Capture Their Attention!

Capture Their Attention! Capture Their Attention! Marketing School-Based Health Centers Marketing School-Based Health Centers

Today We Will…Today We Will… Identify the key elements of social Identify the key elements of social

marketingmarketing Describe your target audiences and Describe your target audiences and

their gatekeeperstheir gatekeepers Develop a pitch for your SBHC Develop a pitch for your SBHC

marketing effortsmarketing efforts Identify two possible vehicles for Identify two possible vehicles for

marketing to your target audiencesmarketing to your target audiences Develop a social marketing action planDevelop a social marketing action plan

IntroductionsIntroductions

Find a partner who you don’t know very wellFind a partner who you don’t know very well Exchange stories about how you got your names Exchange stories about how you got your names

(if you don’t have one, make it up)(if you don’t have one, make it up) Be prepared to introduce your partner and share Be prepared to introduce your partner and share

your storyyour story

Your ChallengeYour Challenge

Be creative!Be creative!Be open to new possibilities!Be open to new possibilities!Remember that your clients use Remember that your clients use

products and services that are products and services that are marketed well.marketed well.

Marketing BasicsMarketing Basics

Marketing Defined…Marketing Defined…

"Marketing is a dialogue over time with "Marketing is a dialogue over time with specific groups of customers whose specific groups of customers whose

needs you understand in depth and for needs you understand in depth and for whom you develop an offer with a whom you develop an offer with a

different advantage over the offer of different advantage over the offer of your competitors.” your competitors.”

www.buildingbrands.comwww.buildingbrands.com

Social Marketing DefinedSocial Marketing Defined

A process for influencing human behavior on A process for influencing human behavior on a large scale, using marketing principles for a large scale, using marketing principles for the purpose of societal benefit rather than the purpose of societal benefit rather than commercial profitcommercial profit

At the heart of the social marketing At the heart of the social marketing approach is the understanding of your approach is the understanding of your audiences’ needs and wants and the audiences’ needs and wants and the commitment to create programs, plans, and commitment to create programs, plans, and practices to help them solve their problemspractices to help them solve their problems

Ongoing Marketing is Called…Ongoing Marketing is Called…

Branding!Branding!

"Simply put, a brand is a promise. By "Simply put, a brand is a promise. By identifying and authenticating a product or identifying and authenticating a product or service it delivers a pledge of satisfaction service it delivers a pledge of satisfaction

and quality.”and quality.”

Walter LandorWalter Landor

Branding Logos are Abstract for a Branding Logos are Abstract for a Reason…Reason…

The Nike Swoosh StoryThe Nike Swoosh Story

QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.

The ResultThe Result

"I don't love it, but it will grow "I don't love it, but it will grow on me.on me.””

Phil Knight, CEO, NikePhil Knight, CEO, Nike

Four ‘P’s of Traditional MarketingFour ‘P’s of Traditional Marketing

1.1. ProductProduct2.2. PricePrice3.3. PlacePlace4.4. PromotionPromotion

• Price (value)Price (value)

• Product (solution)Product (solution)

• Place (access)Place (access)

• Promotion (info)Promotion (info)

The Marketing MixThe Marketing MixThe Marketing MixThe Marketing Mix

ProductProduct

What are you asking the target What are you asking the target audience to do?audience to do?

What are the benefits to the What are the benefits to the target audience?target audience?

What is your “competition”? What What is your “competition”? What could your target audience do could your target audience do instead?instead?

PricePrice

What are the costs (financial and What are the costs (financial and otherwise) for your target otherwise) for your target audience to participate?audience to participate?

What are other barriers that What are other barriers that preclude your target audience preclude your target audience from participating?from participating?

How can you minimize costs and How can you minimize costs and remove barriers?remove barriers?

PlacePlace

Where are the places that the Where are the places that the target audience makes decisions target audience makes decisions about participation?about participation?

Where does your target audience Where does your target audience spend time?spend time?

What information distribution What information distribution systems does your target systems does your target audience use and prefer?audience use and prefer?

PromotionPromotion

Which communication channels does Which communication channels does your target audience pay attention to your target audience pay attention to the most and trust?the most and trust?

