Transcript Document
7 SMART STEPS SLC May 2009 Where are you? Where do you want to go? How will you get there? How will you stay there? Step One Summarize the Problem & Analyze the Environment Define Your Strategy Get more people tested? Get HIV+ population to disclose their status to sex partners? Promote safe sex “negotiation” among partners? • What social issue will your campaign address? • What your campaign focus? • What is the purpose, the intended impact or your campaign? Step Two Target Audience Confirm Hunches e.g. Routine STI/HIV tests may be difficult for single mothers if clinics in the area only have normal weekday hours When it comes to behavior, whose opinions matter most / least to your target audience? Cultural Components • • • • • • • • • Language & Communication Style Health Beliefs Family Relationships Sexuality Gender Roles Religion Immigration Status Racism Poverty Challenges & Competition Desired Behavior Competing Behavior Competing Behavior Get HIV Test Now Get Tested Later Don’t Get Tested Perceived Benefits Know status Avoid spread Get treatment Avoid hassle Not worried No hurry Not at risk Never get sick It’s a pain! Perceived Barriers Embarrassed Don’t know Cost No time Inconvenient Stress Don’t want to know If I get it, I’ll deal with it What are some barriers and benefits to your social marketing campaign? Describe target audiences for your program/campaign in terms: • • • • Size Problem Incidence and Severity Relevant Variables (demographics, geographics, behaviors, and stages of change) Primary audience Secondary audiences • current behavior? • currently believe? • currently know? • benefits do they perceive? • costs do they perceive? • barriers do they perceive? • What are the major competing alternative behaviors? • What benefits does your audience associate with these behaviors? • What costs does your audience associate with these behaviors? Step Three Purpose, Goals & Objectives PURPOSE potential impact of campaign “reduce HIV” GOAL planned (measurable) outcome of campaign • Increase HIV testing. • Increase access to specific HIV/AIDS services. • Increase inquiries and referral completions to an HIV/AIDS service. • Increase education/awareness and incite an action plan for mediating risk factors (e.g., methamphetamine-HIV risk linkage). • Change risk behavior. Change Risk Behavior: • Decrease HIV infections for a specific target population. • Increase HIV testing for pregnant mothers at risk or decrease perinatal transmissions. • Increase calls to a referral number. • Increase “hits” on an educationaction health website. OBJECTIVE the specific desired behavior change • simple, clear and doable acts (even though they may not be perceived as easy: quit smoking). • Should be able to picture target audience performing the behavior. • Should be able to determine that the audience performed the behavior. • FIRE Protection : Check Smoke Alarm Knowledge and Belief Objectives • Resources available for assistance. • Information on how to perform the behavior. • Locations for purchase of goods or services. • Current laws and fines that may not be known or understood. • Statistics on the benefits of the proposed behavior. • Statistics on the risk associated with the current behavior. • Facts on attractive alternatives. • Facts that correct misconceptions. The Audience Needs to Believe • They will personally experience the benefits of adopting the desired behavior. • They are at risk. • They will be able to successfully perform the desired behavior. • Their individual behavior can make a difference. Alternatives for GOAL Setting • Establish goals for campaign awareness and recall. • Establish goals for level of knowledge. • Establish goals for acceptance of a belief. • Establish goals for a response to a campaign component. • Establish goals for the intent to change behavior. • Establish goals for the campaign process. Short Term Objectives Middle Term Objectives Long Term Objectives GOAL • Behavior Objective • Knowledge Objective • Belief Objective Goals • What quantifiable, measurable goals are you setting? Ideally, this is stated in terms of behavior change. • Other potential measures include: goals for campaign awareness, recall/response, changes in knowledge, and belief / behavior intent levels. Step Four Budget • • • • • • • Planning Staffing Formative Research Incentives Marketing Materials Media Buys Evaluation COSTS • product-related? • price-related? • place-related? • promotion-related? • evaluation-related? • If costs exceed available funds, what potential funding sources can be