Northwest Portland Area Indian Health Board

I N D I A N L E A D E R S H I P F O R I N D I A N H E A L T H

Northwest Portland Area Indian Health Board

Established in 1972, the Board is a non-profit tribal organization serving the 43 federally recognized

tribes of Oregon, Washington, and Idaho.

MISSION: To assist Northwest tribes

to improve the health status and quality of life of

member tribes and Indian people in their delivery of culturally

appropriate and holistic health care.

Project Red Talon

Increase Capacity to

Prevent STDs

Increase Awareness about STDs

Improve AI/AN Representation

Improve Testing & Treatment

We also have

INTRODUCTIONS

Mad Tea Party

Name, Tribe

Any ongoing health promotion messaging campaigns that you’re involved in…

OR

Something you hope to learn about during the training…

TODAY’S AGENDA

Social Marketing 101

Selecting Goals and Objectives

Engaging Partners

Tailoring Materials

Selecting Products & Communication Channels

Social Media 101

Project Management, Timelines, Evaluation

SOCIAL

MARKETING

101

TRIBAL SOCIAL MARKETING & MEDIA TRAINING

SOCIAL MARKETING

SM applies the principles of marketing to address social problems, by influencing health behaviors.

SM is strategic: We don’t have unlimited time, resources, or personnel…

SM makes us focus on:

• The most important people

• The most important messages

Everything else can wait until later!

Audiences are the beginning and end of social marketing…

SOCIAL MARKETING

ADDRESSES BARRIERS

Behavior change “barriers” are real but often downplayed or ignored in health education. This is a huge mistake!

• Barriers can be physical, emotional, social, monetary, or time-oriented

• Barriers can be conscious or subconscious

Social marketing is about finding bridges to overcome these barriers.

SOCIAL MARKETING ♥ CBPR

Social Marketing Community Based Participatory Research

Audience Orientation – Audience is viewed as decision makers with choices; seeks to understand what people want and provide them support acquiring it.

Seeks mutual benefit for all partners. Promotes co‐learning and facilitates the reciprocal transfer of knowledge, skills, capacity and power.

Segmentation – Subsets of populations are selected, evaluated, and prioritized to enhance efficiency and effectiveness.

Recognizes community as a unit of identity. Works to strengthen their sense of community through collective engagement.

Behavior Focus – Focus is on behavior that results in societal benefit, not just increased awareness or knowledge.

Builds on strengths and resources within the community. Recognizes the social and ecological structures and processes that contribute to health behaviors.

SOCIAL MARKETING ♥ CBPR

Social Marketing Community Based Participatory Research

Upstream and Midstream Audiences – Efforts to influence behavior is often enhanced by also targeting upstream and midstream audiences.

Builds on strengths and resources within the community. Recognizes the social and ecological structures and processes that contribute to behavior.

Evaluation – Evaluation focuses on behavior change and the impact on society. Evaluation is a continuous process that provides information to maintain and expand programs.

Involves a cyclical and iterative process.

Sustainability – Results from continuous program monitoring and adjustment based on changes occurring in the audience and environmental conditions.

Disseminates findings to all partners using language that is understandable and respectful. Ongoing feedback are used to inform actions.

CAMPAIGN

EXAMPLES

Logo

Posters

Fact Sheets

Tip Cards

Window clings

Flash Drives

T-shirts

Posters

Fact Sheets

Brochures

Web Banners

Lanyards

T-shirts

Posters

Fact Sheets

Brochures

Window Clings

Lanyards

T-shirts

Flash Drives

PSAs

ADD BOOTCAMP

SLIDES/EXAMPLES

SELECTING&

DEFINING

CAMPAIGN

GOALS

TRIBAL SOCIAL MARKETING & MEDIA TRAINING

Developing a Campaign

1. Define campaign goals & objectives.

2. Engage potential partners in the campaign.

3. Collect/Review Data:

1. Select the target audience.

2. Identify risk and protective factors related to the problem.

4. Identify messages that address risk/protective factors.

5. Tailor/design campaign materials to the audience.

6. Select product and placement strategies.

7. Pretest and revise materials if needed.

8. Implement the campaign.

Kansas Community Toolkit NPAIHB

Make a Plan

DEFINE YOUR CAMPAIGN GOALS

Reduce underage drinking among

American Indian and American Indian

(AI/AN) youth.

Reduce prescription drug abuse among

young adults 12-25 years old.

Improve cultural pride, self-esteem and

resilience among AI/AN youth.

Define your Target Audience

Age, Gender, Behavior

Location – Where are they?

What are their needs? Wants? Interests?

What do they think about this issue?

Who influences the behavior?

What are their barriers to the desired behavior?

TRIBAL TEAMS -- 15 MINUTES

What behavior would you like to change? What are the underlying risk or protective factors?

Who is your target audience?

What obstacles or barriers do they face when changing this behavior?

How do they get information about this? Trusted sources? Media preferences?

What behavior would you like to change? What are the underlying risk or protective factors?

Who is your target audience?

What obstacles or barriers do they face when changing this behavior?

How do they get information about this? Trusted sources? Media preferences?