How can you best package your How can you best package your opportunities to reach your target opportunities to reach your target audience effectively and efficiently?audience effectively and efficiently?

Who can act as a credible and Who can act as a credible and engaging spokesperson for the benefits engaging spokesperson for the benefits of your offerings?of your offerings?

ExchangeExchange

You Give Me– $1

You Get A Pepsi

– A thirst quencher– Good taste– Fun– Youthful feeling– Girl/boyfriend

Source: www.turningpointprogram.comSource: www.turningpointprogram.com

ExchangeExchange

You Give Me– 75cents– Embarrassment– Loss of Pleasure

You Get A Condom

– Protection against pregnancy

– Protection against STDs

– Peace of mind– Sense of control– Hope for the future– A date


Four Additional ‘P’s of Social Four Additional ‘P’s of Social MarketingMarketing

1.1. PublicsPublics2.2. PartnershipPartnership3.3. PolicyPolicy4.4. Purse StringsPurse Strings

PublicsPublics

Who are the people outside your Who are the people outside your constituency that you need to constituency that you need to engage to increase your success?engage to increase your success?

Whose support do you need inside Whose support do you need inside your organization to increase your your organization to increase your success?success?

PartnershipPartnership

Are there other organizations…Are there other organizations… doing similar work with which you doing similar work with which you

could collaborate?could collaborate? that could bring needed resources that could bring needed resources

and skills?and skills? that would be politically that would be politically

advantageous to align with ?advantageous to align with ?

PolicyPolicy

Are there any policies that could Are there any policies that could be highlighted to heighten be highlighted to heighten interest in SBHCs?interest in SBHCs?

Are there ways to showcase Are there ways to showcase influential policymakers who influential policymakers who endorse the SBHC?endorse the SBHC?

Purse StringsPurse Strings

Is the funding you currently have Is the funding you currently have sufficient to achieve all of your sufficient to achieve all of your objectives?objectives?

How can you tap into additional How can you tap into additional resources that will help you resources that will help you market your SBHC?market your SBHC?

Is there the potential of corporate Is there the potential of corporate sponsorship of your SBHC?sponsorship of your SBHC?

Integration Assessment ToolIntegration Assessment Tool

What’s your score? What’s your score?

What is integration?What is integration?

A high degree of involvement and A high degree of involvement and collaboration in every aspect of a school: collaboration in every aspect of a school: health, academic, discipline, policy.health, academic, discipline, policy.

Perceived as an Perceived as an integralintegral member of the member of the school staff and included in all aspects of school staff and included in all aspects of school operations and planning on some school operations and planning on some level.level.

A known and valued presence throughout A known and valued presence throughout the school/districtthe school/district

How to Achieve IntegrationHow to Achieve Integration

Having lunch in the Having lunch in the cafeteria cafeteria

Taking the Taking the principal/school nurse principal/school nurse to lunch to lunch

Serving healthy Serving healthy refreshments at the refreshments at the faculty meetingsfaculty meetings

Displaying visual Displaying visual materials at Parent materials at Parent Teacher ConferencesTeacher Conferences

Providing in service Providing in service training for staff/facultytraining for staff/faculty

Attending after-school Attending after-school eventsevents

Offering classroom Offering classroom presentationspresentations

Acknowledging Acknowledging teachers who have teachers who have been supportivebeen supportive

Writing regular articles Writing regular articles for school newsletter.for school newsletter.

GoalGoal

Integrate social marketing research Integrate social marketing research and practice into resource and practice into resource development, program development, development, program development, health promotion, coalition building, health promotion, coalition building, policy change, and branding strategies policy change, and branding strategies for school based health centers. for school based health centers.


