ISDH Social Marketing Training and Support

Jane Ellery, Ph.D.Associate DirectorFisher Institute for Wellness and GerontologyBall State University

Introductions

Individuals: “Jovial” Jane… Projects:

– General description and ongoing projects– Previous experience with Social Marketing– What would you like to get out of the training and

support over the next 12 weeks?

Indiana Healthy Weight Initiativehttp://www.inhealthyweight.org/

Mission:– To enhance the health and quality of life of Hoosiers

by promoting good nutrition, regular physical activity and a healthy weight through policy, environment and lifestyle change.

Vision:– All Hoosiers practice and enjoy a lifestyle of

healthy eating and physical activity within an environment that supports health, wellness and vitality.

Focus Areas:

Balancing caloric intake and expenditure through:– Increased physical activity – Improved nutrition through increased breastfeeding

initiation, duration and exclusivity– Increased consumption of fruits and vegetables– Decreased consumption of high energy-dense

foods– Decreased consumption of sugar-sweetened

beverages– Decreased screen/television time

Introduction to Social Marketing

Audience Perspective

“You don’t build it for yourself. You find out what the people want and you build it for them”

- Walt Disney

Health behavior change strategy that encourages an audience focus…

Social Marketing

Social Marketing:Distinctive Features

Consumer orientation Uses commercial marketing technologies

and theory (product, price, place, promotion; exchange theory)

Voluntary behavior change Targets specific audiences Focus is on personal welfare and that of

society

Social Marketing Approach Tutorial

http://www.cdc.gov/nccdphp/dnpa/socialmarketing/training/index.htm

http://www.cdc.gov/nccdphp/dnpa/socialmarketing/training/index.htm

How do you know what people want?

Ask them!

Activity: Volunteer…

Ideal date…– Car used for travel– Restaurant for dinner– Movie choice

Social Marketing Mindset

What is wrong with our programs? What do we need to offer to offset their

costs? What would make our product more

attractive than the competition?

General Resources: Great Tools!

Indiana Healthy Weight Initiative– www.inhealthyweight.org

CDC Social Marketing Tutorial– www.cdc.gov/nccdphp/dnpa/socialmarketing/training/index.htm

Marketing Profs: Marketing Resources for Marketing Professionals– www.marketingprofs.com/

University of Wisconsin Extension: Program Development and Evaluation– www.uwex.edu/ces/pdande/

Mind Tools– www.mindtools.com/

Best Thinking. Best Planning. Best Doing.

Eric Schmidt – Management Lab Summit Perception activity –

Stretch Goals for Management – Management Lab Summit

Thinking Break…

Questions

Problem Description/ Initial Planning

Session Objectives

Participants will be able to: Name the major tasks to accomplish during

the problem description/initial planning phase Name the areas addressed using the thinking

tool Begin planning related to your projects

Social Marketing Steps

Social Marketing Tutorial – Division of Nutrition and Physical Activity (CDC)http://www.cdc.gov/nccdphp/dnpa/socialmarketing/training/index.htm Problem Description/Initial Planning Formative Research Strategy Development Intervention Design Evaluation Implementation

Managing the Overall Team

Planning team – Building and maintaining a strong team is essential– Identify individual directly responsible for project – who

is the “Manager”? Decide early who will be involved at each phase Use Thinking Tool and Logic Model to help start:

– Selecting target audience(s)– Specifying behavioral objectives for each audience– Identifying factors that may influence behavior change

process

Problem Description/Initial Planning

The first phase is describing the problem, situation or health issue. Define the problem, situation or health issue. Find existing information about the problem. Identify contributing factors.

Existing Data Sources (Afternoon)

Epidemiological data (prevalence of obesity and contributing factors).

Behavioral and theoretical literature. Health care systems. Community-based organizations. Local foundations. Formative research reports and other gray literature (from

government agencies, non-profit organizations, universities… see http://www.cdc.gov/nccdphp/dnpa/qualitative_research/index.htm).

Policy or legislative databases. Community needs assessment. Community assets map. Private sector lifestyle data (if accessible).

Resource – CDC Tutorial

Tool: Planning QuestionsNote: At this point you are making educated guesses that are

supported by existing data. Don’t become set in your thinking!

Tip Make sure that you include the environmental

and policy factors that contribute to the health problem and don't just focus on individual behaviors.

Thinking Tool – Part One

Organized around three key decisions:– Who are you trying to reach?– What are you trying to help them to do?– What factors have the greatest influence on their

decision to do what you want them to do?

In order to help (target audience) To do (behavioral objective) We will address (behavioral determinants)

Thinking Tool – Part Two

Looks simple but takes time to make informed decisions Systematic and logical… each step builds on previous Forces you to make key decisions rather than “jumping to

strategies”

Predict benefits and barriers (doer’s analysis) Return to the 4 “P’s”

– Product– Place– Promotion– Price

Using Data to Make Decisions

Epidemiological data (prevalence of obesity and contributing factors).

Behavioral and theoretical literature. Health care systems. Community-based organizations. Local foundations. Formative research reports and other gray literature (from

government agencies, non-profit organizations, universities… see http://www.cdc.gov/nccdphp/dnpa/qualitative_research/index.htm).

Policy or legislative databases. Community needs assessment. Community assets map. Private sector lifestyle data (if accessible).

Indiana Health Weight Initiative

www.inhealthyweight.org

Lunch!

Group Activity

Problem/Situation Statement

Tool: University of Wisconsin Extension

Thinking Tool- Part One

In order to help (target audience) To do (behavioral objective) We will address (behavioral determinants)

Indiana Health Weight Initiative

www.inhealthyweight.org

Thinking Tool – Part Two

Predict benefits and barriers Return to the 4 “P’s”

– Product– Place– Promotion– Price

What has worked in other areas? What do our “theories” suggest might work? What does your audience tell you?

Group Presentations

Prepare a 5-minute presentation about what you learned today about your project!

Plan for the remaining weeks– Program Elements– Introduction to Blackboard

Stakeholder Analysis

Anticipate who will be affected by project Involve everyone whose support will be

needed for implementation Top level management, front line staff Other stakeholders inside and outside

organization Potential program partners

SWOT Analysis

Checklist:Draft Problem Description

Statement of the problem. List/description of the factors that contribute to the problem. List of broad potential target audiences, secondary

audiences, and behavior changes (with rationale for each). Summary of any existing data about the problem, audience,

and behavior. Models of behavior change that may apply. Best practices or lessons learned from other programs that

may be similar. List of your strategy team members and summary of how

decisions will be made. SWOT (strengths, weaknesses, opportunities, and threats)

analysis.

Checklist:Draft Problem Description

Statement of the problem. List/description of the factors that contribute to the problem. List of broad potential target audiences, secondary

audiences, and behavior changes (with rationale for each). Summary of any existing data about the problem, audience,

and behavior. Models of behavior change that may apply. Best practices or lessons learned from other programs that

may be similar. List of your strategy team members and summary of how

decisions will be made. SWOT (strengths, weaknesses, opportunities, and threats)

analysis.

You should now be able to:

Gather data and review available information about a specific health issue.

Determine who is affected by the problem and what groups could be a target audience for the intervention.

Identify what range of behaviors need to be changed to address the health issue.

Make preliminary decisions about a behavior to address. Determine potential strategies for change. Explain how to identify information available through existing

data, and determine what is relevant to selecting a target audience and to selecting a behavior to change.

Identify stakeholders and obtain information from them on existing programs or activities.

Additional Data Needs…

Developing a Logic Model Identifying additional data needs Moving into the Formative Research Phase