Providing Training & Technical Assistance on Social Marketing to Prevention First-NY! Communities

November 16, 2010

Albany, NY

Linda Barovier, Associate CoordinatorBrenda Amodei, CAPT Associate

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Learning Objectives

• Provide definitions of three types of media/communications strategies that support environmental change

• Increase understanding of social marketing implementation and related technical assistance needs of communities, especially those related to fidelity

• Identify methods and available tools for providing technical assistance related to social marketing

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DEFINITIONS:MEDIA/COMMUNICATIONS

STRATEGIES

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Definitions

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Definitions

These same marketing techniques can be used to discourage smoking and drinking and other drug abuse.

Social marketing Social marketing is the use of commercial marketing techniques adapted to communications about health and social issues.

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More Definitions

• The Social Norms model proposes that many of young people's problem behaviors may be due, in large part, to the desire—or the social pressure—to conform to erroneously perceived peer norms. (Berkowitz, 2003).

• Often Media Relations are used to ensure that substance use/abuse problem prevention messages reach the public through mass media channels.

• Health Communication can use a wide range of methods including Media Literacy, Media Advocacy, Public Relations and Advertising.

Glossary

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Synergistic Effects

* Policy= regulations, policy, ordinance or laws

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SOCIAL MARKETING

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Sections

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Definitions

• Social marketing is the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behaviors of target audiences in order to improve their personal welfare and that of their society. (Alan Andreasen, Georgetown University, 1995)

• Tobacco and alcoholic beverage industries, among others, spend this money on sophisticated marketing strategies to persuade people to buy their products.

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Social Marketing in Prevention

“Lessons from the Field” is one of the tools developed to help state, local, and not-for-profit professionals apply social marketing to public health issues.

Consider Evidence for Your Funder– CSAP, NREPP, NIAAA

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National Social Marketing Campaigns

• Adapting a National Campaign• NIAAA Campaigns• Check Out Case Studies

– http://www.socialnorms.org/– www.CDC.gov – http://www.nsms.org.uk/

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Utility – Objective of Social Marketing

• Change attitudes AND behavior

• Change individual AND environment

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ASSESSMENTASSESSMENT

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Assessment

• Objective: Identify the current problem and the behavior change desired

• Prevention First-NY! objective– Reduce youth access & availability– Reduce parental norms favorable to

use of alcohol

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Case Study: Anytown, NY

Community Conditions

Community Risk Factor

Community Consumption

Pattern

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Assessment

Forming a Problem Statement:

– What should be occurring? (desired behavior)

– What is occurring? (problem)– Who is affected and to what degree?– What could happen if the problem isn’t

addressed?

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Problem Statement: Anytown, NY

Group Brainstorming

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Problem Statement: Anytown, NY

Answer the following:

– What is happening (problem statement = risk/protective factor)?

– Why is it happening (community conditions)?

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Problem Statement: Anytown, NY

What is happening?– Problem statement: Parental norms are

favorable to use of alcohol

Why is it happening?– Community conditions

• Parents aren’t talking to kids before they start drinking

• Parent see it as a rite of passage• Parents host

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Problem Statement: Anytown, NY

– Objective (Desired Behavior): Reduce parental norms favorable to use of alcohol

• Increase number of parents talking to kids before they start drinking

• Decrease number of parents who see underage drinking as inevitable & unfortunate rite of passage

• Decrease social hosting

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Target Audience and Affected Population

• Target Audience: The primary audience or priority population that your social marketing program seeks to reach and influence.

• Affected Population: This group is a selected

portion (or segment) of a larger population which is experiencing the problem or health consequence and which will benefit from the social marketing campaign.

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Audience Analysis: Anytown, NY

Group Brainstorming

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Audience Analysis: Anytown, NY

Answer the following:

Who Practices the Behavior?

– Who is affected by the behavior?– Who is most likely to change their

behavior?– Who is most feasible to reach?

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Assessment - Audience Research

• Research designed to enhance understanding of the target audience’s characteristics, attitudes, beliefs, values, behaviors, determinants, benefits, and barriers to behavior change.

• The results of this research are used to create a strategy for social marketing programs. Also called formative, consumer or audience research.

• See example from Cambridge Prevention Coalition on portal

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Assessment - Resources

• “What should be done?”vs. “What can be done?”

