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USF Health Promotion Services

Social Marketing Plan

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Table of Contents

Executive Summary Page 3

Background, Purpose, and Focus Page 4

Past Campaigns Page 5

Target Market Profile Page 7

Marketing Objectives and Goals Page 10

Positioning Statement Page 11

Implementation (4Ps) Page 11

Product Page 11

Price Page 11

Place Page 12

Promotion Page 12

Evaluation and Monitoring Results Page 14

Limitations Page 14

Implementation Summary Page 15

Implementation Plan Chart Page 15

Conclusions Page 16

Appendix Page 17

References Page 24

Executive Summary

In the past few years, The University of San Francisco (USF) has come to realize

that campus smoking has become an issue. To promote a safe healthy learning and

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work environment and to protect the rights of the non-smoking community, USF’s Health

Promotion Services (HPS) strives to encourage students to educate themselves on this

issue. HPS’ purpose is to decrease the smoking habits of students and increase the rise

of smoking cessation appointments and counseling; therefore, we made it our primary

marketing objective to encourage students to make an appointment with HPS. The

goals of our campaign were to increase the number of appointments made at HPS for

student smoking, increase awareness of HPS’ free services on campus, and for

students to be informed of the negative impacts that smoking causes through our

promotional posters.

In order for our team to implement a successful campaign to reach our

objectives, we looked into past smoking campaigns to get ideas. A majority of these

campaigns used social media and television, which provided an opportunity to reach out

to a lot of people and make an impact. Successful past campaigns included those ran

by the CDC, the US FDA, and NY Department of Health that effectively reached out to

millions of people, both downstream and midstream audiences.

Our target audience consisted of about 1,000 student smokers, or 18% of USF’s

undergraduate population. These students are in the contemplation or preparation

stages and are heavy smokers. HPS offers free counseling and lozenges in its office

right on campus, easily accessible for USF students. They were able to benefit from

HPS’ free services and products; however, there were barriers that could have stopped

these students to begin their journey to cessation. These barriers included commitment,

competing behaviors, and influential others.

To reach our target audience, we focused heavily on our promotional efforts.

These included creating catchy taglines to get the attention of the students, designing

vibrant posters that were posted around campus, on USFtv, and social media, and

tabling in the University Center’s 1st Floor. Regarding tabling, we were successful as

we were able to speak to many students about HPS’ services. To monitor our efforts,

we used a bitly link on our social media with the goal of attracting at least 20 clicks and

reaching out to HPS to see if at least five, or any appointments have been made.

We faced several limitations to implement a successful campaign, such as time

constraints and budgeting. In the end, we only received 11 clicks from social media and

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no students have yet to make an appointment with HPS in regards to smoking. Although

it was not an immediate success, there is still time for students to come into HPS as our

posters are still around campus and the social media content is still active.

Background, Purpose, and Focus Cigarette smoking is the leading cause of preventable death in the United States,

accounting for more than 480,000 deaths each year [1]. To promote a safe and healthy

learning and work environment for students, staff, faculty, and visitors, The University of

San Francisco created a policy in 2008 to permit only two smoking areas for the entire

campus (Lone Mountain and Hilltop). In order to implement The University’s core

mission to educate “the whole person - mind, body and soul”, the institution presents

informational meetings, postings, and offers smoking cessation resources for students

and staff. Smokers who attempt to quit suffer from many side effects, such as

headaches and irritability. Some smokers also find themselves spending a lot of money

on nicotine replacement therapies. The Health Promotion Services of USF offers free

counseling as well as free nicotine replacement therapy (gum and lozenges) through

their HPS Stop Smoking Services for those who want to quit smoking. The desire of this

campaign is to influence these smokers to quit through Health Promotion Services. By

attending regular stop smoking sessions, smokers will have constant counseling and a

nicotine replacement aid. HPS and our team, hope to reduce the number of smokers on

campus for the health of the smoker and the community.

USF’s Health Promotion Services campaign’s purpose is to decrease smoking

habits of USF student smokers on campus. The focus of the campaign would be to

increase the use of counseling and the use of the free nicotine packs through a rise in

appointments.

