Using Multi-Platform Marketing Strategies to Promote An African American Radio Drama

Background: Entertainment Education (E-E) is widely recognized for its effectiveness as a health communication tool and has been applied to various public health issues. In the U.S., E-E has been incorporated in television network programming (e.g. anti-drinking and driving behavior) and used in conjunction with other technologies (e.g. computer based interactive soap operas for breast cancer screening). E-E is seen as a powerful way to reach minority audiences with health messages. Health messages disseminated in this way reach a broader audience. However, in an overly saturated media environment, the use of one media platform significantly decreases the potential reach and effectiveness of E-E programs. Using multi-media messages through several platforms has the potential to exponentially multiple the reach of such programs beyond the primary audience and encourage audience engagement with the program’s content.While close attention and evaluation are routine in the process of developing E-E content, dissemination of such programs typically relies solely on the platform in which the program was produced. Creating a marketing strategy, which focuses on the promotion and placement of E-E content, is just as important as the product itself.

Program background: This study was conducted on Camberwell Stories, a radio serial drama produced as a part of a countywide health initiative to address obesity and tobacco policies. In an effort to reach young African American adults (ages 18-45), a marketing strategy was developed combining today’s most visible and inexpensive social media tools with traditional marketing and grassroots community advocacy.

Evaluation Methods and Results: A strategic marketing plan was created to disseminate Camberwell Stories to increase listenership in a younger demographic (ages 18-45), increase brand identity, and facilitate multiple opportunities for engagement with program content.  Two major focus areas were identified: Community engagement activities and promotional media to include social media, traditional media, and web.  Activities included participation in community events, social media campaigns, and the development of an interactive website. Evaluations of activities and level of user engagement were used to determine marketing program effectiveness. As a result of marketing efforts, there was an increase in the number of visitors to the program’s website and the number of people who listened to the episodes online. Event marketing allowed for over 1, 000 people to potentially come in contact with Camberwell. Similarly, of the people who came in contact with program content through event marketing, 20% wanted more information about the program. Facebook likes increased by 21% and half of the users were engaged with the content (shared liked, or commented on posts).

Conclusions: The development of a strategic multi-media plan helped to expand the reach of Camberwell’s content beyond the primary radio audience. The multi-platform dissemination of this program increased the reach of its content.

Implications for research and/or practice: Despite our successes in our marketing activities, we found that it would have been greater if the development of a marketing plan occurred during the production of the radio drama and emphasis was placed on the importance of all parts of the marketing mix.