Know your Know your AUDIENCEAUDIENCE – – really! really! Customer Customer Orientation is fundamentalOrientation is fundamental

Must be an Must be an EXCHANGEEXCHANGE.. Customer must perceive Customer must perceive benefits that equal or exceed costbenefits that equal or exceed cost

COMPETITIONCOMPETITION always existsalways exists

Target Target AUDIENCEAUDIENCE involved in the development & involved in the development & implementationimplementation

Key Elements of Marketing and Key Elements of Marketing and Social MarketingSocial Marketing

BREAKBREAK

Stages of Social MarketingStages of Social Marketing

1.1. PlanningPlanning2.2. Messaging & Materials Messaging & Materials

DevelopmentDevelopment3.3. Pre-TestingPre-Testing4.4. ImplementationImplementation5.5. Evaluation & FeedbackEvaluation & Feedback

Stage #1: PlanningStage #1: Planning

ObjectiveObjective: What change or new : What change or new innovation do you hope that recipients innovation do you hope that recipients implement as a result of your efforts?implement as a result of your efforts?

Target audienceTarget audience: Who are you : Who are you primarily trying to reach with your primarily trying to reach with your efforts?efforts?

GatekeepersGatekeepers: Who has the most : Who has the most influence over your target audience? influence over your target audience?

Stage #2: Message & Materials Stage #2: Message & Materials DevelopmentDevelopment

What messages will resonate with your What messages will resonate with your target audience?target audience?

What types of materials will you What types of materials will you develop to convey your messages to develop to convey your messages to your target audience?your target audience?

How will you reach various personality How will you reach various personality types in your audience?types in your audience?

Stage #3: Pre-TestingStage #3: Pre-Testing

Test your messages and materials with Test your messages and materials with a sub-section of your target audience a sub-section of your target audience and secondary audience.and secondary audience.

Refine your messages and materials, Refine your messages and materials, as necessary.as necessary.

Stage #4: ImplementationStage #4: Implementation

What channels will you use to distribute What channels will you use to distribute your messages and materials?your messages and materials?

How will you prepare and use your How will you prepare and use your “primary influencers” to help you “primary influencers” to help you implement your marketing efforts?implement your marketing efforts?

How will you continue to ensure your How will you continue to ensure your target audience receives your message?target audience receives your message?

Stage #5: Evaluation & FeedbackStage #5: Evaluation & Feedback

How will you gather feedback to How will you gather feedback to evaluate your marketing strategy evaluate your marketing strategy along the way?along the way?

How will you measure if you were How will you measure if you were ultimately successful?ultimately successful?

Creating a Marketing Road Creating a Marketing Road MapMap

Objective: What Are you Trying to Objective: What Are you Trying to Accomplish?Accomplish?

Write down your objective for your Write down your objective for your marketing effort. Try to make it marketing effort. Try to make it “SMART”“SMART”

S=S= SpecificSpecificM=M= MeasurableMeasurableA=A= AchievableAchievableR=R= RealisticRealistic

T=T= Time-phasedTime-phased

ExampleExample

By June 30, 2007, at least 50 By June 30, 2007, at least 50 additional youth will access our SBHC additional youth will access our SBHC mental health services mental health services

Audiences & GatekeepersAudiences & Gatekeepers

Audience:Audience: Those people who you are Those people who you are trying to directly reach with your efforts.trying to directly reach with your efforts.

Gatekeepers:Gatekeepers: Those people who have Those people who have decision making power or significant decision making power or significant influence over whether or not your influence over whether or not your target audience can attend.target audience can attend.

Choosing Your Marketing TargetChoosing Your Marketing Target

For the purposes of this workshop, decide For the purposes of this workshop, decide whether you will focus your marketing whether you will focus your marketing planning on your Target Audience or planning on your Target Audience or Gatekeepers.Gatekeepers.

Your Choice will now be referred to as your Your Choice will now be referred to as your “marketing target”“marketing target”

Target AudienceTarget Audience

Primary Audience: Who is your primary Primary Audience: Who is your primary target audience for your issue?target audience for your issue?

Gatekeepers: Who has the most Gatekeepers: Who has the most influence over your target audience? influence over your target audience?

More About Your Marketing More About Your Marketing Target…Target…

What are the top three concerns of What are the top three concerns of your marketing target - professional your marketing target - professional or personal?or personal?

Record them on your Marketing Record them on your Marketing Brief.Brief.

Share them with a partner.Share them with a partner.

Message Development Message Development Activity:Activity:

Why Should I Care?Why Should I Care?

Your Key Message/PitchYour Key Message/Pitch

Think about your top two key messages Think about your top two key messages (write it down if you like)(write it down if you like)

Circulate around the room and find another Circulate around the room and find another partner.partner.

