I just returned from leading a full-day workshop, Developing Comprehensive Prevention Strategies using Social Marketing, for the Missouri Coalition Against Sexual & Domestic Violence in Columbia, Missouri.
By drawing upon the tools of marketing, I have learned to ask a series of questions that help guide the planning and development of prevention work. The first questions I ask are:
- Who are we trying to reach? (Who is the primary audience? What do we know about them?)
- What do we want our primary audience to do? (What behavior do we expect them to adopt?)
After further consideration of the benefits, barriers and ease to adopt the new behavior, then it is the time to select or develop communication strategies and activities to achieve the specific goal s for that particular audience.
For more information and notes from the training in Missouri, click here.