social marketing roundup - fall 2015
TRANSCRIPT
Social Marketing RoundupA review of agency projects
Potpourri of information
Services• Social marketing campaigns,
communications plans, brand identity, content strategy
• Media inquiries; training• News releases• Risk communications• Article submissions• Television & radio commercials & PSAs• Community calendar listings• Community & general event planning• Web design & updates; training (w/IS)• Intranet updates & Monday Mail; training• Online forms & registrations/surveys• E-commerce (w/IS)• Blogs • Web stats (w/IS)• Training videos (w/IS)• Photography (w/IS)
• E- and mobile advertising• Print ads (newspaper, bus, billboard, etc.)• Printed materials• Presentations• Banners, signage• Promotional items• E-blasts & e-news• Forms, charts/graphs, maps, photo editing,
printing, laminating, scanning• Building/display signage• Graphic standards• Logo usage/placement• Materials review• Social media requests (Facebook,
Twitter, YouTube, etc.); training
Social marketing campaigns, communications plans, brand identity, content strategy
Written Communications
Oral Communications
Online Communications
Advertising
Earned Media
Process
Social Marketing ProcessCampaign Purpose
Campaign Focus
Target Audience
Objective: Desired Behavior
Perceived Barriers
Perceived Benefits
Strategies to Reduce Barriers & Increase Benefits
Product
Price
Place
Promotion
Evaluation Strategies
Input
Output
Process
Market Segmentation
Cultural Segmentation
• Culture is a strong dimension of behavior change and is used to enhance individual insight and as a component of predictive models.
• Cultural segmentation enables appropriate communications to be crafted to particular cultural communities, which is important for message engagement
1. People living in poverty/chronic crisis have a different life experience
than those in middle-class or with more resources
2. Middle class values/systems are the standard
3. Reframe conflicts of communication to conflicts of expectations
4. All humans are inclined to socialize and hang out with people who are very similar
to themselves.
5. Decision fatigue has greater effect on those in poverty/crisis
6. There are hidden rules and concepts of the middle class
7. What’s My Part? - Bridge the expectation gap
8. Written materials will only reach a certain segment of your intended
audience.
9. Believe in EVERYONE’S ability to learn and grow throughout their
lifetime
Social Media 0.001%
Radio5%
Targeted Web42%
Mobile 22%
Television 31%
Reach by media type
SNAP Social Marketing Campaign Reach At-A-Glance
Strategies RadioTVSocial MediaTargeted Digital and Web
Targeted (<185% FPL) Impressions, Adults 18+
11,054,604
Total Direct (General) Impressions, Adults 18+
20,483,329
Percent of SNAP Eligible-Impressions, Adults 18+
54%
Common Behavior Theories
Health Impact Model
• Interventions focusing on lower levels of the pyramid tend to be more effective because they reach broader segments of society and require less individual effort.
• Implementing interventions at each of the levels can achieve the maximum possible sustained public health benefit
Frieden, Thomas R. “A Framework for Public Health Action: The Health Impact Pyramid.” American Journal of Public Health 100.4 (2010): 590–595. PMC. Web. 24 Mar. 2015.
Counseling & Educational Interventions
• The need to urge behavioral change is symptomatic of failure to establish contexts in which healthy choices are default actions
Example projects
WIC Farmers’ Markets
Safe Routes to School
Messaging and Identity
A SIMPLE, focused message that speaks to your audience.
7-Part Messaging Exercise
1. Commitment statement2. Three key messages3. Key message 1 with 2 supporting facts4. Key message 2 with 2 supporting facts5. Key message 3 with 2 supporting facts6. Repeat 3 key messages7. Future actions
Example MessagingVisual
Identity Exercise
Identity• Audience• Goal• Tone • Imagery• Messaging• Photography• Icons• Color scheme
Audience
Who are the users of your products or services?
Goal
The goal is the foundationof your entire identity (and brand!). If you don’t have a goal, you don’t
know what to strive towards.
Tone of Identity• Positive?• Negative?• Realistic?• Diverse?• All, none, some, other?
Imagery
This next exercise will help us with not only imagery for your identity, but also
with taglines, phrases, etc.
Morphological Matrix
Icons
Color Scheme
Branding
65%
Branding
Branding
Branding
By the NumbersPer Week• 5-7 media inquiries • 6-12 media mentions• 10-12 inquiries via srhd.org
Per Month• 4-6 news releases • 20,000+ visitors to srhd.org• 500 visitors to spokanewic.org• 200 visitors to stickmanknows.org• 8,500 print copies per month
To-Date• 112 open tasks in project management system• 20,000+ Stickman Knows app downloads• 11 Facebook sites
– 1,500 SRHD FB likes– 1,103 Stickman Knows FB likes
• 1,600 Twitter followers, 2,275 tweets• 700+ videos posted to YouTube• 1 ADDY Award; 1 Spokane Coeur d’Alene Living
magazine award
Capabilities Spectrum
Tools Available
https://www.dropbox.com/sh/88w12owqlmt4ie7/AABIq0pif2ESsS98MkDKV54Fa?dl=0
About SRHD• Mission
As a leader and partner in public health, we protect, improve and promote the health and well-being of our communities.
• VisionHealthy Lives. Safe Environments. Thriving Communities.
• Values Integrity
• Compassion • Respect • Equity • Collaboration • Innovation
Thank you!