Michelle Ashby, President/CEO

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Social Marketing for Family Planning Agencies in
New York State

• Michelle Ashby, President/CEO
• April Stone, Account Manager
• November 1, 2008
• Tipping Points are a reaffirmation of the
  potential for change and the power of intelligent
  action.

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What is this Social Marketing all about anyway?

• Use of modern marketing to INFLUENCE positive
  change in attitudes or behavior some examples
  are
• City/Town, NY is a great place to live
• Drink milk
• Quit smoking
• Visit your Family Planning agency
• Purpose is to CREATE CHANGE for societal benefit
  (rather than commercial profit) benefits
  include
• Keeping more young people in a particular city
  (Brain Drain)
• Builds stronger bones, preventative care
• Saves lives, saves money
• Affordable (FREE or sliding fee) alternative to
  primary care

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Principles of Social Marketing

• Exchange (Increase benefits/reduce barriers)
• to get something, you have to GIVE something
• Segmentation (Target)
• people are different, understand what to give
  them how to position it to them
• Competition
• give people something that they want more than
  what they have today
• FREE is one of the most powerful, motivating
  words you can use

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6 Stages of Developing the Plan

• Define the health problem
• What is the problem we want to address? Increase
  the number of clients
• Identify who must act to solve the problem
• Segmentation will help determine the
  characteristics of the people within the desired
  target audience Un-insured or
  under-insured women
• Conduct formative research
• Understand the targets barriers motivators
• Know what stage of change they are in
• Test the exchange benefit statement
• Develop project interventions
• Community Outreach Education
• Advertising Public Relations
• Partnerships (with stakeholders and/or points of
  contact with target)
• Deliver monitor program results
• Conduct evaluation

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Segment the Target Audience(s)

• Specific group(s) of people who have similar
  needs, preferences and behaviors
• Geographic county, zip codes, state, urban/rural
• Demographic age, gender, ethnicity, education
  level, income
• Risk factors
• Stage of change
• Adopter segment
• (P.S. The target is not you)
• The more target audiences you have, the more
  resources (time and ) you will need
• Proposed Segment Newly uninsured women this is
  an opportunity for Family Planning agencies
  (stage of change adoption life cycle)

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Stages of Change

Pre-contemplation
Contemplation
Preparation
Action
Maintenance
Termination
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Creative Messaging

• What do WE want?
• What does our TARGET want?
• What is in it for our TARGET? What do they want
  or need to change?
• What is the exchange?
• People will adopt an idea or change their
  behavior more quickly if
• A relative advantage over what exists now
• Compatible with social norms
• Not too complex
• Not a big commitment or they can try it
• Can see someone either doing it or using it
• Make your message EASY, FUN or POPULAR and you
  will have a much greater chance of affecting
  change!!

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Research prior to launch

• Confirm the barriers that keep women from coming
  to Family Planning agencies
• Which Benefit Statement will motivate women to
  come in?
• Does the exchange work?
• What stage of change are they in?
• How do they respond to our creative message?
• Do we need to adjust the message?

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Outreach Partnerships

• Media campaigns are powerful, but we cant do it
  without YOU
• Organized on-the-ground outreach and public
  relations efforts will stretch our collective
  dollars further
• Which community partners can help you access
  these women?
• By working collaboratively on this effort, we
  hope to give you more time to spend working with
  your constituents and to develop relationships
  with new, local partners
• Where do our women go?
• Which stores do they shop at?
• Do they go to the YWCA, or to the Food Pantry, or
  to the Thrift Stores?

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Campaign that worked
Click It or Ticket
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campaign that Failed.
300 million latermilk consumption was
down. Chugs were introduced in Chicago, milk
sales up 269!
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Program Message Success!

• Success depends on the quality availability of
  the service/product, not only the spent on
  advertising.
• We have to have a consistent message that
  resonates with our target
• We have to provide the right service
• We have to update our program to meet changes in
  society

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Timeline for success

• November 6th Webinar
• Overview of program
• December 12th
• Target audience(s) established
• Which agencies will participate size of budget
  confirmed
• Which problem will be addressed in campaign
• Goal for the campaign, by region
• How success is measured, by region
• Beginning in January 2009
• Develop media mix by region begin media
  negotiations
• Develop test creative, benefit statement
  exchange with target audience
• Produce materials
• Family Planning agencies develop program
  outreach tactics
• Mid-March 2009
• Outreach program begins
• Media campaign follows closely after

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Next Steps