Welcome! Meet your trainers for the webinar.
6/18/2012
Recruitment and Retention of Teens for Pregnancy Prevention Programs:
A Social Marketing Approach
Naima Cozier and Juli Powers JSI
June 19, 2012 3:00 ? 4:15 PM EST
US Department of Health and Human Services Administration on Children, Youth and Families
Family and Youth Services Bureau Personal Responsibility Education Program (PREP)
Welcome! Meet your trainers for the webinar.
Juli Powers
Naima Cozier
1
6/18/2012
objectives
1. Describe social marketing concepts: barriers, benefits and competition
2. Identify and describe the four components of a strategic marketing mix
(as they relate to recruitment and retention for teen pregnancy prevention programs)
why use marketing principles?
? Understand the challenges ? Target your messaging ? Communicate effectively
with youth and parents/ guardians ? Strengthen recruitment within schools and CBOs
4
2
6/18/2012
social marketing
Use of commercial marketing principles and techniques to promote adoption of a behavior that will improve health or well-being of a target audience or society as a whole.
Social Marketing: Influencing Behaviors for Good Phil Kotler & Nancy Lee
think like a marketer...
product
audience benefits
costs competition
3
know your audience
6/18/2012
recruitment and retention approaches
? Targeted ? directly engages individuals to participate in programs and stay engaged
? Peer-driven ? uses participants' social networks to drive recruitment efforts and support retention in programs
4
key to a targeted approach
Information collected from the audience about the audience:
? Focus groups ? Key informant interviews
6/18/2012
Barriers Benefits
& Competition
5
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