Social Marketing and Evaluation

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• Social Marketing and Evaluation
• ASNNA Winter Conference
• Arlington, VA
• February 17, 2010
• Dana Goodloe
• Arizona Nutrition Network

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Arizona SNAP-Ed

• SNAP-Ed is housed in the Arizona Department of
  Health Services
• 15 Counties in Arizona
• 304,059,724 people in Arizona
• For November 2009, the total SNAP issuance was
  128,982,371 with an average per-person allotment
  of 130.78
• A total of 986,276 people received SNAP benefits
  in November 2009
• (an increase of 122,836 people since November
  2008)
• Arizonas SNAP-Ed Federal Share for FFY 10 is
  17,560,519

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Objectives

• Identify types of social marketing (SM)
  evaluation used in Arizona
• Identify how SM evaluation effects SM
• Review steps for developing Go Low Campaign
• Review steps for developing Champions for Change
• Brief review of SM studies

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SM Evaluation in Arizona

• Quantitative Study Intention to take action
• Focus Groups Reviewed concepts and created
  materials
• Intercepts Did you see our spots? Our
  materials? What did you think? Taking action?
• Milk Study What should the message be?
• Technology Study Are you connected?

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How Evaluation effects SM

• Lets walk through the creative process

The campaign is Go Low (fat free low fat
milk consumption) The advertising
agency has developed six concepts 1. Help
yourself, help your family 2. Health. It is
easier than you think 3. Its like having a
helping hand 4. Were here to help 5.
Champions for change 6. Grow a healthy
family
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Focus Group Test the Concepts

• Our moms are very literal
• Extra arm, twin and mini me were frightening
• Bobby B. Well is a cartoon so mom would not even
  watch the spot if it came on
• Moms want to feel empowered
• Champions for Change is empowering
• Mom could be successful

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Champions for Change wins!

• Now to find Arizona Champion moms
• Went to SNAP offices with a video crew
• Interview moms about their habits
• Identify those that are Champions
• Have a preview of how they would act on camera
• Time to create the parts
• TV spots, radio spots and still photography

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• Go Low TV Spots
• Radio Spots
• Collateral Materials

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Adding new campaign to website
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Focus Group Go Low

• What did you think of the spots?
• Anything catch your eye?
• Good stuff? Not so good stuff?
• Our focus group had lots of great feedback
• Mail out doesnt say free recipe or coupons
  inside trash
• Spanish Mom -English mom
• What do we do next?

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At the same time

• New Interim Director at ADHS
• Looking to have one common brand for the agency
• To this point each program had their own and they
  were very diverse
• Champions for Change was just coming onto the
  agencies radar

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Logo Concepts
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Other Studies

• Creation of Milk Study
• Focus Group implied we are out of touch with our
  moms on this subject
• Is our message resonating with moms?
• What would be a good approach for our message?
• Creation of Technology study
• Are you connected? How?

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Brief review of SM

• Quantitative Study showed us about readiness to
  change with SNAP participants
• Focus group tested concepts and materials
• Intercepts looked at penetration
• Specialized studies provide more detailed info
  (milk study - technology study)

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• Arizona Nutrition Network
• Dana Goodloe
• 150 N. 18th Ave, Suite 310
• Phoenix, AZ 85007-3242
• 602.364.0354
• 602.542.1890 fax
• Goodlod_at_azdhs.gov