Social Marketing and Analysis White Paper.
Center for the Support of Families.
Center for the Support of Families
8555 16th Street
Silver Spring, MD 20910
This report discusses the failure of traditional tools of social marketing that are designed to sell family-focused services and explains the need to achieve congruence among all stakeholders in the social services process to reach the common goal of achieving positive outcomes of children and families. Key components for achieving congruence are explained and include: Strategic Recruitment, a proprietary outreach model for identifying, locating, and communicating with families who are most likely to foster or adopt a child with special needs; the Need Predictor Analysis that assesses demographic, social, behavioral, and environmental attributes of families living in a jurisdiction to identify areas in which families are most likely to be at risk for issues that can be ameliorated by social services; and the Behavior Change Model that uses a series of interventions and incentives, tailored to each stage of the change model, to help families move toward an informed and confident decision. Strategies for retaining families and providing services through a Service Resource Center are explained, as well as the use of AFINA iGLASS, a Web-based application that allows agencies to coordinate and manage all of their outreach activities in one place. Outreach program evaluations are also explored. Case studies are provided to illustrate how different human service agencies have designed, executed, and evaluated outreach, recruitment, and public awareness campaigns.
social services; communication techniques; mass media; public awareness