I presented this presentation to the NC DPH Public Health Management Team* to publicize Social Marketing month, as well as the availability of support for social marketing activities in the division

*PHMT includes the senior management of the division and managers of its various programmatic efforts.

Social Marketing in Public Health Month

North Carolina Division of Public Health

November, 2006

Making Social Marketing “Fun, Easy, and Popular” for

You

• Full time social marketing consultant

• Social Marketing Matrix Team– “Clinic-in-the Round”– Resource people in programs

• Access to national and international experts

Making Social Marketing “Fun, Easy, and Popular” for

You

• Monthly international webinars

• Social Marketing Library

• Social Marketing Convenience Contract

• Templates, case studies, “how to” publications

Making Social Marketing “Fun, Easy, and Popular” for

YouCDCynergy-Social Marketing Edition,

Version 2– CD ROM-based tool– 700-plus resources– Extensively pre- and post tested– Internationally used

Making Social Marketing “Fun, Easy, and Popular” for

YouPRIZM Marketing Database

– Census + national marketing surveys + GIS mapping capability

– Lifestyle and media preferences– Used by CDC, NCI, AARP, Red Cross– People, places, partners, pathways

“Geodemographic lifestyle segmentation”

Who Can I Partner With?

Bed Rock America

• Go Snowboarding,1yr (A) 211

• Buy Fishing Equipment,1yr (A) 205

• Go Fishing,1yr (A) 201

• Shop at Wal-Mart Pharmacy,6mo (A) 201

• Play Softball,1yr (A) 192

• Buy from Sonic Drive-in,1mo (A) * 191

• Buy Electric Trains,1yr (A) 188

Top 15 Lifestyle Behaviors

• Buy Swing Sets,1yr (A) 374

• Order from Fingerhut,1yr (A) 331

• Order from Home Shopping Network,1yr (A) 327

• Buy from Pizza Inn,6mo (A) 299

• Go Hunting with Gun,1yr (A) 260

• Buy Large Baby Dolls,1yr (A) 242

• Buy from Hardee's,1mo (A) * 219

• Rent/Buy Family/Kid Video,1mo (A) 217

• Read Fishing/HuntingMagazines, Net Aud. (A) 133

• Classic Rock Radio, Net Aud. (A)129

• Read Photography Magazines, Net Aud. (A) 128

• Read Newspaper, Classified Section (A) 127

• Watch Oxygen,1wk (A) 127 • Watch Superstation WGN

Channel,1wk (A) 127 • Watch Fuse,1wk (A) 126

What are the Best Media to Use?

Bed Rock America

Top 15 Media Preferences

• Gospel Radio, Net Aud. (A) 168 • Radio, NASCAR, Net Aud. (A) 168 • Read Gardening Magazines, Net

Aud. (A) 164 • Has Satellite Dish/Disc (H) 160 • Country Radio,Net Audience

(A) 156 • Watch Country Music TV,1wk

(A) 151 • Read Bridal Magazines, Net Aud.

(A) 141 • TV Auto Racing, Net Aud. (A) 138

A Quality Product for NC DPH

• Doctoral dissertation

• Invited international conference presentation

• 2 Peer reviewed US conference presentations

= 2 journal abstract

• Invited special issue journal article

A Quality Product for NC DPH

• Recognition in Robert Wood Johnson Foundation Turning Point newsletter

• Coming Soon! International webinar presentation

A Quality Product for NC DPH

• Invited presentation at national Claritas PRIZM conference

• Case study on Claritas web site

• National Claritas webinar

Social Marketing Month Activities

Presentations– How to do Social Marketing on a

Shoestring Budget

– Using Behavioral Theories to Create Health Messages

– Combining PRIZM Data with Behavioral Theories for Targeted Audience Outreach

Social Marketing Month Activities

Presentations– PRIZM Commercial Marketing

Database, November 28th

– Tools of Change Webinar highlighting NC DPH, November 17th

Displays in each building

“I don’t see why management doesn’t let everybody know you are available as a resource, as part of orientation.”

–Building #1 “Consultee”

“North Carolina is the only state you ever hear of that is doing anything with social marketing.”

–Craig LefebvrePawtucket Heart

Health Program