explored? Step Five Create a Marketing Strategy Current vs. Desired Behaviors One-Time: Repeated-Finite: organ donor by age 5 full child immunization Repeated-Daily: using a seat belt Situational: using a condom Permanent Change: regular exercise Being authoritarian can damage your campaign’s credibility: Focusing on audience ‘needs’ assumes that you purport to know what is best for them. • Focusing on audience ‘wants’ confirms that the audience knows what is best for themselves. • Utilize the Input of the Target Audience to Drive the Campaign: • Intercept Interviews • Focus Groups • Concept Development • Pilot Testing • Process Evaluation • What key messages do you want your campaign to communicate to target audiences? • What do you want your target audience to know? • What do you want them to believe? • What specific actions do you want your target audience to take as a result of this campaign? • What benefits will you promise? • What will be said or featured to support this promise? • What communication style and tone will be used? • What are important copy, graphics, and format recommendations, considerations, requirements and restrictions? • Where will you encourage and support your target audience to perform the desired behavior and when? • Where and when will the target market acquire any associated services? • Where and when will the target market acquire any related tangible objects? • Are there any enhancements that would increase the appeal of the location? What media types will be used? Step Six Evaluation Questions to ASK First • What will be measured? • How will it be measured? • When will it be measured? • How will the results be reported? Outcome Measures • Changes in behavior • Changes in behavior intent • Changes in knowledge • Changes in belief • Responses to campaign elements • Awareness of campaign • Customer satisfaction levels Possible Baseline Data • Surveillance data on HIV testing rates for the past six months. • Surveillance data on current access of clients to specific HIV/AIDS services. • Attendance at HIV prevention events. Quantitative Techniques • Telephone Surveys • Focus Groups • Informal Interviews • Anecdotal Comments • Mailed Questionnaires • In-Person Interviews Monitoring & Evaluation Determine WHAT can be measured and WHEN it can be measured: Baseline: Intermediate: Post Campaign: Prior to Launch During Campaign Launch After Campaign Launch Focus Group Styles • • • • • • • Attitudes & Beliefs Values Feelings Cultural Differences Affiliations Image Profile Image Comparisons Lifestyles & Values Behavior (Purchasing) Needs Decisions ! Never Assume You Already Know • • • • Allow sharing of feelings & attitudes Encourage opinions, reactions Use their own words & viewpoints Find out what’s really going on in community. • Don’t be afraid to push the envelope. • Formative • Pre-Test • Monitoring and Evaluation Formative Research Helps to analyze the marketing environment, select target markets / audience and develop preliminary strategies to address chosen markets / audience. Pretest Research Assure that chosen strategies have no major deficiencies and fine tune possible approaches so that they speak to target audiences in the most effective way. Monitoring and Evaluation Find out how projects are doing so they can be fine-tuned to improve efficiency and effectiveness. This includes ongoing measurement or program outcomes, often establishing baselines and benchmarks relative to the goals. Quantitative & Qualitative Analysis • Measure quantitative change across time. • Measure saturation of exposure to the social marketing tools used in the intervention. • Assess ratings of satisfaction (effectiveness) of social marketing tools. • What goals from Step 3 will be measured? • What techniques and methodologies will be used to conduct these measurements? • When will these measurements be taken? • How will measurements be reported and to whom? Step Seven Campaign Implementation Timeline • Monitoring Points • Evaluation of Response • Changes as Needed • Overall Report of Efficacy and Response Implementation Plan • What will we do? • Who will be responsible? • When will it be done? • How much will it cost? Launch • Conduct a pilot test before launch. • Press release and/or kickoff event. • Media coverage. • Follow monitoring and evaluation plan. • Conduct surveys and measure change. • Summarize findings and data in a concise final report. • Will there be phases to the campaign? • How will they be organized? • For each phase, what will be done, who will be responsible, when will it be done and for how much?