Capture Their Attention!

Marketing School-Based Health Centers

Laura Brey, MS Divya Mohan, MA Brenda Barron, BA NASBHC Partnership TOT April 21-23, 2008

Today We Will…

     Identify the key elements of social marketing Describe your target audiences and their gatekeepers Develop a pitch for your SBHC marketing efforts Identify two possible vehicles for marketing to your target audiences Develop a social marketing action plan

Introductions

   Find a partner who you don’t know very well Exchange stories about how you got your names (if you don’t have one, make it up) Be prepared to introduce your partner and share your story

Your Challenge

 Be creative!

 Be open to new possibilities!

 Remember that your clients use products and services that are marketed well.

Marketing Basics

Marketing Defined…

"Marketing is a dialogue over time with specific groups of customers whose needs you understand in depth and for whom you develop an offer with a different advantage over the offer of your competitors.” www.buildingbrands.com

Social Marketing Defined

 A process for influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit rather than commercial profit  At the heart of the social marketing approach is the understanding of your audiences’ needs and wants and the commitment to create programs, plans, and practices to help them solve their problems

Ongoing Marketing is Called…

Branding!

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

Walter Landor

Branding Logos are Abstract for a Reason…

Branding Logos are Abstract for a Reason…

The Nike Swoosh Story

QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture.

The Result

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

” Phil Knight, CEO, Nike

Four ‘P’s of Traditional Marketing 1.

2.

3.

4.

Product Price Place Promotion

The Marketing Mix

•

Price (value)

•

Product (solution)

•

Place (access)

•

Promotion (info)

Product

 What are you asking the target audience to do?

  What are the benefits to the target audience?

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

Price

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

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

 How can you minimize costs and remove barriers?

Place

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

 Where does your target audience spend time?

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

Promotion

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

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

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

Exchange

You Give Me

– $1

You Get

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

Source: www.turningpointprogram.com

Exchange

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

Source: www.turningpointprogram.com

Four Additional ‘P’s of Social Marketing 1.

2.

3.

4.

Publics Partnership Policy Purse Strings

Publics

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

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

Partnership

Are there other organizations…  doing similar work with which you could collaborate?

 that could bring needed resources and skills?

 that would be politically advantageous to align with ?

Policy

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

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

Purse Strings

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

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

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

Integration Assessment Tool

What’s your score?

What is integration?

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

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

 A known and valued presence throughout the school/district

How to Achieve Integration

    Having lunch in the cafeteria Taking the principal/school nurse to lunch Serving healthy refreshments at the faculty meetings Displaying visual materials at Parent Teacher Conferences      Providing in service training for staff/faculty Attending after-school events Offering classroom presentations Acknowledging teachers who have been supportive Writing regular articles for school newsletter.

Goal

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

Source: www.turningpointprogram.com

Key Elements of Marketing and Social Marketing  Know your

AUDIENCE

Orientation is fundamental –

really!

Customer  Must be an

EXCHANGE .

Customer must perceive benefits that equal or exceed cost 

COMPETITION

always exists  Target

AUDIENCE

implementation involved in the development &

BREAK

Stages of Social Marketing

1.

2.

3.

4.

5.

Planning Messaging & Materials Development Pre-Testing Implementation Evaluation & Feedback

Stage #1: Planning

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

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

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

Stage #2: Message & Materials Development  What messages will resonate with your target audience?

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

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

Stage #3: Pre-Testing

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

 Refine your messages and materials, as necessary.

Stage #4: Implementation

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

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

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

Stage #5: Evaluation & Feedback  How will you gather feedback to evaluate your marketing strategy along the way?

 How will you measure if you were ultimately successful?

Creating a Marketing Road Map

Objective: What Are you Trying to Accomplish?

Write down your objective for your marketing effort. Try to make it “SMART” S= Specific M= Measurable A= Achievable R= Realistic T= Time-phased

Example

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

Audiences & Gatekeepers

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

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

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

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

Target Audience

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

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

More About Your Marketing Target…  What are the top three concerns of your marketing target - professional or personal?

 Record them on your Marketing Brief.

 Share them with a partner.

Message Development Activity:

Why Should I Care?

Your Key Message/Pitch

     Think about your top two key messages (write it down if you like) Circulate around the room and find another partner.

Share your key message/pitch.

If you were the recipient. Let your partner know what was great about their key message. Switch and repeat steps 3 and 4.

Why should I care?

 Circulate around the room and find another partner.

  Share your key message/pitch.

If you’re the recipient of the pitch, ask “why should I care?” Be dramatic!

 Reply to the question.

 Change partners and repeat the exercise.

Quick Tips

 Be brief   Give them a takeaway Look for the “offers”  Be gracious when people move on  Leave the door open

Key Message Wrap-Up

1.

2.

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

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

What are voters concerns?