Share your key message/pitch.Share your key message/pitch. If you were the recipient. Let your partner If you were the recipient. Let your partner

know what was great about their key know what was great about their key message. message.

Switch and repeat steps 3 and 4.Switch and repeat steps 3 and 4.

Why should I care?Why should I care?

Circulate around the room and find Circulate around the room and find another partner.another partner.

Share your key message/pitch.Share your key message/pitch. If you’re the recipient of the pitch, ask If you’re the recipient of the pitch, ask

“why should I care?” Be dramatic!“why should I care?” Be dramatic!Reply to the question.Reply to the question.Change partners and repeat the Change partners and repeat the

exercise.exercise.

Quick TipsQuick Tips

Be briefBe briefGive them a takeawayGive them a takeawayLook for the “offers”Look for the “offers”Be gracious when people move onBe gracious when people move onLeave the door openLeave the door open

Key Message Wrap-UpKey Message Wrap-Up

1.1. Write down the two best iterations Write down the two best iterations of your key message/pitch.of your key message/pitch.

2.2. Write down your two best replies to Write down your two best replies to “why should I care?”“why should I care?”

What are voters concerns?What are voters concerns?

Focus GroupsFocus GroupsNational Polling DataNational Polling DataKellogg FoundationKellogg FoundationLake Research PartnersLake Research Partners

ResearchResearch

Focus GroupsFocus Groups

– Bangor, MaineBangor, Maine– Walnut Creek, CAWalnut Creek, CA– Portland, ORPortland, OR– Detroit, MIDetroit, MI– Buffalo New YorkBuffalo New York– Albuquerque, NMAlbuquerque, NM

PollingPolling

– 1712 voters ages 18 or 1712 voters ages 18 or older nationwideolder nationwide

– 301 residents in Maine301 residents in Maine

– 320 in Louisiana and 320 in Louisiana and 305 in Massachusetts, 305 in Massachusetts,

– A second wave, A second wave, included 300 interviews included 300 interviews each in Oregon, New each in Oregon, New York and New MexicoYork and New Mexico

Talking PointsTalking Points

In defining school-based health In defining school-based health care, less is more.care, less is more. – Voters like the idea in theoryVoters like the idea in theory– They also have reservations.They also have reservations.– Overly complex explanations only lead to Overly complex explanations only lead to

more questions. more questions. – Sticking to the basics should be the rule Sticking to the basics should be the rule

of thumb!of thumb!


Avoid including a litany of services. Stick to Avoid including a litany of services. Stick to the core services that include:the core services that include:– health educationhealth education– mental health servicesmental health services– treating acute illness and sudden traumatreating acute illness and sudden trauma– and managing chronic illness and managing chronic illness

They tend to be less controversial.They tend to be less controversial.


Including the term mental health Including the term mental health evokes concerns unnecessarilyevokes concerns unnecessarily

Use modifiers Use modifiers – grief therapygrief therapy– peer pressure and bullyingpeer pressure and bullying– suicide preventionsuicide prevention


It is equally critical to avoid talking about prescribing It is equally critical to avoid talking about prescribing and dispensing medicationand dispensing medication– controversial controversial – increase voters’ opposition to school-based health care.increase voters’ opposition to school-based health care.

Repeatedly reminding voters that, for the most part, Repeatedly reminding voters that, for the most part, parental consent is mandatory is key. parental consent is mandatory is key. – It is a point voters constantly return to in the focus groups It is a point voters constantly return to in the focus groups – it’s one of voters chief concerns about school based it’s one of voters chief concerns about school based

health care. health care.


When talking about the need for school-based When talking about the need for school-based health centers, several outcomes should be health centers, several outcomes should be emphasized.emphasized. – access for children who might not other wise seek care; access for children who might not other wise seek care; – providing better and easier access to health care for providing better and easier access to health care for

uninsured and under-insured children; uninsured and under-insured children; – that 40 percent of students served by the centers have no that 40 percent of students served by the centers have no

other health care optionsother health care options– promoting prevention and early intervention in cases of promoting prevention and early intervention in cases of

chronic conditions chronic conditions – mental health mental health – centers will help children stay healthy and give all children centers will help children stay healthy and give all children

an equal chance to succeed in school. an equal chance to succeed in school.

