Field Test?
PrintLogos/brand identityMessagesPhotographs or illustrations
Radio (scripts)Video (storyboards)Electronic media (websites)
A Word about “Emerging Technologies” and “Social Media”
From our perspectiveSocial media, text campaigns, etc., are a TACTIC and not an end in themselvesWe only use technologies if the audiences tell us they are the way to reach themDavid: have you seen any indication yet that these technologies work?
Pre-Test BasicsObjectives
Determine if the materials…Speak to whom you want them to speakSay what you want them to sayTeach what you wanted people to learnMotivate in the way you desire
Pre-Test BasicsBrainstorm Questions
Category Example Question
Attractiveness What do you think….?
Acceptability How well does this catch your attention? AND does it catch you in a positive or negative way?
Comprehensibility What does this say/mean?What is this asking you to do?
Motivational What would you do after reading this?
Relevance Who do you believe this was designed for? What will you do after reading/seeing/hearing this?
Keep your audience in mindCultural preferencesLiteracy levels (use Flesh- Kincaid or Fog Index for readability of written materials)Don’t assume low-literacy means a lack of visual sophistication!Web-savvy or not?
Active voiceBullet pointsPhotographs & illustrationsAvoid text-heavy; keep ample white spaceTables (carefully and ALWAYS field test, as tables and graphs are easily misunderstood)Use bolding for emphasis
Evaluation Phase: Measuring Knowledge, Attitudes and Behavior Change
QUESTIONS?