REPORT - SHARE PAGE 1

TIGERS &

BEARS

TRIBAL SOCIAL MARKETING & MEDIA TRAINING

ENGAGING

COMMUNITY

PARTNERS

TRIBAL SOCIAL MARKETING & MEDIA TRAINING

ENGAGING COMMUNITY

PARTNERS

• Shared Ownership - Build trust, establish relationships; Help distribute marketing materials.

• Gain Insight - Identify locations where the target population naturally congregates.

• Increase Credibility - Utilize partner’s logos on materials, etc.

• Share Costs – Time, $, production, printing, etc.

PAGE 2: COMMUNITY WHEEL EXERCISE

SCHOOLS GATEKEEPERS

FAITH-BASED ORGANIZATIONS

COMMUNITY LEADERSHIP

LOCAL BUSINESS NON-NATIVE AGENCIES/ PROGRAMS

NATIVE AGENCIES/ PROGRAMS

HEALTH AGENCIES I.H.S.

TAILORING

YOUR

CAMPAIGN

TRIBAL SOCIAL MARKETING & MEDIA TRAINING

Developing a Campaign

1. Define campaign goals & objectives.

2. Engage potential partners in the campaign.

3. Collect/Review Data:

1. Select the target audience.

2. Identify risk and protective factors related to the problem.

4. Identify messages that address risk/protective factors.

5. Tailor/design campaign materials to the audience.

6. Select product and placement strategies.

7. Pretest and revise materials if needed.

8. Implement the campaign.

NPAIHB

Gather Information

Formal

Surveys

Key Informant Interviews

Focus groups

Informal

Meetings attended by target audience or campaign stakeholders

Friends/Colleagues

Who is the Audience

What do they want, need

know?

What messages / slogans resonate?

Draft 1

Draft 2

INFORMATION GATHERING: WHEN?

INFORMATION GATHERING: WHAT?

• Audience – Needs, Wants, Behaviors, Readiness (Stage of Change)

• Messages, Campaign Tone, Slogans

• Visual Concepts – Mock ups

• Final Drafts

• Completed Campaign – Satisfaction, campaign reach, behavior change.

SELECTING

PRODUCTS &

DISSEMINATION

STRATEGIES

TRIBAL SOCIAL MARKETING & MEDIA TRAINING

PRODUCT CONSIDERATIONS

What will appeal to my target population? What can I afford? What will help carry my message forward? Who will see it? What will be the community response?

What would happen if somebody outside the targeted audience sees it?

Is the product accessible? Readable, likeable, portable?

TIMING BEHAVIOR CHANGE

1 2 3 4 5 6 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

3-4 Times

BEHAVIOR CHANGE

7-9 Times

15-20 Times

RECOGNITION RECALL

DISSEMINATION OPTIONS

FINAL CONSIDERATIONS:

PUTTING THE PIECES TOGETHER

You can use different products and dissemination strategies to reach different segments of your target population

However, if this happens too much, may need to further refine your definition of your target audience

Does this campaign compete or compliment other programs/activities going on in people’s lives

TRIBAL TEAMS -- 10 MINUTES

Where and how will you gather audience feedback?

SOCIAL MEDIA

101

TRIBAL SOCIAL MARKETING & MEDIA TRAINING

We also have

What health topics are important for

Native youth to learn about?

EVALUATION

TRIBAL SOCIAL MARKETING & MEDIA TRAINING

EVALUATION

The Bad News: Every communication method has it’s own evaluation measures!

The Good News: Tailor your evaluation plan to your particular campaign.

What might we do to measure the reach of our campaigns?

Social Media Analytics

• Breadth

• Depth / Viewing

• Engagement

• Loyalty

• Customer Experience

• Campaigns

• Strategic Outcomes

http://www.howto.gov/social-media/using-social-media/metrics-for-federal-agencies

Google Analytics

YouTube Insights

Evaluation: Impacts

What might we do to measure the impact of our campaign?

• Changes in underage drinking?

• Changes in prescription drug use?

• Changes in attitudes or norms?

Q&A

TIMELINES

Mar April May June July Aug Sept Oct Nov Dec Jan Feb Mar

Media Training X Identify audience, goals, behaviors…

Develop and test messages, slogans, designs…

Produce materials

Place materials; evaluate campaign

1. Review your planned activities

2. Determine expenses (staffing, materials, supplies, equipment, travel)

3. Sit down and create

BUDGETS

2121 SW Broadway, Suite 300 Portland, Oregon 97201 Phone: (503) 228-4185 Fax: (503) 228-8182

Stephanie Craig Rushing, PhD, MPH Director – Project Red Talon & THRIVE scraig@npaihb.org Colbie Caughlan, MPH THRIVE Project Manager ccaughlan@npaihb.org Jessica Leston, MPH STD/HIV Clinical Services Manager jleston@npaihb.org David Stephens, RN Multimedia Project Specialist dstephens@npaihb.org Tommy Ghost Dog native@npaihb.org Celena McCray cmccray @npaihb.org

Northwest

Portland Area

Indian Health

Board

Indian Leadership for Indian Health