BACKGROUND:
When public health professionals use the tools of private-sector marketing, it's called social marketing. Social marketing combines audience research, community involvement, and behavioral science to guide program development and delivery. Learning to see a problem from your target population's viewpoint provides a logical way to decide what intervention approach would be most effective. Social marketing's success comes from knowing how to frame a message, when to utilize a skill-building session, and when to use a media campaign or community outreach. In this workshop you'll gain: 1) a thorough understanding of how and why target audiences behave as they do; 2) some ways to create an "exchange relationship" to influence those behaviors; and 3) tools to manage intervention programs by continuously monitoring and altering them to fit the needs of the target audiences.

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LEARNING OBJECTIVES:
By the end of this workshop participants will be able to: define the 4 “P’s” of marketing; assess a target audience’s perceived benefits and barriers; describe three methods for conducting formative research; and list two sources of low-to-no cost information.