SOCIAL MARKETING INITIATIVE INSTRUCTIONS
Each section should begin with the heading that is provided below in bold type:
Part 1
Clearly describe the population you wish to reach, the need you are attempting to target, and the product or resource you are attempting to sell. (This section must be at least 1 page in length.)
• Identify your priority population. (Make sure to be very specific in your description of the demographics. Remember, it is much more feasible to target a measurable audience than a generalized population.)
• Identify the specific need you are trying to address and overcome. (You will need to provide data and information to sell the urgency and/or importance of this health need.)
• Describe the product or resource you are hypothetically planning to sell.
• Provide 1 peer-reviewed journal that supports your perception of the need. (You must describe how this article supports the need for the product you are hypothetically attempting to sell).
Remember, you are trying to "sell" this idea, so make sure to convince the reader of the urgency, importance, and impact potential behind your idea.
Part 2
Using the graph from p. 215 in your text, outline the 8 P's of your health-related promotional effort. Make sure to provide adequate detail for each marketing item as outlined in Figure 8.2. (This section must be at least 1 page in length.)
Part 3
Explain how you would use the Diffusion of Innovation concept to promote your idea. (This section must be at least 1 page in length.)
• Identify and describe the group you would target as your early adopters.
• Describe how you would reach laggards and encourage them to adopt the innovation. (Remember, telling someone they need to change is not typically an adequate means by which to foster change. This needs to be more than just a dispersion of information.)
• Address at least 3 of the innovation characteristics from Table 9.1 and describe how you would address them in your marketing campaign.