• Feasibility assessment considers – Technical expertise needed – Staff or coalition support – Financial or other cost– Timeframe to design and deliver

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Typical TA Needs - Assessment

Community Needs• Gathering Data• Conducting Research• Focus Groups• Assessing Resources

TA or Consultants

• Data Collection Methods

– Pros and Cons Handout

• Research Methods

• Training

• Resource Assessment

– Coalition Checklist

• Strategic Planning

• Linking with Implementers/Experts

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CAPACITYCAPACITY

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Capacity

• Knowledge• Key skills include:

– Prior experience with social marketing, or ability to contract with a firm for social marketing

– Project management • Resources• External Support

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Capacity

Taking action on the gaps identified in the social marketing resource assessment, including:

– Building technical expertise and/or contracting

– Developing a project management plan and timeline

• See sample Social Marketing Action Plan from Cambridge, MA on portal

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Capacity

• Bringing in additional stakeholders

• Developing partnerships and linkages

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Typical TA Needs - Capacity

Community Needs• Mobilizing Resources• Developing Partnerships• Accessing Media• Working with

Stakeholders

TA or Consultants• Developing MOUs

– Sample MOU• Finding Consultants• Coaching• Engaging Stakeholders

– Stakeholder Checklist

• Strategic Planning– Sample Timeline

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PLANNINGPLANNING

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Planning

• Developing a Theory of Change

• Identifying a Message

• Selecting a Campaign– Adapting an Existing Campaign, or– Materials Development

• Selecting Channels/Venues

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Theory of Change

Underlying a logic model is a series of ‘if-then’ relationships that express the program’s theory of change

IF then IF then IF then IF then

Sample: Implementing Parents Who Host = Less Social Hosting in Bouzeborough

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Theory of Change - Activity

Instructions

First, create a draft of a theory of change based on the Anytown, NY logic model (use one community condition)

Then, identify possible support for each if-then relationship (e.g. behavior theory, prevention theory, literature, research, etc.) – why will this work??

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Theory of Change

Describe the objective (change sought):

IF then IF then IF then

Underlying a logic model is a series of ‘if-then’ relationships that express the program’s theory of change

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Planning - Message

• Developing your own or adapting an existing social marketing campaign

• Piloting alternate versions of your message with each market segment

• Pre-testing research – before

• Plan for monitoring during the implementation

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Message Design : The Four P’s

• Product• Price

• Promotion

• Placement

– See The Four P’s handout

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Culturally Appropriate Communications

Culture encompasses the values, norms, symbols, ways of living, traditions, history, and institutions shared by a group of people.

– Culture affects how people perceive and respond to health messages and materials, and it is intertwined in health behaviors and attitudes

– Individuals are often influenced by more than one culture

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Message - New or Used…

• An existing campaign can be adapted or customized to meet a local need

• Usually much less expensive than developing an ‘original’ campaign

• Example of local adaptation of a national campaign• http://drugfreeactionalliance.org/pwh.php

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Message - New or Used…

Considerations in adapting an existing campaign

– Has it been used to address a similar risk or protective factor or community condition?

– Does it have any proven outcomes?– Is it culturally appropriate for your target population

and the community?– Is there a cost involved with buying materials or rights

to use copyrighted materials?

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Planning – Selling Proposition

Positive

Negative

Normative

Educational

Relevant

Humorous

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Message Design: Materials Development

Materials Development

– Concept Development – Tag Line – Format

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Message Design: Channels & Venues

Selecting Channels

– Mass Media– Community– Interpersonal– Pros and Cons

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Planning - Design

Selling Propositions

– Negative or Positive Approach– Normative– Educational– Realistic, Culturally Relevant &

Appropriate, Honest Messages

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Planning - Design

What about use of social media for the target population in the Bouzeborough case study?

Group Brainstorming

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Pre-Testing Methods

• Self-Administered Questionnaires

• Central Location Intercept Interviews

• Theater Testing

• Focus Group Interviews

• Readability Testing

• Gatekeeper Review (e.g. license commissioner)

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When to Consider Pre-Testing

– Concept Development

– Planning and Strategy Selection

– Draft Review

– Comparison

– Final DevelopmentAdapted from Beyond the Brochure: Alternative Approaches to Effective Health Communication, AMC Cancer Research Center and the Centers for Disease Control and Prevention, Denver, CO, 1993.

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Pre-Testing Pitfalls

What can go wrong when you don’t pre- test a message or do it too late?

Group Brainstorming

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Pre-Testing Pitfalls

• Testing too late to make changes • Using an untrained moderator or

interviewer to conduct a focus group often yields unusable data

• Testing the message with too limited an audience or the wrong audience

• Using the wrong questions or misinterpreting group responses can lead to faulty data

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Analyze this PSA Activity

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Typical TA Needs - Planning

Community Needs• Message Development• Developing Theory of

Change• Evaluation Planning• Pre-Testing Methods• Working with Partners

TA or Consultants• Get Training

– Focus Groups• Hire an Evaluator

– Distance Learning• Take an Online Course• Coaching on Theory• Disseminating Research

and Best Practice

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IMPLEMENTATIONIMPLEMENTATION

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Implementation

• Tackling Issues or Problems– Live adjustment and refinement– Maintaining stakeholder engagement

• Making Quality Improvements

• Designing and Implementing an Exposure Check– See sample Exposure Check survey on portal

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Typical TA Needs - Implementation

Community Needs• Monitoring the Message• Collecting Process

Measures• Making Quality

Improvements• Maintaining

Communication• Fidelity

TA or Consultants• Tracking

Implementation– Monthly Tracking

Form• Coaching• Communication

Planning• Maintaining Fidelity

– Fidelity Checklists

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EVALUATIONEVALUATION

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Evaluation

• Did the target audience see/hear it?

