Kathleen Culver Marketing Trends in Sports o 4 p s Product business Price business Place business Promotion journalism Paid earned and owned channels o Marketing mix o Media ecosystem o Content marketing o Brand publishing o Sponsored content o Brand journalism Traditional hybrid social owned with video in the center Use of information and entertainment to promote a brand Telling stories about the things the brand cares about o Branded custom content Original content with a brand s name on it Brand pays to put its branded content on media it doesn t own Doesn t exists Branded content is information entertainment and education Journalism is independent o Crisis communication 6 r s Rapid response Responsibility Regret Resolution Restitution Reform Shawnika Hull Social Marketing Marketing o To use the technological tools to influence the target audience Tools media outreach interpersonal influence database PR Influence Knowledge awareness attitudes beliefs purchasing behavior Audience People with purchasing power who influence those o Process of structured and strategic analysis planning and evaluation w purchasing power Marketing mix Product what Place where Promotion how Price at what cost Social Marketing o Tools media outreach interpersonal influence community events o Influence persuade with the goal of behavior change o Audience primary and secondary audience In order to make a difference consider your audience and who you need Individuals Policy Makers Stakeholders o Mindset social change o Systematic process Structured strategic planning o Rooted in audience analysis Need Ways to meet needs Marketing mix Problem Description o In order to make change you need to decide what needs to be changed Must have behavioral objected Description of the goal o Specific behavior change Clear measurable actionable Accountability is crucial as a professional in this field must be able to make progress as they are trusted with a lot of money Need goals to ensure you aren t causing harm to community Audience Orientation o Understanding the audience allows one to decide if the goals are reasonable Those affected by the problem Policy makers Lobbyists Voters Formative Research o Information gathering at the development stage Target audience Factors influencing behavior Knowledge Beliefs Behaviors o Barriers Audience Segmentation o Dividing audience into relevant subgroup in order to capture audience Into homogenous groups o Primary audience Whose behavior is targeted o Secondary audience o Tailoring effectiveness Strategy development o Influencing behavior Who influences the behavior of the primary audience Adopting a new behavior Refraining a behavior Stopping a behavior Intermediate steps o The ideal behavior may not be a reasonable target for behavior change o Competition Behavior that the target audience is accustomed to and o Exchange for every choice we make there is an exchange may prefer Explored Acknowledged Addressed Tangible Intangible Pulling it together Intervention Design o Marketing mix Product what the audience gets Tangible and intangible Price the cost or barriers to behavior What they re giving up Place where the behavior is performed addressed received Promotion Evaluation o Was the program successful Based on goals and objectives Basined on systematic measurement Process evaluation Outcome evaluation Social Marketing o Specified target audience and formative research o Behavior change goal o Addressing benefits and barriers to exchange o Strategy to affect change Marketing mix Acceptance Journeys Campaign o Ads in Milwaukee to support gay people of color in Milwaukee High HIV rates o Developed campaign to promote acceptance of gay men of color in Milwaukee and individuals who have the power to shape their outcomes
View Full Document
Unlocking...