Local Implementation of the Wisconsin Nutrition and Physical Activity State Plan - Social Marketing and Formative Assessment

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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 (exit DHS) - A link to social marketing resources from the CDC, including a web course (exit DHS) on Social Marketing for Nutrition and Physical Activity.

Obesity Prevention Coordinator's Social Marketing Guidebook  (exit DHS; 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 (exit DHS)

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 (exit DHS; 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)

In-Depth Interviews

Community Opinion Survey (Select Word version of "Session 2 Moving to the Future Worksheets", Page 57)

Environmental Assessment

SWOT Analysis

Rapid Assessment Procedure 

Surveys - mail, phone or web-based

Literature Review


Other Resources

Audience Segmentation - Segmenting Audiences to Promote Energy Balance: A Resource Guide for Public Health Professionals (exit DHS: PDF, 1.8 MB)

Stakeholder Empowered Assessments and Evaluation (exit DHS; PDF, 72 KB)

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Last Revised: November 21, 2014