Social Marketing

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Social Marketing

• Cori Lorts, MPH, RD
• Social Marketing Manager

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Outline

• Theory of Social Marketing
• Grow a Healthy Child campaign
• The website

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Theory of Social Marketing

• Why Social Marketing?
• It works!
• Research-based effective practice for creating
  behavior change
• How does it work?
• Its from the target audiences point of view

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Target Audience

• Its all about the target audience
• Their thoughts
• Their feelings
• Their beliefs
• Their attitudes
• Their knowledge
• Their behavior

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You Me ?Social Marketing

• I am not the target audience
• You are not the target audience
• Who is the target audience?
• Food stamp participants and those eligible!
• When doing anything, always ask what does the
  target audience want/need?

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Effective Practices

• When materials/campaigns (or anything!) are
  created with the target audience in mind, they
  resonate with the target audience
• The target audience listens
• The target audience acts!

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How do you?......

• How do you find out what will resonate with the
  target audience?
• Research!
• Focus groups
• Intercept interviews
• Key informant interviews
• Surveys

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Example 1

• Fruit and Vegetable Campaign 2007
• In focus groups, original explorer idea included
  a line about how fruits and vegetables are more
  valuable than gold
• Mothers did not like this
• What would have happened if we did not test the
  idea and created the TV spot as originally
  intended?

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Example 2

• Go Low Campaign 2007
• Choices was a favorite among ADHS staff.
• When tested, many women were resentful of their
  only being 1 choice for milk due to recent policy
  changes in WIC.
• What if we went with our favorite and didnt test?

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Theory of Social Marketing

• Social Marketing works because it speaks to the
  target audience in their language, with their
  beliefs and knowledge.
• Effective campaigns speak to the moms and
  motivate them to take action
• Ineffective campaigns can lead to dismissal and
  even resentment.

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So remember

• You Me ?Social Marketing
• Always keep your target audience in mind
• Always check for literacy level!
• If you dont have the money and time for
  research, find someone who does or look for
  secondary resources!
• I am always here to help.

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Grow a Healthy Child 2008

• Results from previous research
• From GHC 2006, mothers liked the movement and
  transition. They also liked the interaction
  between the mother and child and seeing the child
  growing at the end.
• 5 concepts were created for GHC 2008. The current
  spot, Table, was chosen because it was the only
  spot that contained all aspects cited by mothers
  interaction, movement, transition and children
  growing.

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Grow a Healthy Child Campaign

• Will run February-May
• Post-test will occur in late May
• In February, had first drop of door hangers
  state-wide
• Received 74 calls for recipes. Highest number
  ever.

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Network Tools

• The website, www.eatwellbwell.org, has many
  resources available
• About Us
• Partner Tools
• Network Campaigns
• Recipes
• Useful Links

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About Us

• You can find information on
• The Network
• Different types of partners
• Current partners
• How to become a partner (applications etc)

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Partner Tools

• In this section you can
• Order materials
• Reserve costumes, games and inflatables
• Download policies and procedures, quarterly
  reports and adopt an office guidebook
• Link to the latest nutrition guidelines
• Print/download recipes
• Download all social marketing materials
• Download research reports

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Network Campaigns

• Here you can
• Read about social marketing
• Read about Bobby and his buddies
• Download marketing materials (same as in partner
  tools)
• View the logos and guidelines
• Download the graphic standards
• Watch videos

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Useful Links

• There are links to
• The latest nutrition information
• Nutrition education resources
• Information on food safety
• Financial assistance programs
• Breastfeeding resources
• Websites that offer statistics, facts and figures

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The website

• An excellent resource for partners
• Can be used to download materials, read about the
  latest research, order materials, read the
  policies and procedures and much more!
• If you have a question about the program, search
  the website it might just answer it!

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Summary

• Social marketing is a process that ensures your
  target audience will listen to your message and
  take action
• Grow a Healthy Child used this process to develop
  a family meals campaign
• Grow a Healthy Child will run February-May
• Use the website as a resource for your program