Facing OppositionFacing Opposition Avoid highlighting that parents will not have to take time off of Avoid highlighting that parents will not have to take time off of

work. work. – Voters divide as to whether this is an important or a good Voters divide as to whether this is an important or a good

outcome. outcome. – In the groups, voters voiced concern that school-based health In the groups, voters voiced concern that school-based health

care would allow parents would abdicate their responsibility to care would allow parents would abdicate their responsibility to provide health care. provide health care.

– This reinforces that sentiment and shouldn’t be a lead message. This reinforces that sentiment and shouldn’t be a lead message. Voters who shift away after hearing the two sides thinkVoters who shift away after hearing the two sides think

– it possible that quality of care will not be good,it possible that quality of care will not be good,– that money will be taken away from other educational priorities, that money will be taken away from other educational priorities,

and and – that children will get care without consent.that children will get care without consent.

Even base voters think:Even base voters think:– it is likely that money will be taken away from other priorities that it is likely that money will be taken away from other priorities that

children will get care without consent.children will get care without consent.

What’s Your Schtick???What’s Your Schtick???

What’s your Schtick?What’s your Schtick?

Truth anti-smoking campaignTruth anti-smoking campaign

Personality of SBHCsPersonality of SBHCs

PerseveringPerseveringResponsiveResponsiveFriendlyFriendlyCollaborativeCollaborativeHigh-qualityHigh-quality

Personality FocusPersonality Focus

Now, think about Now, think about what personality what personality might be MOST might be MOST EFFECTIVE in EFFECTIVE in capturing the capturing the attention of your attention of your marketing target.marketing target.

LUNCHLUNCH

This Afternoon We Will…This Afternoon We Will…

1.1. Identify the key elements of social Identify the key elements of social marketingmarketing

2.2. Describe your target audiences and their Describe your target audiences and their gatekeepersgatekeepers

3.3. Develop a pitch for your SBHC marketing Develop a pitch for your SBHC marketing planplan

4.4. Identify two possible vehicles for marketing Identify two possible vehicles for marketing to your target audiencesto your target audiences

5.5. Develop a social marketing action planDevelop a social marketing action plan

Key Message/PitchKey Message/Pitch

Street TalkStreet Talk

Half Life - Round OneHalf Life - Round One

Your marketing team has 3 minutes to Your marketing team has 3 minutes to develop a message related to develop a message related to promoting your SBHC that uses promoting your SBHC that uses EXACTLYEXACTLY 32 words. 32 words.

When Michaelangelo was When Michaelangelo was asked…asked…

““How did you know how How did you know how to carve the David?”to carve the David?”

He said…He said…

““I just removed the I just removed the bits that didn’t look bits that didn’t look like him.”like him.”

Half Life - Round TwoHalf Life - Round Two

Your marketing team has 3 minutes to Your marketing team has 3 minutes to develop a message that uses develop a message that uses EXACTLYEXACTLY 16 words. 16 words.

Half Life - Round ThreeHalf Life - Round Three

Your marketing team has 3 minutes to Your marketing team has 3 minutes to develop a message that uses develop a message that uses EXACTLYEXACTLY 8 words. 8 words.

Choosing the Right VehiclesChoosing the Right Vehicles(And When to Drive Them)(And When to Drive Them)

Driving LessonsDriving Lessons

Think of all of the different Think of all of the different vehicles (e.g. fliers, email) that vehicles (e.g. fliers, email) that

you you currently currently use to market use to market your center or service to your your center or service to your marketing target and list them marketing target and list them

in your workbook (pg.8).in your workbook (pg.8).

Driving the RotaryDriving the Rotary

1.1. Go to your assigned poster.Go to your assigned poster.2.2. Choose a recorder and a reporter.Choose a recorder and a reporter.3.3. List all of the cheap and elegant ideas List all of the cheap and elegant ideas

you can for the given marketing target.you can for the given marketing target.4.4. Move clockwise to the next poster Move clockwise to the next poster

when the bell rings.when the bell rings.5.5. Be prepared to report out all of the Be prepared to report out all of the

ideas on your last poster.ideas on your last poster.

