Social Marketing Resources
On this page:
- Associations and Organizations
- Audience Segmentation
- Case Studies in Social Marketing
- Conferences and Professional Education
- Social Marketing Journals
- Web Sites and Online Courses
Associations and Organizations
American Marketing Association
The American Marketing Association has 38,000 members worldwide in every
area of marketing. The AMA Web site, MarketingPower.com, offers a wide
array of information including research, case studies and best practices
in marketing. AMA publishes marketing journals and magazines, and the
organization will be holding a nonprofit marketing conference in July 2004
in Washington, DC.
Centers for Disease Control
and Prevention Office of Communication
The CDC Office of Communication along with communication directors and
staff throughout CDC provide expert consultation and research using the
social marketing approach. This Web site offers practitioners “best bet”
resources on social marketing.
Robert Wood Johnson Turning Point Social Marketing Collaborative*
The mission of this collaborative is to provide national leadership to
achieve social marketing integration as a routine part of public health
practice at all levels. This Web site includes a “Social Marketing 101"
online PowerPoint presentation as well as a social marketing resource
guide.
Audience Segmentation
Segmenting Audiences to
Promote Energy Balance: A Resource Guide for Health Professionals
(PDF-3.2Mb)
This resource guide describes audience segmentation and five “energy
balance” segments developed from Porter Novelli’s ConsumerStyles© and
HealthStyles© survey databases. The segmentation framework characterizes
U.S. adults according to attitudes and behaviors concerning nutrition,
physical activity, and weight control. The guide also includes an
application section, detailed data tables, and a ten-question survey
(with analysis tools*) that classifies respondents into one of the five
segments.
*One analysis tool is the MS
Excel Segment Analysis Tool.
(XLS-26k)
See PDF file, particularly Appendix D, for more information.
Case Studies
Case Studies in Social Marketing
These case studies provide real-life examples of how states have used
social marketing to plan nutrition and physical activity interventions.
Conferences and
Professional Education
Social
Marketing Field School*
The Social Marketing in Public Health Field School is a selection of
courses offered in an intensive 4- to 7-day format. It is organized
specifically for motivated students and busy professionals to acquire
skills in an intense, highly interactive format with leading instructors
in social marketing.
Social Marketing in
Public Health Conference*
This annual conference is designed for public health professionals and
health educators in a variety of settings. Specific topics and speakers
are selected to elaborate on key elements of the social marketing approach
and to illustrate how social marketing can be applied to a wide variety of
public health topics. The conference also includes in-depth trainings and
workshops at the introductory and intermediate levels.
Social Marketing Journals
Social Marketing
Quarterly*
Social Marketing Quarterly (SMQ) is a scholarly, internationally
circulated journal that covers theoretical, research, and practical issues
confronting social marketers. As the only journal exclusively focused on
social marketing issues, SMQ targets social marketers and other public
health, communication, marketing, and social science professionals.
Web Sites and Online Courses
CDCynergy: Social Marketing Edition, Version 2.0*
CDCynergy: Social Marketing Edition, an interactive CD-ROM, is a training
and decision-support tool designed to help CDC staff and public health
professionals systematically plan social marketing programs within a
health context. The CD-ROM contains case examples illustrating the social
marketing planning approach and a wealth of reference resources and
materials. The enhanced Version 2.0 retains the popular features of the
original, and adds a “test your knowledge” feature, more step by step
support and user friendly interface, greater interactivity, global search
capabilities and updated and streamlined content.
Center for
Advanced Studies in Nutrition and Social Marketing*
The Center was established to enhance social marketing strategies to
improve nutrition and physical activity behaviors related to the
prevention of cancer and other chronic diseases. The Center is considered
the first of its kind in the United States dedicated to examining social marketing
specifically in the context of nutrition and physical activity. In
addition to basic social marketing information, this Web site provides
lectures, case studies, and resources specific to social marketing’s
application to nutrition and physical activity issues.
Obesity Prevention Coordinators' Social Marketing Guidebook
(PDF-2.6Mb)
Developed by the Florida Prevention Research Center at the University of
South Florida, the guidebook provides instruction on how to coordinate a
social marketing intervention for nutrition, physical activity, or obesity
prevention. It includes worksheets, tools, and information to help in the
management and coordination of a social marketing program. The guidebook is
supplemental to CDCynergy: Social Marketing Edition and adds practical tips
and information specific to nutrition, physical activity, and obesity.
Funding for this project was provided by CDC.
Please note: Some of these publications are available for download only as *.pdf files. These files require Adobe Acrobat Reader in order to be viewed. Please review the information on downloading and using Acrobat Reader software.
Microsoft Excel is a spreadsheet program used to calculate, analyze, and
store data. Text in Excel files can be easily modified or copied for use in
other applications.If you do not already have Excel, you can
download Excel Viewer for free*.
* Links to non-Federal organizations found at this site are provided solely as a service to our users. These links do not constitute an endorsement of these organizations or their programs by CDC or the Federal Government, and none should be inferred. CDC is not responsible for the content of the individual organization Web pages found at these links.
Page last updated: May 22, 2007
Content Source: Division of Nutrition, Physical Activity and Obesity, National Center for Chronic Disease Prevention and Health Promotion
