CDCynergy
Social Marketing Edition
Screen Reader Accessible Version
On this page:
Screen Reader Suggestions
About CDCynergy
Install Acrobat Reader
How to Use
Introduction
to Social Marketing
CDC Web Site for CDCynergy
Help
My Plan
My Model
Glossary
Index
Media Library
Tools for Research
Social Marketing Examples
CDCynergy Process Tutorial (main application)
Screen
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in this application
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About
CDCynergy
View information
about this version of CDCynergy.
Install Acrobat
Reader
Click
to install the Acrobat Reader which is needed to view many of the resources in
CDCynergy. From
Adobe Website
How
To Use
See instructions
on how to navigate and use the CDCynergy application.
Introduction to Social Marketing
Access resources
designed to introduce you to Social Marketing.
"Introduction to Social Marketing" (video)
(transcript)
"How to Approach this Disk" (video)
(transcript)
"You're Already Doing It" (video)
(transcript)
"CDCynergy Demand Study" (video)
(transcript)
"Iterative by design" (video)
(transcript)
"Why a systematic model?" (video)
(transcript)
Primer for Managers
Key Social Marketing Concepts
CDC Web Site
for CDCynergy
Visit
the CDC web site for more information about this version of CDCynergy.
CDCynergy
Home
National
Center for Health Marketing Home
CDC
Home
Help
Access
the help system for CDCynergy, presented in a "Frequently Asked Questions" (FAQs)
format.
My
Plan
These "starter"
documents contains: suggested section titles for your social marketing
plan, the CDCynergy steps, and guidance for each step.
MyPlan.doc
MyPlan.rtf
My
Model
These "starter"
documents contains a summary outline for your social marketing plan to
share with others. It can also server as a logic model for your plan.
MyModel.doc
MyModel.rtf
Glossary
Access the CDCynergy
glossary definitions of terms and phrases used in CDCynergy.
Index
View
a list of all Resource items in this version of CDCynergy. Some Acrobat
files (.pdf) may not be screen reader accessible.
By Category
Alphabetical
Media Library
Access
the CDCynergy media library that contains examples of posters, radio spots, TV
spots, and other media used in previous communication campaigns. Some Acrobat
files (.pdf) may not be screen reader accessible.
Posters
Radio
Spots
TV
Spots
Other
Media
Tools for Research
Access a listing and description of various data collection methods used in communications research.
Doer/Non-Doer Analysis
Focus Groups: By Internet
Focus Groups: By Telephone
Focus Groups: Face to Face
Gatekeeper
Review
In-Depth
Personal Interviews
Mystery
Shopper
Qualitative
Research Analysis Software
Qualitative
Research Methods
Quantitative
Research Methods
Readability
Testing
Reviews
of Existing Data
Survey
By Interviewer: CAIT
Survey
By Interviewer: Omnibus
Survey
By Interviewer: Telephone
Survey
By Interviewer: Face To Face
Survey
Self Administered: CSAQ
Survey
Self Administered: Handout
Survey
Self Administered: Internet or Web-based
Survey
Self Administered: Mail
Theater
Testing
Triads
Web
Site Usability Testing
Social
Marketing CDCynergy
Examples:
The examples are
case studies of health communication interventions. Each study is divided
into steps, to demonstrate how the problem was addressed at each point in
the planning process.
WIC
- Breastfeeding
Chitterling
Preparation
Teens
Stopping Aids
Violence
Against Women
CDCynergy Process
Tutorial:
The
CDCynergy process model is presented in a 6-phase model. A corresponding tutorial
describing "what
to do" and "how to do it" is available for each phase.
Phase 1: Problem Description
Introduction - Phase 1: Problem Description
Example - Chitterling Preparation
Example - Violence Against Women
Resources - Phase 1: Problem Description
Step 1.1 Write a problem statement.
Example - Chitterling Preparation
Example - Violence Against Women
Consultant - "Local Data" (video) (transcript)
Step 1.2 List and map the causes of the health problem.
Example - Chitterling Preparation
Example - Violence Against Women
Consultant - "Social Determinants of Health" (video) (transcript)
Step 1.3 Identify potential audiences.
Example - Chitterling Preparation
Example - Violence Against Women
Step 1.4 Identify models of behavior change and best practices.
Example - Chitterling Preparation
Example - Violence Against Women
Step 1.5 Form your strategy team.
Example - Chitterling Preparation
Example - Violence Against Women
Consultant - "Social Determinants of Health" (video) (transcript)
Consultant - "Showing partners respect" (video) (transcript)
Consultant - "Working with Consultants" (video) (transcript)
Step 1.6 Conduct a SWOT analysis.
Example - Chitterling Preparation
Example - Violence Against Women
Summary - Phase 1: Problem Description
Resources - Phase 1: Problem Description
Phase 2: Market Research
Introduction - Phase 2: Market Research
Example - Chitterling Preparation
Example - Violence Against Women
Resources - Phase 2: Market Research
Step 2.1 Define your research questions.
Example - Chitterling Preparation
Example - Violence Against Women
Consultant - "Role of Behavioral Theory" (video) (transcript)
Consultant - "Breastfeeding Benefits" (video) (transcript)
Consultant - "Breastfeeding Costs" (video) (transcript)
Consultant - "Health is not the benefit" (video) (transcript)
Consultant - "Cultural Tailoring" (video) (transcript)
Consultant - "Low Cost Approaches" (video) (transcript)
Step 2.2 Develop a market research plan.
