Social Marketing
The role of the PA NEN Social Marketing Committee is to:
- Review the social marketing plan of the PA NEN plan
- Advise Network staff on developing and implementing the social marketing agenda of the plan
- Aid in assessing and monitoring the social marketing activities of the Network.
The social marketing plan in development will integrate current PA NEN work into a campaign with specific educational objectives and activities. This targeted campaign will energize the PA NEN in working to maximize the impact of our interventions for the food stamp eligible population.
Current Activities
The PA NEN will conduct a formative assessment of a statewide social marketing campaign targeted to FSP-eligible clients of County Assistance Offices (CAO) and food pantries. The PA NEN evaluation and social marketing committees will be involved in this process. The assessment will include:
- Evaluations of FY2008 nutrition education programming in CAOs as conducted by local PA Nutrition Education Tracks programs and funded by the Department of Public Welfare (DPW);
- Outcome evaluations of existing PA NEN programming, including the On The Table booklet in CAOs and the Good Food TV DVD utilized in CAOs and food pantries;
- Outcome evaluations of SNAP materials;
- Qualitative analysis targeting CAO and food pantry staff, clients, and other key informants to determine environmental and audience characteristics, current behaviors and attitudes, potential barriers to the campaign, and expected level of community support.
The outcome of the formative assessment will be a refinement of campaign objectives as well as development of a key message, appropriate marketing techniques, and an evaluation plan.
Components of the campaign may include, but are not limited to, expansion of existing programming to clients in CAOs and food pantries, website development, development of an educational/resource toolkit based on SNAP materials and development of a Pennsylvania-specific educational DVD. Selection of these materials will be based on results of the formative assessment. Additional justification for choice of these materials is shown by previous research indicating the need for nutrition education materials in family-friendly formats. To view the results of the 2006 formative analysis of educational needs, click here.
