1. Social Marketing Enhancing Your Work through Social Marketing and Public Relations Presented by: CD&M Communications January 20, 2011

2. Introductions and Goals

3. The Current Landscape  Budget shortfall and economic impact  Redefining prevention  Showcasing your relevancy and importance within your community

4. Social Marketing  Use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify or abandon a behavior for the benefit of individuals, groups or society as a whole.  Offer a significant benefit in exchange for simple behavior change.

5. Limitations to Social Marketing  The American economy is driven by convenience  People are more impatient than ever  Understanding and doing are two different things  Time, stress, and income are all barriers to better health

6. Know Your Audience  Your audience may think differently than you  Do not assume anything  Your issues may not even be on their radar screen

7. Simplify Your Message  Kitchen table talk  Limit information to two to three points  Clearly identify the benefits that you offer in exchange for the behavior change  What is the action you are asking for?  Offer baby steps as intermediate action

8.  Tell a story  People want to see people that look like them  Simple fonts and simple layouts… don’t be afraid of white space  No charts, technical jargon, or complicated words  If you can afford it, focus test Crafting the Materials

9.  What is the most effective medium to reach your audience?  Utilize existing materials, resources, and distribution channels  Importance of branding  Earned media  Media support through CD&M Get the Most Bang for Your Buck

10.  The four Maines  Smoking is often viewed as a person’s only form of recreation  TV use is high, some report five TVs on in the home at once  Some areas have just one grocery store to choose from  Children are HUGE motivators  Large portion sizes may be seen as “providing” for the family  Poverty drives many issues Focus Group Insights

11.  72% of Maine households have Internet access  98% of Maine households have a television  There are 3 major TV markets in Maine that cover 100% of the state  Recent direct mail campaigns with incentives have received a 7 to 10% response rate  Social media can enhance your social marketing efforts  Earned media is worth up to ten times the value of a paid ad Media Insights

12. Thank you! CD&M Communications 48 Free Street, 3 rd Floor Portland, ME 04101 (207) 774-7528 www.cdmc.com