Social Marketing

Susan Starbird provides consultation and execution of social marketing initiatives that address the your unique population's wants, behavioral objectives, and marketing "Ps."  Social marketing is the discipline that uses commercial marketing methods to achieve social and/or behavior change.  Its values include these and more: the marketing objective is action; audience members are engaged in planning; people will exchange a current behavior or social norm for one they perceive is better, and on this exchange audience members are the experts; initiatives are organized by product, price, place, and promotions (“4 Ps”); competition is addressed; and return on marketing investment is monitored.

2008: Lessons Learned On The Ground: Four Case Studies in California's HIV Prevention High-Risk Behavior Change (Social Marketing) Campaign 2004-2007

Initiative #6 2008: Health Action social marketing consultation.

Initiative #1 1998-2007: Drafted marketing element of grant request and then contracted to assist client in prototyping and implementing this public health initiative. Includes procedural coaching for marketing planning and implementation, counseling on research and evaluation design, multimedia strategic creative direction, in-house and contractor capacity-building.

Initiative #4 2003:  Developed strategic social marketing plan for bilingual, bicultural healthcare workforce development campaign. Included formative research, message pre-testing, and marketing strategy.

Initiative #3 2002-2003 and 2006-2008:  Developed strategic social marketing plan for multi-year bilingual public health initiative.  Included procedural coaching for marketing planning and implementation, counseling on research and evaluation design, multimedia production management coaching, in-house capacity-building. Returned in 2006 to refresh and update marketing tactics, and develop communitywide marketing collaborative.

Initiative #2 2000-2002: Coached advisory group and staff in design and execution of a one-year multimedia communications program that won a northern California Addy Award. Included marketing communications planning from research through execution and evaluation phases.

Initiative #5 2004-5: Market research and needs assessment for an education non-profit offering technical assistance and training to child care providers.