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Social Marketing-Department of Health Victoria PowerPoint Presentation

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About This Presentation

Slide 1 - Social Marketing The use of marketing techniques and concepts to market social/health messages Module 5.2
Slide 2 - 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
Slide 3 - Why social marketing To promote to large numbers of people a health message a service for advocacy purposes
Slide 4 - 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
Slide 5 - The 7 Ps : Principles of social marketing for services Product People Physical evidence Price Place Processes Promotion
Slide 6 - 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
Slide 7 - Price What is the cost to individuals/agencies What do they have to give up? Time Money Discomfort Effort/resources
Slide 8 - 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
Slide 9 - 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
Slide 10 - 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