Replacing Worn-out Vehicles with Replacing Worn-out Vehicles with New ModelsNew Models

Stay at your original poster.Stay at your original poster.Pick three things off the list and add Pick three things off the list and add

flair to them.flair to them.Report them to the group.Report them to the group.

Pulling Into the DrivewayPulling Into the Driveway

Stages of Social MarketingStages of Social Marketing

1. Planning2. Messaging & Materials Development3. Pre-Testing4. Implementation5. Evaluation & Feedback

Test DriveTest Drive(Ideas for Market Testing)(Ideas for Market Testing)

Interview key informants.Interview key informants. Conduct focus groups, surveys or telephone Conduct focus groups, surveys or telephone

questionnaires with a subset of your marketing questionnaires with a subset of your marketing target. target.

Use on-line resources (Zoomerang, Survey Use on-line resources (Zoomerang, Survey Monkey).Monkey).

Review materials with existing advisory committees.Review materials with existing advisory committees. Make use of university interns and high school Make use of university interns and high school

student to assist in the work and learn new skills.student to assist in the work and learn new skills. Solicit incentive donations from sponsors.Solicit incentive donations from sponsors.

Reflection & Action PlanningReflection & Action Planning

How will you use the new tools and How will you use the new tools and strategies in the next three months?strategies in the next three months?

How will you involve others in the How will you involve others in the development and implementation of development and implementation of your marketing strategies?your marketing strategies?

What additional support do you need?What additional support do you need?

Final Action PlanFinal Action Plan

Action Steps Lead Timeline

1.

2.

3.

4.

1.

2.

3.

4.

1.

2.

3.

4.

When in the world am I going to When in the world am I going to have time to work on this?have time to work on this?

Plan Ahead but be FlexiblePlan Ahead but be Flexible

Work together as a team to develop Work together as a team to develop goals and objectives.goals and objectives.

Put names and dates to each Put names and dates to each activity and hold staff and activity and hold staff and volunteers accountable.volunteers accountable.

Revisit these lists at staff meetings.Revisit these lists at staff meetings.

Making ChangeMaking Change

Everyone supports the Everyone supports the behavior as normal andbehavior as normal anddesirable.desirable.

Social ChangeSocial Change

Laws or regulations thatLaws or regulations thatrequire compliance.require compliance.

• Education of a studentEducation of a student• Patient health servicesPatient health services• Organizing an advocateOrganizing an advocate

Policy ChangePolicy Change

Individual ChangeIndividual Change

• The Turning Point Collaborative for Social MarketingThe Turning Point Collaborative for Social Marketingwww.turningpointprogram.org

• CDCynergy Social Marketing EditionCDCynergy Social Marketing Editionhttp://www.cdc.gov/communication/cdcynergy_eds.htm

• Annual Social Marketing in Public Health conference, June Annual Social Marketing in Public Health conference, June Clearwater Beach, Florida. Clearwater Beach, Florida. http://www.cme.hsc.usf.edu/coph/sm06.html

• The Social Marketing Quarterly The Social Marketing Quarterly www.taylorandfrancis.com Subscription rates: Institutional: $148, Individual: $30Subscription rates: Institutional: $148, Individual: $30

• ““Social Marketing on a Shoestring Budget” satellite Social Marketing on a Shoestring Budget” satellite broadcast broadcast http://www.albany.edu/sph/coned/t2b2shoestring.html

Social Marketing ResourcesSocial Marketing Resources

Thank You!Thank You!

Planned Parenthood of MainePlanned Parenthood of MaineAcademy for Educational DevelopmentAcademy for Educational DevelopmentRocky Mountain Center for Rocky Mountain Center for

Professional Development Professional Development Centers for Disease Control and Centers for Disease Control and

Prevention (DASH)Prevention (DASH)

Contact InformationContact Information

Laura Brey, Training Director Laura Brey, Training Director National Assembly on School-Based Health National Assembly on School-Based Health

CareCare

(202) 638-5872(202) [email protected] www.nasbhc.org

Capture Their Attention!

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