1
Marketing Process
• Initial Planning• Strategy Development• Program Development
Kotler and Lee (2007)Social Marketing:
I fl i B ha i • Program Development• Implementation• Evaluation
Influencing Behaviors for Good
Marketing Process
• Initial Planning• Strategy Development• Program Development
Kotler and Lee (2007)Social Marketing:
I fl i B ha i • Program Development• Implementation• Evaluation
Influencing Behaviors for Good
Marketing Process
• Initial PlanningBackground, purpose and focusSituational analysisSelect target marketSpecif goals and objecti es
Kotler and Lee (2007)Social Marketing:
I fl i B ha i Specify goals and objectivesMarket research
• Strategy Development• Program Development• Implementation• Evaluation
Influencing Behaviors for Good
Marketing Process
• Initial Planning• Strategy Development
– Marketing plan– Evaluation plan
Kotler and Lee (2007)Social Marketing:
I fl i B ha i – Evaluation plan– Implementation plan
• Program Development• Implementation• Evaluation
Influening Behaviors for Good
Marketing Process
• Initial Planning• Strategy Development• Program Development
Kotler and Lee (2007)Social Marketing:
I fl i B ha i g p
– Prototype development– Pretesting– Revision and retesting …..
• Implementation• Evaluation
Influencing Behaviors for Good
Marketing Phases
• Initial Planning• Strategy Development• Program Development
Kotler and Lee (2007)Social Marketing:
I fl i B ha i g p
• Implementation– Coordination – Refinement
• Evaluation
Influencing Behaviors for Good
2
Marketing Phases
• Initial Planning• Strategy Development• Program Development
Kotler and Lee (2007)Social Marketing:
I fl i B ha i g p
• Implementation• Evaluation
– Monitoring– Midcourse revisions– Impact evaluation
Influencing Behaviors for Good
Initial Planning Phase
• Background statement• Situational analysis• Select target market• Specify goals and
objectives• Market research
Step One
• Background:– Write brief description of the problem
or need for the program
• Purpose:– State your general purpose
• Behavioral focus: – State a behavioral goal or focus
Breast Cancer Screening
• Breast cancer second leading cause of death
• Florida below Healthy People 2010 l
Step 1:
Background goals – 23% of women in Florida over 40 years
of age have never had a mammogram– 33% of women not screened within
the past two years
Purpose
Focus
Breast Cancer Screening
• Purpose: – Reduce deaths due to breast
cancer
Step 1:
Background
Purpose
Focus
Behavioral Focus• Social marketing is inappropriate for
problems that do not have behavioral determinants
• Some problems have only one
Step 1:
Background behavioral determinant
• When multiple behaviors impact problem, need to compare alternatives
Purpose
Focus
3
Selecting Behavioral Focus
• When multiple behavioral factors
• Prioritize based on
Step 1:
Background • Impact• Likelihood of change
Strength of competitionResistanceAvailability of effective
interventions
Purpose
Focus
Selection Process
• List specific behaviors• Estimate impact• Estimate probability of change
Step 1:
Background • Resistance to change• Availability of evidence-based
interventions• Search for best return on
investment
Purpose
Focus
McKenzie Mohr Model
• McKenzie Mohr, D. and Smith, W. (1999). Fostering Sustainable Behavior: An Introduction to Community based SocialCommunity-based Social Marketing. Gabriola Island B. C., Canada: New Society Publishers
1. Limit fat
2. Mammograms
Breast Cancer Case Study
g
3. Stay thin
4. Limit alcohol
5. Self- exams
4
Work Session
• List key background points
• Write purpose
S l t b h i l f
Step 1:
Background • Select behavioral focus
– Estimate impacts
– Estimate probability of change
– Estimate intersection on impact/responsiveness chart
Purpose
Focus
Situational Analysis
• Consider external factors– Demographic trends– Cultural trends
E i fStep 2:
Conduct – Economic forces– Stakeholders – Political forces
Conduct SituationalAnalysis
Situational Analysis
• Consider internal factors– Organizational resources– Service delivery capabilities
P tStep 2: Conduct
– Partners– Previous successes
SituationalAnalysis
SWOT
• Strengths• Weaknesses• OpportunitiesStep 2:
Conduct• Threats
Conduct SituationalAnalysis
Breast Cancer Screening
• Strengths– DOH had funds to provide services and
planned to increase service delivery– USF had resources to carry out project
Step 2: Conduct y p j
– ACS a willing partner
• Weaknesses– DOH new to social marketing– DOH and USF had not worked together– Funding limited to one year
Conduct SituationalAnalysis
5
Breast Cancer Screening
• Opportunities– Students available to conduct research– Considerable qualitative research on
t i il bl th h ACSStep 2:
Conduct topic available through ACS
• Threats– Screening guidelines being debated
nationally– Funding streams always vulnerable
Conduct SituationalAnalysis
Exercise
• List one example for each– Strengths– Weaknesses– Opportunities– Threats
Target Markets
• Primary audience• Whose behavior do you want to
change?Secondar a diences
Step 3: Select • Secondary audiences
• Influencers• Gatekeepers
Select TargetMarket
Traditional Model
UndifferentiatedUndifferentiated
Traditional
Neediest
Best return on investment
Marketing Model
6
People Differ
• Behavior• Benefits• Costs
Step 3: Select Costs
• Personal characteristics• Others
Select TargetMarket
Behavior
• Past behavior• Current behavior• Future intentions
Step 3: Select Future intentions
• OtherSelect TargetMarket
Participation Costs
• Fear• PainStep 3:
Select• Time• Transportation • Perceived
affordability
Select TargetMarket
Personal Characteristics
• Demographics
• Psychographics Step 3: Select
• Lifestyle
• Stage of life
• Others
Select TargetMarket
Breast Cancer Screening
• Past behavior• Future intentionsStep 3:
Select• Ethnicity• Residence
– Rural versus urban
Select TargetMarket
7
Selection Criteria
• Return on Investment– Potential impact
• Size of groupStep 3: Select g p
• Need or benefit received
– Responsiveness• Readiness to change• Likely response to your efforts
Select TargetMarket
1. Irregular
2. Never
Breast Cancer Case Study
2. Never
3. Refuse to return
Step 3 Work Session
• Use your behavioral focus for this exercise
• List potential ways to segmentStep 3:Select
– Consider current behavior– Consider readiness to change
• May combine into potential segments
Select TargetMarket
Exercise
• Impact you could have on the problem– how much they would benefit?
