Presented by: Ignacio Romero and Keirsten Mihos Using the principles of Social Marketing to reach Latino migrant families ¿Y qué gano yo?

Social Marketing Social marketers… adopt a customer- centered approach and recognize that change will only come about if one starts with the customers’ reality and adapts messages and other program elements to the customers’ perceptions, need, and wants.- Alan R. Andreasen

Learning Objectives By the time you leave the session… 1.Describe principles of Social Marketing 2.Use the principles to improve your communication with Latino migrants 3.Develop a short video, presentation or mock website representing a targeted campaign (should include product, price, place, and promotion)

Agenda Topic Social Marketing Overview.... Putting It All Together……….. Focusing Your Ps..………... Break …………………………. Create the Campaign ……..... Present the Campaign ……… Time 1: pm 2:00 - 2:15 pm 2:15 - 2:30 pm 2:30 - 2:45 pm 2: pm 4 - 4:30 pm

What is Social Marketing? Social Marketing Behavior, William A. Smith and John Strand, AED

The 4Ps of Social Marketing 1.Product or Practice 2.Price 3.Place 4.Promotion

4 Ps: Product or Practice Physical product –Condoms –Video games Service –Cancer screening –Blood test Practice –Breastfeeding –Eating a heart-healthy diet

Red para una California Saludable Our Product– Practice we want to promote: Eat more fruits and vegetables (make it half your plate) Be more active (about 30 minutes each day) Barriers include: lack of clear message, temporal relationships, changing/confusing recommendations

Coca-Cola Their Product– What they want to promote: Coca-Cola Benefits can include: clear message/brand loyalty, temporal relationships

4 Ps: Price What the consumer must do to get the product –If benefits are greater than their costs, chances of trial and adoption is greater –Focus on reducing barriers

Red para una California Saludable Our Price– What consumers need to do: Buy more fruits and vegetables (FV) Prepare more FV for their family Make half the plate FV at every meal Add more activity to their day Barriers can include: perceived cost, accessibility, perceptions, and attitudes

Coca-Cola Their Price– What consumers need to do: Buy Coca-Cola Benefits can include: perceived cost, accessibility, perceptions, and attitudes

4 Ps: Place The way the product reaches the consumer: –Distribution system Focus on increasing access Ensure the delivery system works

Red para una California Saludable Our Places– How consumers hear about the practice of eating more FV and being more active: Fairs, festivals, farmer’s markets Clinics and community-based orgs Retail store merchandising Worksites Champion Moms and CHLs Barriers can include: engagement, source of information, and limited reach

Coca-Cola Retail stores Sporting venues Festivals and concerts Restaurants Movie theatres Gyms Nightclubs Schools/Colleges Worksites Parks/Recreation areas And more… Their Places– Where consumers get Coca-Cola: Benefits can include: excellent distribution

4 Ps: Promotion Integrated use of: –advertising –public relations –promotions –media advocacy –personal selling –entertainment vehicles Create and sustain demand for the product.

Red para una California Saludable Our Promotion– How we create and sustain demand for the practice: TV commercials Teatro Text messages Cookbooks Radio Barriers can include: consumer literacy and access, marketer advertising budget

Nuestra Communidad, 2008

Case Study: Catering Trucks

Coca-Cola TV commercials Website (contests) Movie sponsorships TV programs –American Idol –BET Network Sport Sponsorships –NASCAR –NBA –NCAA –Olympic Games And more… Their Promotion– How they create and sustain demand for the practice: Benefits can include: marketer advertising budget

Putting It All Together 1.Know exactly who your audience is and look at everything from their point of view. 2.Your bottom line. Document the action you want the audience to take. 3.What determines the action? The specific benefits for the audience to do it. 4.Use the 4Ps to maximize the benefits and minimize the barriers. Focus on the elements that affect the audience most.

Focus Your Ps Campaign focus: Encourage Latino migrant families to eat a healthy breakfast Which P should you focus on? –Is it fun? (Practice) –Reduce barriers (Price) –Increase access (Place) –Is it popular? Do people perceive the benefits? (Promotion)

Focusing Your 4Ps

Coca-Cola’s Promotion pJLSg&feature=youtu.behttp:// pJLSg&feature=youtu.be SDpcdbI&feature=youtu.be&hd=1http:// SDpcdbI&feature=youtu.be&hd=1