1. Thinking Like a (Social) Marketer
Jim Bender, MHS, CHES
Academy for Educational Development
Kari Sapsis, MPH
National Immunization Program, CDC

2. Session Objectives
By the end of this workshop participants will be able to:
Define the 4 “P's” of marketing
Understand the importance of audience segmentation
Describe 3 criteria on which to segment an audience

3. What is Social Marketing?

4. A Definition Combining a marketing mindset with behavioral science
for a good cause.

5. What Social Marketing is NOT
Selling
Manipulation
Just advertising or mass media
Any single intervention

6. Social Marketing: Four Principles
Audience-centered
Focuses on behavior
Program maximizes meaningful benefits and minimizes barriers
Decisions are based on evidence

7. 1 2 3 4 The BEHAVE Framework BENEFITS & BARRIERS ACTION ACTIVITIES
TARGET AUDIENCE
ACTION
ACTIVITIES
We will address these benefits and barriers through these activities.
To influence that action we will focus on these benefits and barriers.
We will help a specific target audience..
…to take a specific action.
The BEHAVE framework
Is solidly based in behavior-change research.
Helps you move from program objectives to tactics.
Outlines a planning process.
Forces you through the process.
The BEHAVE framework helps you work methodically without skipping ahead to tactics before you understand where you are going and why.
The value of a framework like this is that it helps you to put on paper the logic behind what you’re doing. You must write down—and check out—your assumptions.
You’ll be working with the BEHAVE framework over the next two days. 1 2 3 4
Base decisions on evidence and keep checking in

8. Challenges for Immunization Promotion Organizations
Identifying and prioritizing target audiences and their prevention needs
Designing interventions to meet those needs

10. Competition: What the Goal Behavior Must Beat Out
All other options, including the risk behavior that I’m doing right now!

11. Florida’s TRUTH Campaign
Problem:
How to stem the growing numbers of teen smokers?
Challenge:
What exchange can we offer teens to compete with smoking?
Florida’s task: marketing nonsmoking to teens in the face of rising numbers of smokers.
First challenge: What’s the exchange?
What do teens want? (Take some responses.)
What do they get out of smoking? (Take some responses.)
What do teens dislike? (Take some responses.)
What is the competition?
(Take some responses. Tobacco industry, other activities that teens could join in and identify with, etc.)

12. Florida’s TRUTH Campaign
What do teens really want?
What reward do they get out of smoking?
How can we offer a similar reward?
What do they really dislike?
How can we link that with tobacco?
Florida’s task: marketing nonsmoking to teens in the face of rising numbers of smokers.
First challenge: What’s the exchange?
What do teens want? (Take some responses.)
What do they get out of smoking? (Take some responses.)
What do teens dislike? (Take some responses.)
What is the competition?
(Take some responses. Tobacco industry, other activities that teens could join in and identify with, etc.)

13. Looking at Smoking from the Audience’s Point of View
Allure of Smoking
(competition)
Brand identity (cool, hip)
Independence (rebellion)
Individuality
Nicotine high
Relieves stress
Allure of Not
Smoking (benefits)
Health
Keeps some adults happy
In fact, when you look at smoking from a teenager’s point of view, the competition is tough for a social marketer. Teens may find more reasons to smoke than to reject smoking. It’s cool. It’s hip. What better way to show your independence from your parents? What better way to show that you are a decision maker, an adult, than to use a product your parents don’t recommend? A product which lets you hold your life in your hands? (That’s why tobacco companies no longer completely hide the dangers of smoking; they sell them.) You also get a proven stress reducer and a nicotine high.
What do you get if you chose not to smoke? Not much from a teenager’s point of view. Sure, you’ll be healthier years down the road. That might be nice, but by then you’re really old. And what else? A few adults might be happier, but they are just the people from whom you want to show independence.