Example - Chitterling Preparation
Example - Violence Against Women
Consultant - "Qualitative Research" (video) (transcript)
Consultant - "Quantitative Research" (video) (transcript)
Step 2.3 Conduct and analyze market research.
Example - Chitterling Preparation
Example - Violence Against Women
Consultant - "Good Vendors Listen" (video) (transcript)
Step 2.4 Summarize research results.
Example - Chitterling Preparation
Example - Violence Against Women
Summary - Phase 2: Market Research
Resources - Phase 2: Market Research
Phase 3: Marketing Strategy
Introduction - Phase 3: Marketing Strategy
Example - Chitterling Preparation
Example - Violence Against Women
Resources - Phase 3: Marketing Strategy
Step 3.1 Select your target audience segment(s).
Example - Chitterling Preparation
Example - Violence Against Women
Step 3.2 Define current and desired behaviors for each audience segment.
Example - Chitterling Preparation
Example - Violence Against Women
Step 3.3 Describe the benefits you will offer.
Example - Chitterling Preparation
Example - Violence Against Women
Consultant - "Marketing Strategy - Exchange" (video) (transcript)
Step 3.4 Write your behavior change goal(s).
Example - Chitterling Preparation
Example - Violence Against Women
Step 3.5 Select the intervention(s) you will develop for your program.
Example - Chitterling Preparation
Example - Violence Against Women
Consultant - "Marketing Strategy - 4 P's" (video) (transcript)
Consultant - "Marketing Strategy - Fun, Easy, Popular" (video) (transcript)
Consultant - "Multiple interventions - when and why" (video) (transcript)
Step 3.6 Write the goal for each intervention.
Example - Chitterling Preparation
Example - Violence Against Women
Summary - Phase 3: Marketing Strategy
Resources - Phase 3: Marketing Strategy
Phase 4: Interventions
Introduction - Phase 4: Interventions
Example - Chitterling Preparation
Example - Violence Against Women
Resources - Phase 4: Market Research
Step 4.1 Select members and assign roles for your planning team.
Example - Chitterling Preparation
Example - Violence Against Women
Step 4.2 Write specific, measurable objectives for each intervention activity.
Example - Chitterling Preparation
Example - Violence Against Women
Step 4.3 Write a program plan, including timeline and budget, for each intervention.
Example - Chitterling Preparation
Example - Violence Against Women
Consultant - "Offering Men Haircuts" (video) (transcript)
Step 4.3a Plan new or improved services.
Example - Chitterling Preparation
Example - Violence Against Women
Step 4.3b Develop or adapt a product.
Example - Chitterling Preparation
Example - Violence Against Women
Consultant - "Planning Product Distribution" (video) (transcript)
Step 4.3c Plan a strategy for policy change.
Example - Chitterling Preparation
Example - Violence Against Women
Step 4.3d Plan communication intervention/promotion activities.
Example - Chitterling Preparation
Example - Violence Against Women
Consultant - "Working with Creatives" (video) (transcript)
Step 4.4 Pretest, pilot test, and revise as needed.
Example - Chitterling Preparation
Example - Violence Against Women
Step 4.5 Summarize your program plan and review the factors that can affect it.
Example - Chitterling Preparation
Example - Violence Against Women
Step 4.6 Confirm plans with stakeholders.
Example - Chitterling Preparation
Example - Violence Against Women
Summary - Phase 4: Interventions
Resources - Phase 4: Market Research
Phase 5: Evaluation
Introduction - Phase 5: Evaluation
Example - Chitterling Preparation
Example - Violence Against Women
Resources - Phase 5: Evaluation
Step 5.1 Identify program elements to monitor.
Example - Chitterling Preparation
Example - Violence Against Women
Consultant - "Planning/Monitoring" (video) (transcript)
Step 5.2 Select the key evaluation questions.
Example - Chitterling Preparation
Example - Violence Against Women
Consultant - "Evaluate to adjust" (video) (transcript)
Consultant - "Program Evaluation and Noise" (video) (transcript)
Step 5.3 Determine how the information will be gathered.
Example - Chitterling Preparation
Example - Violence Against Women
Step 5.4 Develop a data analysis and reporting plan.
Example - Chitterling Preparation
Example - Violence Against Women
Resources - Phase 5: Evaluation
Phase 6: Implementation
Introduction - Phase 6: Implementation
Example - Chitterling Preparation
Example - Violence Against Women
Resources - Phase 6: Implementation
Example - Chitterling Preparation
Example - Violence Against Women
Step 6.2 Execute and manage intervention components.
Example - Chitterling Preparation
Example - Violence Against Women
Consultant - "Management Tips" (video) (transcript)
Consultant - "Seizing Unforeseen Opportunities" (video) (transcript)
Step 6.3 Execute and manage the monitoring and evaluation plans.
Example - Chitterling Preparation
Example - Violence Against Women
Consultant - "Breastfeeding Dissemination" (video) (transcript)
Step 6.4 Modify intervention activities, as feedback indicates.
Example - Chitterling Preparation
Example - Violence Against Women
Summary - Phase 6: Implementation
Resources - Phase 6: Implementation