Past Campaigns Campaign 1: “Tips from a Former Smoker” Centers for Disease Control and Prevention

Campaign

In March 2012, the Centers for Disease Control and Prevention (CDC) launched

the first-ever paid national tobacco education campaign. “Tips from a Former Smoker”

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uses “hard-hitting” ads that encourage people to quit smoking by showing the effects of

first and second hand smoke. CDC’s primary audience included smokers ages 18-54

(downstream) and secondary audiences including parents, family members, and

adolescents (midstream) [2]. The ads continue to encourage smokers to quit and

provides free (price) help such as counseling and a “quit plan” (product) by calling 1-

800-QUIT-NOW or visiting the CDC website [3]. Many smokers and their loved ones

responded to the 2012 campaign. An estimated 1.6 million people made a quit attempt,

more than 100,000 smokers will remain quit, and an estimated 6 million nonsmokers

talked with friends and family about the dangers of smoking.

Many elements in the CDC’s “Tips” campaigns can be highly used in our client’s

campaign. Relevant elements include the following: “hard-hitting” ads, social media, and

ads presented in multiple languages.

Campaign 2:Truth® Campaign by American Legacy Foundation

The American Legacy Foundation launched the truth® campaign in 2002 where

their entire focus was to prevent young people from using tobacco by utilizing

countermarketing. To inform the youth about what the tobacco industry does to market

towards them, the campaign provided information about the negative health and social

consequences of using tobacco. It connected with its large youth following by branding

themselves so that the youth would associate with them rather than the tobacco

companies. Truth® did this in two ways: a successful grassroots “truth® tour” that

traveled across the country to connect with youth by attending events, such as sporting

events, concerts, and skateparks, to engage with one another in a peer-to-peer format

and provided social networking sites with accessible links for information [4]. By using a

place strategy, the two objectives were able to build brand awareness, virally spread

campaign messages among peers, and encourage social interaction as they were

easily accessible. In addition, the advertisements contained hard-edged ads that

presented the facts rather than telling them what to do. These are different elements of

the campaign that can be incorporated into our campaign.

Campaign 3: “The Real Cost” U.S. Food and Drug Administration

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“The Real Cost,” is FDA’s first youth tobacco prevention campaign that was

launched nationally on February 11, 2014, across multiple media vehicles such as

television, radio, print, and online (promotion) [5]. The campaign’s purpose is to show to

the target audience that consequences of tobacco use are not limited to adults. “The

Real Cost,” is a crucial campaign to raise tobacco prevention efforts in the targeted

youth. It is targeted to at-risk youth ages 12-17 (downstream) non-smokers open to

smoking or those who have tried a single puff to 99 cigarettes [5]. The campaign

provides free (price) education (product) to the target market of the negative effects

smoking at an early age will cause. The campaign is relevant to our client because we

can study it to see what caused our target audience to smoke before they hit their 20’s.

By understanding what made them decide to be regular smokers as teenagers, we can

use that insight as an advantage in our campaign.

Campaign 4: “Say No to Forced Smoking” Bill & Melinda Gates Foundation

“Say No to Forced Smoking” is the slogan for a social media campaign for non-

smoking headed by Bill Gates. Its purpose is to raise awareness, especially regarding

concerns of secondhand smoking. While there are smoking laws and regulations in

China, to effectively control smoking, social norms must also be changed. Launched on

World’s No Tobacco Day, 1,000 volunteers, including celebrities, posted an anti

smoking photo to their social media accounts. To encourage public participation, shirts

were handed out with the slogan and public service announcements were produced

with Bill Gates, Chinese organizations, and China’s anti-smoking image ambassador,

Peng Liyuan. The element of using social media to change social norms is powerful and

we hope to link it back to our campaign. Also, there was a strong outreach to the public,

celebrities, various organizations, and public figures from China and America. We can

bring this to our own client to reach out to a diverse range of leaders our target market

would respect.

Campaign 5: “Cigarettes Are Eating You Alive” New York City Department of Health

and Mental Hygiene

“Cigarettes Are Eating You Alive” was a campaign developed by the New York

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City Department of Health and Mental Hygiene and then adapted and promoted by the

Cancer Institute NSW. The campaign aims to influence smokers to quit by using a

range of graphic images to highlight the real health consequences caused by smoking.

