Campaign for Change: Harnessing the Power of Effective Communication Communications Planning 201: Communications Strategies Kim Netter EDC, Inc

Agenda Think Like a Marketer Behavioral Change Theory Social Marketing Process 2

Inside the Mind of a Marketer Goal Intended audience Behavioral theory to apply The 4 P’s of marketing 3

GOAL Why are we doing what we’re doing? Who (or what) says what we want to do is important? What difference will it make and to whom? SW 2 C 4

Intended Audience “But enough about me, what do you think of me?” Get over yourself because at the end of the day, it’s not about you or what you want or what you think is best. It’s all about your intended audience. 5

Intended Audience So, what makes your intended audience tick? Get out your psychology, sociology, anthropology, philosophy, theology, economics, political science, and history degrees. You’re going to need them. 6

Intended Audience Market Segmentation Personas / Archetypes Empathy 7

Audience Exercise Think about your strategic plan: pick an issue that you need to address Think about your community: what group of people do you consider your change agents? NOW – create a persona for them. Be very specific about your persona. Note: there may be more than one persona for this change agent group – pick one. 8

Behavioral Change Theories Equal parts Science and Art No one theory will work for all situations More than one theory can be used at a time Fit It’s all about choosing the right Fit 9

Factors Influencing Behavior Change 10 Knowledge and Beliefs External Access Policies Skills Actual Consequences Cultural Beliefs and Values Attitudes Perceived Risks Perceived Consequences Self-efficacy Internal Source:

Behavioral Change Theories Levels of Influence 11

Health Belief Model 12

Theory of Planned Behavior 13

Stages of Change 14

Social Cognitive Theory 15

Social Norms Theory 16

Diffusion of Innovation 17

Questions on Behavioral Change? 18

Social Marketing Approach – not a theory Uses marketing techniques to influence behavior for health benefit 4 stages: – Planning and strategy development – Development and pre-testing of concepts, messages, and materials – Implementation – Assessment of effectiveness 19

The 4 P’s of Marketing 20

Exchange Concept Is it worth the effort to me? What will I have to give up? What are you going to give me? Does this solve a problem for me?

The 4 P’s of Social Marketing Product = desired behavior change Price = costs to make the change Place = locations to deliver message Promotion = messages to encourage to change 22

4 P’s Exercise Smoking (Teenager) Underage Party Hosting (Parents) Middle School Drinking (Pre-teens) Misuse of Prescription Drugs (Family members) Law enforcement Narcan use (policy makers) 23

Questions? For further reading National Cancer Institute’s Theory at a Glance: A Guide for Health Promotion Practice R. Craig Lefebvre, Social Marketing and Social Change: Strategies and Tools for Improving Health, Well-Being, and the Environment National Cancer Institute’s Making Health Communication Programs Work 24