HLED 407 MARYAM JAFARI & MEGHAN JACOBSON SMART: Social Marketing Assessment and Response Tool.

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Presentation transcript:

HLED 407 MARYAM JAFARI & MEGHAN JACOBSON SMART: Social Marketing Assessment and Response Tool

What is it? Social marketing planning framework developed by Brad Neiger and Rosemary Thackeray in 1998 Used in various social marketing interventions Central focus of SMART Composed of seven phases (1)

Phase 1: Preliminary Planning Identify the problem Develop goals Make an outline Project costs

Phase 2: Consumer Analysis Separate and identify the target population Identify formative research methods Identify consumer wants and needs Develop preliminary ideas

Phase 3: Market Analysis Establish the market mix Assess the market (2)

Phase 4: Channel Analysis Identify appropriate communication tactics Assess options for program distribution Identify communication roles

Phase 5: Develop Interventions, Materials and Pretest Develop program interventions Interpret the marketing mix Pretest and refine the program

Phase 6: Implementation Communicate with partners Activate communication and distribution strategies Document and compare procedures Refine the program

Phase 7: Evaluation Assess the impacts of the program on the priority population Ensure that program delivery is consistent Analyze changes in the priority population

Applications of SMART model: Proven effective in influencing the voluntary behavior of target audience to improve their personal and societal welfare Diabetes Interventions Global response to HIV/AIDS Obesity prevention

Resources Thackeray, R., & Neiger, B. L. (2003). Use of social marketing to develop culturally innovative diabetes interventions. Diabetes Spectrum, 16(1), McCormack Brown, K., Alfonso, M.L., and Bryant, C.A. (2004). Obesity Prevention Coordinators’ Social Marketing Guidebook. Tampa, FL: Florida Prevention Research Center at the University of South Florida. (4Ps) content/uploads/2010/11/four_principles_of_the_mark.gifhttp:// content/uploads/2010/11/four_principles_of_the_mark.gif Nieger& Thacher picture:

Questions?