The campaign wants to ensure that smokers know they can get professional help to quit

by phoning the Quitline at 13 QUIT (13 7848) for the cost of a local call. It was a

confidential and non-judgmental service ran by specially trained professionals.

“Cigarettes Are Eating You Alive” was considered to be the most successful public

health TV campaign in New York history. This series of anti-smoking ads by DCF

Advertising resulted in a 400% increase in call volume to the city’s Quitline when the

ads ran it for the first time in 2008 [6]. Through distribution by the World Lung

Foundation, the campaign has been seen by millions of people in Australia, Turkey,

Russia, China, the Ukraine, Lebanon and other countries around the world. The spots

have been translated into Chinese, Russian, Ukrainian, Arabic and Turkish, and dubbed

in Australian English. The graphic images used in this campaign were direct and had

powerful implications, which is an element that we can utilize in our campaign.

Target Market Profile

Statistics show that there are 42.1 million cigarette smokers in the United States [1]. Our

target market population will be focused on the downstream audience. Of the 5,937

undergraduate University of San Francisco students that are in between the ages of 18-

24 years old, it is estimated that 16-18% are smokers. These student smokers can be

categorized under “hard living hedonists” and “tense but trying.” “Hard living hedonists”

are not interested in health and smoke heavily and “tense but trying” are those who

exercise, but still smoke [7].

Stage of Change

Our target audience is in the stages of contemplation and preparation. They have

acknowledged that smoking is a problem because it is time consuming, leads to many

health risks, and has high costs [8]. At this stage, our target audience has thought about

quitting, but has not taken any steps to do so and have not fully committed to quitting.

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Our target audience is also in the preparation stage. The target audience has decided

on quitting and may have told those around them, but are not sure of which actions to

take next.

Perceived barriers to desired behavior

There are three major barriers that our target audience faces: commitment, time,

and peer pressure. A commitment is required as students need to attend regular stop

smoking sessions in order to receive the free nicotine gum or lozenges valued at $35

[9]. Most students have additional commitments to other activities, such as team

projects, clubs/organizations, and work. A commitment to regularly attend sessions is a

lot to ask for of students unless they have some serious motivation from their influential

others and our campaign. If the students do add this extra commitment to their plate by

going to regular sessions, it may bring on more stress and a busier schedule.

This leads to the second barrier of time. When students are juggling classes,

extracurricular activities, and jobs, it will be hard for them to find free time to make the

appointment with HPS. Quitting smoking does not happen overnight. Students will still

have to regularly attend sessions and appointments with staff in order to utilize HPS’

free services, which takes a lot of time out of a student’s busy schedule. If students

have the choice to work where they will be getting paid or go to HPS, going to work is

the more attractive decision. Students may also have a perception that if they put a lot

of effort and time into HPS, it may lead to a negative performance in their schoolwork.

Lastly, students may be under a lot of peer pressure to smoke, so when he/she

decides to quit, the fear of being “uncool” may arise. Thoughts that may go through the

student’s head could include, “What if my friends think quitting is for wussies,” or “I do

not have the mental capability to quit.” When students make the decision to quit, there

are a variety of resources to help one through the process such as supportive influential

others, HPS staff, and anonymous hotlines.

Potential benefits of desired behavior

There are many benefits that our target market would receive if they go to Health

Promotion Services on campus. The first immediate benefit of going to HPS is that it is

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free. In general, many college students love receiving things for free. HPS provides

nicotine replacement aids in the form of nicotine gum and lozenges for free. If the

students were to buy these themselves, they would have to pay $35 for each one. HPS

also offers free services that students would benefit from. Students can take advantage

of the many tools and resources at HPS, such as individual counseling sessions and

easy-to-access information in regards to smoking and other health issues. The free

educational information the students receive is something that would be hard to get

anywhere else where people may not be as willing to help them. If the students

successfully complete the Aetna Quit Tobacco Program, they will receive a $35 reward

voucher [9]. Lastly, the long-term benefit of going to HPS is that the students will have a

healthier lifestyle not only for themselves, but for others around them. Less people will

be suffering from second-hand smoke and the students will be reducing the risk of

tobacco-related diseases. The quality and length of life will greatly increase the moment

they step inside the offices of HPS and ask for help.

