What does it mean?
Juárez and Associates' extensive market research experience in the private sector has been applied to the marketing of socially-beneficial products and services.
The key assumption of social marketing research and applications is that specific populations may require specialized marketing techniques in order to educate consumers and to encourage positive behavior change, such as adopting more appropriate safety, nutrition or health practices.
Social marketing techniques are similar to those used for commercial promotions, but emphasis is placed on identifying appropriate behaviors, then developing message content, dissemination opportunities, product packaging and appropriate distribution channels.
How do we deliver?
Publicly-funded programs may require a custom-designed marketing strategy in order to reach targeted audiences. When appropriate, Juárez and Associates combines advanced marketing techniques with sensitivity toward segmented and/or hard-to-reach consumers.
Baseline and target audience research
Product development research
Qualitative vs. quantitative research
Concentrated marketing - concentrating efforts on a target market where information will have greatest impact
Research strategies include:
Segmented marketing - different strategies are developed for different markets
The four Ps - Product, Price, Place and Promotion
Resource allocation decisions
Strategic management decisions
Behavior modification model
Social influence model
Examples of Our Work
- National AIDS Research Data Coordination and Evaluation
- Technical Assistance for the Contraceptive Social Marketing Project
- Teenage Drug Users
- TrEAT Yourself Well Restaurant Nutrition Program in California
- Nutrition and Cancer Prevention
- California 5 A Day Mid-Course Evaluation
- Latino Initiatives: Promotoras de Salud and Por tu Familia Health Pack
- Lleganda a La Meta