14. Offering an Exchange Allure of Smoking Undermine Benefits Add Benefits
Brand identity (cool, hip)
Independence (rebellion)
Individuality
Nicotine high
Relieves stress
Allure of Not Smoking
Health
Keeps some adults happy
Undermine Benefits
(overcome barriers
to nonsmoking)
Add Benefits
In fact, when you look at smoking from a teenager’s point of view, the competition is tough for a social marketer. Teens may find more reasons to smoke than to reject smoking. It’s cool. It’s hip. What better way to show your independence from your parents? What better way to show that you are a decision maker, an adult, than to use a product your parents don’t recommend? A product which lets you hold your life in your hands? (That’s why tobacco companies no longer completely hide the dangers of smoking; they sell them.) You also get a proven stress reducer and a nicotine high.
What do you get if you chose not to smoke? Not much from a teenager’s point of view. Sure, you’ll be healthier years down the road. That might be nice, but by then you’re really old. And what else? A few adults might be happier, but they are just the people from whom you want to show independence.

15. TRUTH Campaign
Benefits: Offer teens independence, a sense of self-control, a voice, and a connection to a group by joining the TRUTH campaign
Competition: Portray the competition as big tobacco that manipulates, lies, and makes teens look like ‘‘suckers”
Competition: “Portray the competition as “Big Tobacco,” which manipulates, lies, and makes…” [use caps and quotation marks around Big Tobacco, follow it with a comma and use “which” instead of “that.”
Recap: The Florida program identified these benefits that teens cared about and created a viable alternative to the competition.

16. Florida’s Big Idea Reposition the tobacco industry
—and the anti-tobacco movement—
by creating a hip, youth anti-tobacco brand.
What Florida offered its teens was a brand. A cool, hip brand for a youth movement against tobacco. No one was ever told not to smoke. Telling young people what to do would not have worked. Instead, teens were offered something: A chance to be part of an anti-tobacco movement that was taking on friends of the tobacco industry (all part of your parents’ generation), a group that actually wanted kids to smoke.

17. Behavior Change 19% decline in cigarette use among middle school youth
8% decline in cigarette use among high school youth
And it worked! A year after the youth groups were formed and the advertising was launched, for the first time in 19 years there was dip in tobacco use by Florida teens. What’s more, surveys showed the dip was linked to the TRUTH campaign.
Source: FYTS, 1998 & (n=22,000)

18. I understand your problems, frustrations, aspirations
I know a lot about you.
I understand you well.
I understand your problems,
frustrations, aspirations
and needs.

19. What do they want and need?
Who are they?
What do they want and need?

20. Social Marketing Principle #1
Know exactly who your audience is and look at everything from their point of view.

21. Traditional Public Health Education Mindset
“Where is the greatest need ?”
GREATER NEED
GREATER PRIORITY

22. Targets of Opportunity
Less Need>>> More Need
Easy to Change>>>Hard to Change

23. Social Marketing Mindset
“Where is the greatest opportunity for prevention of disease?”
GREATER OPPORTUNITY
GREATER PRIORITY

24. Audience Segment: a definition
A group of people who are enough alike that a single intervention will be reasonably successful with everyone in the group

25. Why Audience Segmentation?
Allows you to reach the largest number of people possible, who have similar wants and needs
Enables you to reach them with greater efficiency and effectiveness

26. Segmentation Variables or Criteria
Demographics
Current behaviors
Stage of “readiness” for change
Benefits and barriers
What else??

27. Criteria for Deciding on a Target Audience
Where is the need?
How big is the audience segment?
How easy are they to reach?
How likely are they to take the necessary action?
How feasible is it for your organization to reach them?

28. Prevention Challenge
Identifying and prioritizing target audiences and their prevention needs

29. “My City” Priority Target Populations
Children with asthma
African American seniors
The general population
High risk adults

30. Example— Influenza vaccination: Seniors age 65 and over in “My Town”
Females
Males

31. Tried, will never do again Tried and have not done consistently-
Seniors Age 65 and Over Segmented by Previous Behavior and Intention: Influenza Vaccination
Tried and do each year
Never tried
Tried, will never do again
Tried and have not done consistently-
intend to do again

32. “All seniors, age 65 and over, who have gotten a flu shot in the past, and intend to get one again”

33. Target Audience— Let’s Think Broadly
Consumers
Influencers
Intermediaries
Providers

34. Social Marketing Summary
Audience-centered methodology;
Systematic way to segment audiences; find targets of opportunity
A focus on behavior;
Framework for targeting interventions to increase benefits and reduce barriers for target audience; and
Evidence-based decision making