1. Produced by The Alfred Workforce Development Team on behalf of DHS Public Health - Diabetes Prevention and Management Initiative June 2005 Social Marketing The use of marketing techniques and concepts to market social/health messages Module 5.2

2. DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Presentation purpose Target audience Health professionals and project workers on DPMI projects Aim To introduce the concept of social marketing Objectives Provide an overview of social marketing Discuss setting up a social marketing plan Discuss key principles of social marketing

3. DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Why social marketing To promote to large numbers of people  a health message  a service  for advocacy purposes

4. DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Developing a social marketing plan Identify the issue Know and involve your target group Identify the strategies for change Review the evidence base Plan, plan, plan  Take a long term view  Look at what you want /need to do  Draw a map  Take a breath  Chunk it out  Evaluate

5. DPMI Workforce Development – The Alfred Workforce Development Team June 2005 The 7 Ps : Principles of social marketing for services Product People Physical evidence Price Place Processes Promotion

6. DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Product What is the product, Can people/agencies clearly identify with it (do they feel and acknowledge there is a problem) Benefits to the individual/agencies must be clearly identified

7. DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Price What is the cost to individuals/agencies  What do they have to give up?  Time  Money  Discomfort  Effort/resources

8. DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Place Messages need to reach the target audience easily and need to access those not previously exposed to the message People will not go looking for your message who is your target audience

9. DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Promotion Who are the players Different messages for different audiences How will you get the message across  Commercials/editorials  displays  Press releases  Posters  Peer leaders  Push/pull approach

10. DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Key messages Talk to your audience Segment your market Position your product Know your competition Go to where your audience is Use a variety of approaches Use models that work Test,test,test Build partnerships Evaluate