H h ld it i t bl ?Step 3: Select – How much would it impact problem ?
• Responsiveness to activities you could implement
Select TargetMarket
Behavioral Objectives
• Decide what specific behaviors to recommend
• Establish quantifiable behavioral objectives
Step 4: Behavioral Objectives j
• At this point, typically begin the next step – market research– Review marketing decisions– Identify what already know and what need to
know
j
Step 5: Market Research
8
Research Plan• Based on marketing decisions
– What to recommend – behavioral objective
– How to refine segment– Which benefits to promiseStep 5: Which benefits to promise– Which costs to lower or make
affordable– How to place the product and
reinforce adoption– How to promote the product
Step 5: Market Research
Formative Research Worksheet
• 1st Column: list ideas to confirm or explore
• 2nd Column: record existing data that you can review to make thatthat you can review to make that decision
• 3rd Column: identify data collection methods
• 4th Column: specify recruitment procedures
• 5th Column: assign task to specific people or organizations
Worksheet Today
• Use worksheet to:– Review each marketing decisions– Identify existing data can use to y g
make decision– Begin process of identifying
information gaps
• Note: Existing datasets may become redundant
Tomorrow
• Best methods to collect data• Sampling guidelines• Person responsibleStep 5:Step 5:
Market Research
Breast Cancer Screening
• Options– CDC recommendations– Other standards
Oth l
Step 5
– Other program examples• Information gaps
– Consumers’ reactions– Stakeholders’ reactions
• Which recommendations would they reinforce?
• Which recommendations would alienate them?
Identifying Informational
Gaps
9
Breast Cancer Screening
• Options– Call to schedule breast cancer
screeningGet a mammogram every year
Step 5
– Get a mammogram every year– Ask your doctor
• Information gaps– Consumer reactions to options– Access to doctors
Identifying Informational
Gaps
Research Plan
• First column of worksheet, list existing data that could help you make each decisionP d t
Step 5
• Program data– Publications
• http://www.health.gov/communication/default.asp
– Grey literature– Commercial marketing resources
• American Demographics• Companies that sell related products
Identifying Informational
Gaps
Breast Cancer Screening
• American Cancer Society’s mega-analysis
• Published literature• Technical reports and materials
from other programs
VSS
• Commercial marketing materials– Tweens– Millennial generation
• CDC’s Youth Media Campaign– Literature reviews– Physical activity determinants– Segmentation analyses
• Berkeley Center for Weight and Health
Work Session
• List recommendations you are considering
• List information you need– Consumer reactions– Stakeholder reactions– Other issues to explore
Refine Segment
• Many target markets have segments within them that require different approachesAl t i id fil i t
Step 5
• Also want a vivid profile or picture of the segments you will give greatest priority
• Next page of worksheet
Identifying Informational
Gaps
10
Take out Second Page of Worksheet Refining Segment
• List market segment(s) selected– Consider data needed to confirm or refine
segmentation– List characteristics you need to understand
• Consider secondary audiences– Who influences them?– Who could facilitate or promote change?
• List existing data sources
Review
• Behavioral objective• How to refine target market• Which benefits to promiseStep 5:
• Which costs to lower or make affordable
• How to place the product and reinforce adoption
• How to promote the product
Identifying Information Gaps
Core Product
• Best distinguish product from competitionStep 5
Market Research:
• You can truly deliverIdentifying
InformationalGaps
Price
• What do they exchange for benefits?
Step 5Market Research: benefits?
• What other factors impact behavior?
Identifying Informational
Gaps
Role of Theory
• Theory will help drive consumer research
• Master list of variables • Master list of variables • Can categorize into:
– External – Internal
11
External
• Policies – existing or potential
• Access to needed resources, products or services
• Social normsWho do they listen to?What are they saying?
• Skills
• Cultural trends
• Other constraints/opportunities
Internal Factors
• Perceived costs • Perceived benefits• Perceived risk• Self confidence or self
efficacy• Other beliefs, values,
attitudes
Work Session
• List what you know are possible:– Benefits
• Non-health related• Health related• Health related
– Costs – Other factors
• Existing data sources
Placement
• Where to offer services and products
Step 5
• Partners who can support behavior change
Identifying Informational
Gaps
Promotion
• SpokespersonsStep 5:
• Information channels
• Communication Guidelines
Identifying Informational
Gaps
12
Work Session
• Places
• Partners
S k• Spokespersons
• Information channels
• Other promotional tactics
Summary
Tasks
• Initial PlanningBackground and purposeSituational analysisPreliminary target market profileMarketing goals and objectivesMarketing goals and objectivesMarket research
• Strategy Development– Marketing plan– Evaluation plan– Implementation plan
• Program Development• Implementation• Evaluation
13
This presentation copyright © 2008 by the Florida Prevention Research Center
All rights reservedAll rights reservedNo part of this presentation may be
reproduced or utilized in any form or by any means, without the written permission of:
Florida Prevention Research Center13201 Bruce B. Downs Blvd., MDC056
Tampa, FL 33612813-983-3216