Competing Behaviors With benefits comes challenges. Competition includes behaviors our audience

would prefer over the one we are promoting such as habits, organizations, and

individuals. A competing behavior smokers encounter is habit or involuntary

disclination. Something that they have been doing habitually is hard to give up or quit

cold turkey. Smoking nicotine can cause addiction, making it difficult for someone to

voluntarily cessate. Tobacco companies such as Camel, are also competition. These

competing messengers sell this “cool” or stress-free type of lifestyle that one might

prefer over not smoking.

Influential Others

Another factor to address for our target audience is influential others or

midstream audiences including family and friends. Influential others are those our target

audience listens to, watches, and/or looks up to. They include social groups,

classmates, family members, etc. Knowing what these groups and individuals are

saying and doing has significant implications [7]. According to the University of

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California, Irvine, if you are around people who smoke, you may be tempted to smoke

too. UCI also stated that, “some people just have a cigarette when they go out with

friends” [10].

Marketing Objectives and Goals

Primary Objective

● Encourage USF student smokers to make an appointment with Health Promotion

Services

Specific Objectives

● Behavior: Quit smoking by making an appointment with HPS ● Knowledge: Become aware of the free and easily accessible HPS services on

campus

● Belief: Understand the negative impacts that smoking causes

Goals

● Behavior: Increased number of appointments made at HPS for student smoking

○ Measure by if 5 appointments were made to the stop smoking department

of HPS

● Knowledge: Increased awareness of the free HPS services on campus

○ Measure by if there were 20 clicks to Bit.ly link directed to HPS’ Stop

Smoking page

● Belief: Students will learn of the negative impacts that smoking causes from our

promotional posters

○ Measure by asking students during our tabling session if they are aware of

the negative impacts that smoking causes after we had given them a

background of our campaign and its purpose

Positioning Statement We want University of San Francisco student smokers to see that going to

Health Promotion Services as an easy first step into quitting smoking and starting to live

a healthier lifestyle with their free services and nicotine replacement aids and as more

important and beneficial than smoking cigarettes.

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Implementation (4Ps) Product

The benefits for our target market included a healthier lifestyle, a decrease in the

risk for cancer, and money saved. The desired behavior for our target audience was for

them to begin their journey to quit smoking by scheduling counseling appointments at

Health Promotion Services. The tangible products were the free nicotine lozenges and

gum and counseling services, both professional and peer.

Price

Our product and services had no monetary fees. Free counseling and nicotine

lozenges were given out as incentives to students who were committed to stop smoking

by attending regular cessation sessions. This allowed for more motivation for our target

market to quit smoking because we were able to take out the cost barriers of monetary

fees and product costs.

Place

The place where our target market acquired the products and services is at

Health Promotion Services at the University Center on campus. At HPS, counselors

were available for one-on-one, confidential sessions with students and to schedule

future appointments. Students were also able to schedule appointments through HPS’

online booking website. Products such as the nicotine lozenges were readily available

for pick-up at the office.

Promotion

Our message was to encourage students to make appointments with the

counselors as well as to communicate the free products and additional services

provided by Health Promotion Services. Our goal was to inspire our target audience to

go to HPS and to see it as the first step in quitting smoking.

Health Promotion Services was the sole sponsor of our messages, while our

team was the main spokespeople. In addition, we created the promotional tools utilized

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throughout the campaign, which were approved by HPS and USF’s Student Leadership

& Engagement (SLE). We worked with Jenny Lee, the HPS Health Educator, who

controlled the social media content and posts for HPS.

Our creative strategy was a series of questions with facts that captured the

attention of our target audience to reevaluate their decision to smoke. Our team created

the designs for our print media and forwarded them to our client for approval. HPS had

also set up a budget for our printing costs. Each of our posters featured a different

question that provoked students to lead to the desired behavior our campaign wanted

them to achieve. The graphic had a vibrant red colored background with bold white text.

