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1 Adapting Social Marketing Campaigns for Health Departments This webinar will begin shortly. Dial-In: , Access Code:

2 Adapting Social Marketing Campaigns for Health Departments December 3, 2014 Carlos De León, Senior Associate, Health Equity & Prevention

3 Webinar Etiquette To unmute your phone line Press *7 to unmute. Press *6 to re-mute. Verbal Questions There will be dedicated time for questions. Please wait until the Q & A section to ask questions on the phone. Please identify yourself when asking a question or providing a comment. Written Questions Participants have the ability to submit written questions during the webinar using the Chat function.

4 Presenters Michael Kharfen, Senior Deputy Director District of Columbia Department of Health, HIV/AIDS, Hepatitis, STD, and Tuberculosis Administration (HAHSTA) Elaine Myada, Executive Vice President Octane Public Relations and Advertising

5 Adapting Social Marketing Campaigns for Health Departments December 3, 2014

6 Overview Key insights and tips on developing effective HIV/AIDS social marketing campaigns from research, audience segmentation, message development, outreach channels How to evaluate social marketing efforts Overview of key findings from HAHSTA s social marketing campaigns

7 Research

8 Research MOST important step in campaign development! 1. Identify problem 2. Engage research consultant 3. Determine research needs 4. Develop questions 5. Conduct Research 6. Create Report HAHSTA HIV Testing Campaign Problem - In 2009, HAHSTA found that many residents were still not being routinely tested for HIV.

9 Research Types of research Environmental scan review existing research, campaign, etc. Focus groups with target audiences Surveys Stakeholder interviews with community organizations and others in the community

10 Define Campaign Goal, Objectives, Target Audiences

11 Target Audience Identify, segment, select and target audiences to tailor your health messages. Target audiences for DC HIV testing campaign 1. DC Heterosexual African-American men 2. DC Heterosexual African-American women 3. DC Gay men

12 Goals Based on the research develop goals for your campaign. Your goals should focus on the end result that you want the campaign to achieve. Goals can include one or more of the following: Raise awareness Inform/educate Change attitudes Promote goodwill/action Goals for DC HIV Testing campaign To inform residents of the importance of requesting an HIV test during their regularly scheduled doctor visits To motivate residents to learn their HIV status for their health, the people in their lives and communities

13 Objectives Campaign objectives should be Specific, Measurable, Achievable, Realistic and Timely (SMART). Because strategies are implemented through objectives and program activities, multiple objectives are generally needed to address a single strategy. Objectives are the basis for monitoring implementation of your strategies and progress toward achieving your program goals. Objectives also help set targets for accountability and are a source for program evaluation questions.

14 Objectives Objectives for DC HIV Testing Campaign Create messages and resources that provide DC residents with information about the importance of HIV testing. Disseminate campaign messages to DC residents via campaign advertising, social media, website and community organizations that provide health outreach services. Conduct earned media outreach to promote the campaign and highlight stories of HIV testing as prevention. Engage DC residents in events that inform and motivate them to get tested for HIV.

15 Campaign Key Messages

16 Theme/Tagline The campaign theme or tagline becomes synonymous with your campaign goal and brand. It should succinctly convey what action you want the target audience to take. This theme/tagline will be used across all campaign materials. DC HIV Testing Campaign Theme Ask for the Test

17 Key Messages Key messages are your elevator pitch and capture the essence of what you want to communicate. They are bite-sized summations that articulate: what your campaign is, how it is beneficial and why it is important to stakeholders. Key messages help you: Prioritize and crystallize information. Ensure consistency, continuity and accuracy. Measure and track success. Stay focused when speaking with media or stakeholders.

18 Key Messages Attributes of key messages are: Concise: Optimally three key messages with three supporting sentences. Strategic: Define, differentiate and address benefits/value proposition. Relevant: Balance what you need to communicate with what your audience needs to know. Compelling: Meaningful information designed to stimulate action. Simple: Easy-to-understand language. Memorable: Easy to recall and repeat. Real: Active rather than passive voice. Tailored: Effectively communicates with different target audiences.

19 Key Messages Use message box method to develop messages. Select 3 4 focus areas for messaging. For example, for DC HIV testing campaign areas may include: What is HIV testing Who should be tested for HIV HIV testing stats in DC For each area, list 3-4 messages pertaining to that area.

20 Branding/Creative

21 Branding/Creative Develop a brand or creative concepts to drive your campaign A successful brand is recognizable and memorable, complements the key messages, and will create and sustain a long-term positive impression among its target audiences. Branding includes logo, colors, fonts, and images that align with key messages. The brand ensures that there is a consistent and cohesive look and feel across all communications products.

22 Ask for the Test

23 Communications Channels

24 Communications Channels Identify the right channels to distribute, deliver, and promote your campaign. Channels may include: Earned media Community Partnerships Resource Materials Events Advertising Social Media Website Video

25 Communications Channels Ask for the Test Communications channels DCTakesonHIV.com Website Ask for the Test TV ad Paid Media Collateral Materials Events and Outreach Earned Media

26 Evaluation

27 Evaluation Identify program elements to monitor. Determine how the information will be gathered: Choose the data collection method best suited to answering each evaluation question. Develop a data analysis-timetable and budget.

28 Evaluation Quantitative evaluation metrics may include: Media coverage including number of stories placed and impressions Paid media impressions Materials printed and distributed by campaign Number of events or conferences attended and individuals reached Partnership results including events, outreach results, etc. Social media likes, comments, hits and responses Website traffic

29 Evaluation Qualitative evaluation may include: Focus groups Interviews

30 Thank You

31 Questions Verbal Questions Press *7 to unmute Press *6 to re-mute Please identify yourself Written Questions Submit using chat If you have questions regarding this webinar, please contact Carlos De León ( )