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Social Marketing Phases 2 Market Research RESEARCH TO INFORM SOCIAL MARKETING STRATEGY
Market Research Conducted or Underway Literature review (2009-2010) Materials evaluation (2009) Environmental scanning (2010) Partner assessments (2010 & 2011) Audience segmentation analyses (2009 & 2010) Focus groups (2010) Couple interviews (2010) Secondary data analysis- underway Concept development and testing (2011) Adcept development and testing- underway
Page 1 and 2: Developing a National Social Market
Page 3 and 4: WHAT IS SOCIAL MARKETING?
Page 5 and 6: Problem Description Implementation
Page 7 and 8: Defining the Issue - Public Health
Page 9 and 10: Defining the Issue- A Call To Actio
Page 11 and 12: Defining the Issue- Consumer Workgr
Page 13: Defining the Issue- Social Marketin
Page 17 and 18: Market Research (cont’d) Environ
Page 19 and 20: Market Research- Audience Segmentat
Page 25 and 26: Market Research- Focus Groups Over
Page 27 and 28: Market Research- Couple Interviews
Page 29 and 30: GFK-MRI DATA
Page 31 and 32: What Is GFK/MRI? Secondary market
Page 33 and 34: Internet Activities (Last 30 Days)
Page 41 and 42: Cable, Satellite or Fiber Optic Pro
Page 43: Cable, Satellite or Fiber Optic Pro
Page 46 and 47: Women of Childbearing Age- Planners
Page 48 and 49: Non-Planners are Pre-Contemplators
Page 50 and 51: Planners Short Term Communication G
Page 52 and 53: Market Research- Concept Developmen
Page 55 and 56: Market Research- Concept Developmen
Page 57: Market Research- Concepts, Adcepts
Page 71 and 72:
Social Marketing Phases 3 Market St
Page 74 and 75:
Problem Description Market Research
Page 76 and 77:
NEXT STEPS
Page 78 and 79:
WHAT’S MISSING?
Page 80 and 81:
Questions? On-line social marketin
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