The Power of Social Marketing
Fasten your seat belt.
Get a mammogram.
Pull over to talk on your cell phone.
Eat more vegetables.
- If you have a small budget and a tough health problem…
- If you want the skills for getting closer to your audience…
- If you want to integrate communication and services…
- If your work involves convincing people to change personal behaviors…
…then you need to learn the principles of social marketing.
A CUSTOMER-FOCUSED MODEL FOR YOUR WORK
Social marketing starts and ends with your target audience. Social marketing provides a framework for understanding their behavior and where best to intervene to help create positive behavior change. You don't need to be a marketing expert to integrate social marketing into your work. The Turning Point Social Marketing National Excellence Collaborative's resources will guide you through the basic principles.
A STRATEGY FOR POSITIVE BEHAVIOR CHANGE REGARDLESS OF BUDGET
Does social marketing work? YES!
- Florida's "Truth" campaign — 19% decrease in cigarette use among middle school students after one year
- N. Carolina's "Click it or Ticket" campaign — 17% increase in seat belt use in 13 months
- Lessons from the Field contains other case studies and success stories, including campaigns done on low budgets
A LOGICAL PROCESS FOR PROGRAM PLANNING
Follow the six phases of the social marketing process.
They guide you through:
- defining the public health problem being addressed;
- conducting market research; crafting a marketing strategy;
- planning the intervention;
- planning program monitoring and evaluation;
- and implementing and evaluating the intervention.
The process is described in detail on CDCynergy - Social Marketing Edition