• Did seeing/hearing it influence the targeted attitude or behavior?

• Did it impact the targeted intervening variable (risk factor)?

• Did it impact the targeted outcome?

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Evaluation

• Assess the relationship between the indicators and the interventions utilized to achieve the goal

• Meet funders’ requirements

• Make campaign more appealing to funders

• Test or improve the efficacy or efficiency of campaign elements

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Evaluation

• Process evaluation documents whether project activities are implemented as planned.

• They measure, for example, the hours of research conducted to develop the social marketing campaign, the number of planning sessions, the number of print or radio ads, and measures of program fidelity (i.e., faithfulness to the planning process).

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Evaluation

Outcome evaluation is used to help determine if the project produced the desired outcomes—this might include changes in knowledge, attitudes, skills, or behaviors. It might also include things like policy and/or systems change. – Short-term outcomes are related to

changes in risk factors or intervening variables

– Long-term outcomes are changes in behavior related to the priority consequence, and for DFC this is behavior change regarding core measures.

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What to Measure

• Measuring community attitudes, norms, traditions, policies.

• It can also be helpful to think about evaluation for social marketing in terms of the 4 P's. – Product and Price– Place– Promotion

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Evaluating Exposure

• Rule of three– Audience must be exposed to the message 3 times

for it to be effective

• Need to evaluate exposure when assessing campaign effectiveness– Number of ads target audience has seen, heard or

read, on average

• Consider cross-contamination

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Measuring Exposure

• Reach– Number of individuals exposed to a message

• Frequency– Number of times exposed to the message

• Gross Rating Points (GRP)– Method to measure exposure – GRP = Reach x Frequency

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Reporting

• Plan overview and situation analysis

• Audiences

• Tailored messages

• Selecting reporting methods & channels

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AUDIENCE

Abstracts&

Briefings

Annual/Evaluation

ReportsFact

Sheets

Brochures&

Posters ExhibitsPress

ConferencesPress

ReleasesTown

Meetings

Current/Potential Funder X X

New PotentialFunder X X

Administrator X X X

BoardMembers X X X X

CommunityGroups X X X

GeneralPublic X X X X X

Organizations X X

Media X X X X

Choosing Appropriate Reporting Methods

Adapted from (1) Borden, DeBord, and Snipes and (2) Morris, Gibson, and Freeman.

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Typical TA Needs - Evaluation

Needs• Implementing Evaluation• Process Evaluation• Reporting Progress• What Now?

TA or Consultants• Get Training• Do Some Research

– Case Studies http://www.nsms.org.uk/

• Coaching– Checklist for Evaluation

• Linking with Experts– Hiring an Evaluator

• Dissemination Planning– Choosing Methods

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Sample Social Marketing TA Functions

• Coaching

• Providing materials, resources, tools

• Linking individuals and organizations with early adopters and experts in the field

• Disseminating research on best practice

• Facilitating planning processes

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TA Roles – Fidelity of Social Marketing

• Strengthen the use of effective social marketing approaches

• Identify the approaches at each step in the process

• Track the number, type, and rationale for programmatic changes to the process—and corresponding evaluation changes—made during implementation

c

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Getting Tooled Up: On-Line Courses

• Turning Point Course– http://www.turningpointprogram.org/toolkit/content/

tools.htm • CDC Course

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

• Canada– http://www.hc-sc.gc.ca/ahc-asc/activit/marketsoc/tools-

outils/index-eng.php • CSAP COURSE

– http://preventiontraining.samhsa.gov/comm2/dpart.htm#Goal

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Questions???

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Social Marketing Resources and Handouts on the NY PRC Portalhttp://learn.aero.und.edu

Sample Social Marketing Campaigns

Handouts

• Cambridge Prevention Coalition Documents (Exposure Check, Parent Survey, Timeline)

• Coalition Feasibility Checklist

• Resources for Evaluation (Pros & Cons)

• SPF SIG Cross Site Social Marketing Fidelity Instrument

• Watertown Exposure Check

Resources and Publications

• A Guide to Social Marketing (Turning Point)

• CDC “Pink Book”

• Theoretical Models in Social Marketing

• Theory at a Glance