 Focus Groups  National Polling Data  Kellogg Foundation  Lake Research Partners

Research

 Focus Groups – Bangor, Maine – Walnut Creek, CA – Portland, OR – Detroit, MI – Buffalo New York – Albuquerque, NM  Polling – 1712 voters ages 18 or older nationwide – 301 residents in Maine – 320 in Louisiana and 305 in Massachusetts, – A second wave, included 300 interviews each in Oregon, New York and New Mexico

Talking Points



In defining school-based health care, less is more.

– Voters like the idea in theory – They also have reservations.

– Overly complex explanations only lead to more questions. – Sticking to the basics should be the rule of thumb!

Talking Points

  Avoid including a litany of services. Stick to the core services that include: – health education – mental health services – treating acute illness and sudden trauma – and managing chronic illness They tend to be less controversial.

Talking Points

 Including the term mental health evokes concerns unnecessarily  Use modifiers – grief therapy – peer pressure and bullying – suicide prevention

Talking Points

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

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

Talking Points



When talking about the need for school-based health centers, several outcomes should be emphasized.

– access for children who might not other wise seek care; – providing better and easier access to health care for uninsured and under-insured children; – that 40 percent of students served by the centers have no other health care options – promoting prevention and early intervention in cases of chronic conditions – mental health – centers will help children stay healthy and give all children an equal chance to succeed in school.

Facing Opposition

   Avoid highlighting that parents will not have to take time off of work. – Voters divide as to whether this is an important or a good outcome. – In the groups, voters voiced concern that school-based health care would allow parents would abdicate their responsibility to provide health care. – This reinforces that sentiment and shouldn’t be a lead message. Voters who shift away after hearing the two sides think – it possible that quality of care will not be good, – that money will be taken away from other educational priorities, and – that children will get care without consent.

Even base voters think: – it is likely that money will be taken away from other priorities that children will get care without consent.

What’s Your Schtick???

What’s your Schtick?

Truth anti-smoking campaign

Personality of SBHCs

 Persevering  Responsive  Friendly  Collaborative  High-quality

Personality Focus

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

LUNCH

This Afternoon We Will…

1.

2.

3.

4.

5.

Identify the key elements of social marketing Describe your target audiences and their gatekeepers Develop a pitch for your SBHC marketing plan Identify two possible vehicles for marketing to your target audiences Develop a social marketing action plan

Key Message/Pitch

Street Talk

Half Life - Round One

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

When Michaelangelo was asked…

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

He said…

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

Half Life - Round Two

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

Half Life - Round Three

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

Choosing the Right Vehicles

(And When to Drive Them)

Driving Lessons

Think of all of the different vehicles (e.g. fliers, email) that you currently use to market your center or service to your marketing target and list them in your workbook (pg.8).

Driving the Rotary

1.

2.

3.

4.

5.

Go to your assigned poster.

Choose a recorder and a reporter.

List all of the cheap and elegant ideas you can for the given marketing target.

Move clockwise to the next poster when the bell rings.

Be prepared to report out all of the ideas on your last poster.

Replacing Worn-out Vehicles with New Models  Stay at your original poster.

 Pick three things off the list and add flair to them.

 Report them to the group.

Pulling Into the Driveway

Stages of Social Marketing

1.

2.

3.

4.

5.

Planning Messaging & Materials Development Pre-Testing Implementation Evaluation & Feedback

Test Drive

(Ideas for Market Testing)       Interview key informants.

Conduct focus groups, surveys or telephone questionnaires with a subset of your marketing target. Use on-line resources (Zoomerang, Survey Monkey).

Review materials with existing advisory committees.

Make use of university interns and high school student to assist in the work and learn new skills.

Solicit incentive donations from sponsors.

Reflection & Action Planning

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

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

 What additional support do you need?

Final Action Plan

Action Steps

1. 2. 3. 4. 1. 2. 3. 4. 1. 2. 3. 4.

Lead Timeline

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

Plan Ahead but be Flexible

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

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

 Revisit these lists at staff meetings.

Making Change

Social Change

Everyone supports the behavior as normal and desirable.

Policy Change

Laws or regulations that require compliance.

Individual Change

• • •

Education of a student Patient health services Organizing an advocate

Social Marketing Resources

• • • •

The Turning Point Collaborative for Social Marketing www.turningpointprogram.org

CDCynergy Social Marketing Edition http://www.cdc.gov/communication/cdcynergy_eds.htm

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

The Social Marketing Quarterly www.taylorandfrancis.com

Subscription rates: Institutional: $148, Individual: $30

•

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

Thank You!

 Planned Parenthood of Maine  Academy for Educational Development  Rocky Mountain Center for Professional Development  Centers for Disease Control and Prevention (DASH)

Contact Information

Laura Brey, Training Director National Assembly on School-Based Health Care (202) 638-5872 [email protected]

www.nasbhc.org