Social Marketing / Formative Assessment
Social marketing can be thought of as a mindset used in planning and partnership development, or a structured and strategic planning process. It can be used to influence the behavior of individuals or the behavior of policymakers and influential persons for policy and environmental changes.
Social Marketing Resources
Centers for Disease Control and Prevention (CDC) Social Marketing Resources - A link to social marketing resources from the CDC, including a web course on Social Marketing for Nutrition and Physical Activity.
Obesity Prevention Coordinator's Social Marketing Guidebook (PDF, 2.6 MB) - This guidebook provides guidance as to how to coordinate an obesity and overweight prevention intervention. Each section of this guidebook focuses on a distinct phase in the social marketing process.
Social Marketing Case Studies - These case studies are meant to provide detailed information on the “how” of planning a social marketing intervention by people who actually went through the process.
Planning Questions (PDF, 15 KB) - Help for getting started with the social marketing planning process.
Formative Assessment Resources and Techniques
Focus Groups ("Select Word version of Session 2 Moving to the Future Worksheets", Page 72) or The Handbook for Excellence in Focus Group Research.
Community Forums/Meetings ("Select Word version of Session 2 Moving to the Future Worksheets", Page 70)
Key Informant/Key Stakeholder Interview (Select Word version of "Session 2 Moving to the Future Worksheets", Page 66)
Community Opinion Survey (Select Word version of "Session 2 Moving to the Future Worksheets", Page 57)
Nutrition Environments Measures Survey (NEMS) [Note: Must be trained to use these measures. Contact Amy Meinen or Mary Pesik for more information.]
Fruit and Vegetable Audit Tool
Rapid Assessment Procedure
Surveys - mail, phone or web-based
Audience Segmentation - Segmenting Audiences to Promote Energy Balance: A Resource Guide for Public Health Professionals (PDF, 1.8 MB)
Stakeholder Empowered Assessments and Evaluation (PDF, 72 KB)