CDCynergy Social Marketing Edition
Screen Reader Accessible Version

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Screen Reader Suggestions
Welcome
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 Reader Suggestions
Periodically in this application tables and charts are used to display information. To fully take advantage of the information that they contain, it is recommended that you look at your screen reader's HTML-specific help documentation topics. This will give you commands for configuring and using your screen reader's advanced features related to tables and charts.

Welcome Video
View a video-based welcome message from Jay M. Bernhardt, Ph.D., MPH; Director, National Center for Health Marketing; Centers for Disease Control and Prevention and Sylvia Pirani, MS, MPH; Director, Office of Local Health Services and Turning Point Initiative; New York State Department of Health
Welcome Transcript

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 - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

Resources - Phase 1: Problem Description

 

Step 1.1 Write a problem statement.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

Consultant - "Local Data" (video) (transcript)

 

Step 1.2 List and map the causes of the health problem.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

Consultant - "Social Determinants of Health" (video) (transcript)

 

Step 1.3 Identify potential audiences.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

 

Step 1.4 Identify models of behavior change and best practices.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

 

Step 1.5 Form your strategy team.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

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 - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

 

Summary - Phase 1: Problem Description

Resources - Phase 1: Problem Description

 

Phase 2: Market Research

Introduction - Phase 2: Market Research

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

Resources - Phase 2: Market Research

 

Step 2.1 Define your research questions.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

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 - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

Consultant - "Qualitative Research" (video) (transcript)

Consultant - "Quantitative Research" (video) (transcript)

 

Step 2.3 Conduct and analyze market research.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

Consultant - "Good Vendors Listen" (video) (transcript)

 

Step 2.4 Summarize research results.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

 

Summary - Phase 2: Market Research

Resources - Phase 2: Market Research

 

Phase 3: Marketing Strategy

Introduction - Phase 3: Marketing Strategy

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

Resources - Phase 3: Marketing Strategy

 

Step 3.1 Select your target audience segment(s).

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

 

Step 3.2 Define current and desired behaviors for each audience segment.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

 

Step 3.3 Describe the benefits you will offer.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

Consultant - "Marketing Strategy - Exchange" (video) (transcript)

 

Step 3.4 Write your behavior change goal(s).

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

 

Step 3.5 Select the intervention(s) you will develop for your program.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

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 - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

 

Summary - Phase 3: Marketing Strategy

Resources - Phase 3: Marketing Strategy

 

Phase 4: Interventions

Introduction - Phase 4: Interventions

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

Resources - Phase 4: Market Research

 

Step 4.1 Select members and assign roles for your planning team.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

 

Step 4.2 Write specific, measurable objectives for each intervention activity.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

 

Step 4.3 Write a program plan, including timeline and budget, for each intervention.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

Consultant - "Offering Men Haircuts" (video) (transcript)

 

Step 4.3a Plan new or improved services.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

 

Step 4.3b Develop or adapt a product.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

Consultant - "Planning Product Distribution" (video) (transcript)

 

Step 4.3c Plan a strategy for policy change.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

 

Step 4.3d Plan communication intervention/promotion activities.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

Consultant - "Working with Creatives" (video) (transcript)

 

Step 4.4 Pretest, pilot test, and revise as needed.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

 

Step 4.5 Summarize your program plan and review the factors that can affect it.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

 

Step 4.6 Confirm plans with stakeholders.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

 

Summary - Phase 4: Interventions

Resources - Phase 4: Market Research

 

Phase 5: Evaluation

Introduction - Phase 5: Evaluation

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

Resources - Phase 5: Evaluation

 

Step 5.1 Identify program elements to monitor.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

Consultant - "Planning/Monitoring" (video) (transcript)

 

Step 5.2 Select the key evaluation questions.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

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 - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

 

Step 5.4 Develop a data analysis and reporting plan.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

 

Summary - Phase 5: Evaluation

Resources - Phase 5: Evaluation

 

Phase 6: Implementation

Introduction - Phase 6: Implementation

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

Resources - Phase 6: Implementation

 

Step 6.1 Prepare for launch.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

 

Step 6.2 Execute and manage intervention components.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

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 - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

Consultant - "Breastfeeding Dissemination" (video) (transcript)

 

Step 6.4 Modify intervention activities, as feedback indicates.

Example - WIC - Breastfeeding

Example - Chitterling Preparation

Example - Teens Stopping Aids

Example - Violence Against Women

 

Summary - Phase 6: Implementation

Resources - Phase 6: Implementation