Strategic Marketing Planning Strategic Marketing Planning ProcessProcess

Dr. Samir Al-AlfyDr. Samir Al-AlfySenior Communication AdvisorSenior Communication Advisor

JHU/CCPJHU/CCPMarch 2011March 2011

Discovering keys to success

Good health is the product of many complex factors:-

Government policy Commercial marketing Education and Wealth Individual Lifestyle Choice Gerard Hastings

Competitive Analysis

A Fat Change Pays Off (2006) Background Target Audience: (politicians, Public Health prof., Ofcom)

Objectives Stakeholder needs and Benefits Strategy : evidence-based decision making Results

Fifteen Principles for Fifteen Principles for successsuccess

Fifteen Principles for Fifteen Principles for successsuccess

1- Take advantage of prior &existing 1- Take advantage of prior &existing successful campaigns.successful campaigns.

-- Scoop the PoopScoop the Poop - Seat belt- Seat belt

2- Start with target markets most ready for 2- Start with target markets most ready for action.action.

a)a) Have a want or need the proposed behavior.Have a want or need the proposed behavior.

b) Knowledge regarding the benefits of the b) Knowledge regarding the benefits of the behavior.behavior.

c) Belief that can perform the behavior & c) Belief that can perform the behavior & experience of benefitsexperience of benefits

d) Engaged in desired behavior & have the d) Engaged in desired behavior & have the perception of some initial benefitperception of some initial benefit

Making the first experience a pleasant oneMaking the first experience a pleasant one

( Blood donation ) ( Blood donation )

Fifteen Principles for Fifteen Principles for successsuccess

Fifteen Principles for Fifteen Principles for successsuccess

3- Promote single, simple, doable3- Promote single, simple, doable

behaviors – one at a time.behaviors – one at a time.(Simple, Clear, Action oriented (Simple, Clear, Action oriented message)message) - Take a Bite Out of Crime.- Take a Bite Out of Crime.

- Be Safe. - Be Safe.

- Take a Bite of Cyber Crime. - Take a Bite of Cyber Crime.

“McGruff the Crime Dog”

Fifteen Principles for Fifteen Principles for successsuccess

4- Identify and remove barriers to 4- Identify and remove barriers to behavior change.behavior change.

- Alternative Transportation.- Alternative Transportation. - Health certificates( Marriage) - Health certificates( Marriage)

Fifteen Principles for Fifteen Principles for successsuccess

5- Bring real benefits into the 5- Bring real benefits into the present.present.

- Smoke Alarms in Australia.- Smoke Alarms in Australia. - Car insurance.- Car insurance.

Fifteen Principles for Fifteen Principles for successsuccess

6- Highlight costs of competing 6- Highlight costs of competing behaviors.behaviors.

-- Tobacco and Lung CancerTobacco and Lung Cancer ( National Cancer ( National Cancer Institute )Institute )

- Garbage in streets.- Garbage in streets. - Personal hygiene.- Personal hygiene.

Fifteen Principles for Fifteen Principles for successsuccess

7- Promote a tangible good or service 7- Promote a tangible good or service to help target audiences perform to help target audiences perform the behavior.the behavior.

- Tobacco quitlines - Tobacco quitlines

- The walking School bus- The walking School bus

Fifteen Principles for Fifteen Principles for successsuccess

8- Consider nonmonetary incentive 8- Consider nonmonetary incentive in the form of recognition in the form of recognition &appreciation.&appreciation.

- Environmental products.- Environmental products.

Fifteen Principles for Fifteen Principles for successsuccess

9- Make access easy.9- Make access easy.

-- Water conservationWater conservation

Shower headShower head Make the process simple, easy and Make the process simple, easy and

convenient.convenient.

Fifteen Principles for Fifteen Principles for successsuccess

10- Have a little fun with messages.10- Have a little fun with messages.

- Breastfeeding for 6 months- Breastfeeding for 6 months - Bilharzias Adv.- Bilharzias Adv.

Fifteen Principles for Fifteen Principles for successsuccess

11- Use media channels at the point of 11- Use media channels at the point of

decision making.decision making.

- Ask for Healthy food.- Ask for Healthy food. Announcing at food Announcing at food

court. court.

Fifteen Principles for Fifteen Principles for successsuccess

12- Try for popular/entertainment 12- Try for popular/entertainment media.media.

- Energy Conservation.- Energy Conservation. - Running for the cure - Running for the cure ( Breast Cancer)( Breast Cancer) Pyramids race ( Giza ,Oct 2009) Pyramids race ( Giza ,Oct 2009)

Fifteen Principles for Fifteen Principles for successsuccess

13- Get commitments and pledges.13- Get commitments and pledges. - AT&T- AT&T Teleworking - working at homeTeleworking - working at home . Avoid 110 million miles driving.. Avoid 110 million miles driving. . Saved 5.1 million gallon of gas.. Saved 5.1 million gallon of gas. . Reduce 50,00 tons of CO2.. Reduce 50,00 tons of CO2. - Female Genital Mutilation - Female Genital Mutilation

(FGM/C) (FGM/C)

Fifteen Principles for Fifteen Principles for successsuccess

14- Use prompts for sustainability14- Use prompts for sustainability

The purpose of a prompt is not to The purpose of a prompt is not to change change attitudes or increase motivation, but to attitudes or increase motivation, but to

remind us to engage in an action that remind us to engage in an action that we are we are

already predisposed to do. already predisposed to do. - Back to sleep and baby safety- Back to sleep and baby safety

Fifteen Principles for Fifteen Principles for successsuccess

15- Track results and make 15- Track results and make adjustments .adjustments .

- Eating disorder and awareness - Eating disorder and awareness and and

prevention.prevention.

Thank you