We wanted to catch their attention, but not instill fear or sorrow that is typically seen

through anti-smoking campaigns. Refer to the appendix for the posters we created for

the campaign.

Questions in our campaign included:

1. What does smoking do for you?

Fact/Answer: Smoking harms nearly every organ in your body

2. Are you aiming for lung cancer?

Fact/Answer: Smoking increases lung cancer in men by 23 times and in

women by 13 times

3. Are yellow teeth attractive?

Fact/Answer: Smoking wears your teeth down by receding your gum line

and developing gum disease

4. Do you like stinking up a room?

Fact/Answer: The smell of stale smoke tends to linger — not just on

people's

clothing, but also in the classroom

5. Is throwing away your money fun?

Fact/Answer: The average smoker spends between $1,500 and $3,300 a

year on cigarettes

6. Are you short of breath going halfway up lomo?

Fact/Answer: Every cigarette you smoke damages your breathing and

scars your lungs

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The first communication channel we used was a personal media channel by

tabling at the University Center. Through this method, we personally interacted with

students to encourage them to make appointments with Health Promotion Services as

well as answer any basic questions. We passed out smaller versions of our posters with

information on how to contact HPS to students who stopped by the table and on the

tables in the cafeteria. In addition, we took photos of students holding our posters for

them to share with their friends and post on their social media platforms.

Another channel we used was social media because it is popular amongst

millennials and hence, created the most influence. We published our graphics on HPS’

Facebook and Twitter accounts. Another channel we utilized was USFtv, which

presented our promotional graphics on all television screens around campus. Through

these channels, HPS was able to communicate simple instructions such as our tabling

times and links to contact HPS.

Our posters were posted around campus where students can find other

informative posters, such as the stairways of the University Center and the hallways of

the residence halls. The posters grabbed the attention of USF students and drew them

in to get more information about HPS.

Evaluation and Monitoring Results

The purpose of our evaluation was to determine whether our marketing efforts

spread awareness of the services Health Promotion Services provides to help students

stop smoking. More so, a successful campaign would have brought in clients for HPS.

The audience for our evaluation is our client.

To measure the success of our promotional efforts, we looked at the number of

hits our Bitly link for HPS’ Stop Smoking page received. This is done on our Bitly.com

account where statistics are given for our link regarding the number of clicks, where the

Bitly link was shared, and the geographic distribution of clicks. We also looked into how

many people contacted HPS for an appointment to make a commitment to stop

smoking. The measures were taken on March 15 at the end of implementing our

strategy after we had tabled five days before.

After we had implemented our strategy, there was a total of 11 clicks on our link.

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There was one click from HPS’ Twitter, four clicks from HPS’ Facebook, and six clicks

from direct referrals from the links shared on Facebook and Twitter. Our link was

published on HPS’ Twitter and Facebook on March 31. With that said, as seen below,

most of our clicks were from March 31 to April 2. Our target market that clicked the Bitly

link are those in-between contemplation and preparation because they are curious

about kicking their smoking habit. After reading the information on the posters on the

Bitly link, they are exposed to enough information on how to start quitting through HPS

services.

To our client, Kamal Harb, the Director of Health Promotion Services at USF, a

successful campaign would have brought in at least one client. Since HPS has not had

one person call the office in the last semester, all he hoped was for at least one student

to come in. Unfortunately, our two week run of our marketing campaign on campus was

not enough time to motivate students to come in. No appointment was made with HPS

by students to utilize the smoking cessation services they offered but Kamal understood

that the short time we had was a barrier.

Source: https://bitly.com/1dRfmeM+

In addition to these quantitative measures, we also looked at the impact our

tabling made on campus. While there were no exact measures, we had a large group of

students come to our table whether it was to ask questions or to support the cause.

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Limitations

Within our marketing campaign we faced barriers that affected our outcomes and

success. A major barrier we had in our marketing campaign is time. Deciding to quit

smoking is a huge commitment. In the two weeks we had to implement our strategy, it

was simply not enough time for students to decide on making such a major change.

Additionally, we were unable to implement our original strategy. To meet the

diverse population of USF students, we translated our posters into Spanish and

Chinese. Unfortunately, Jenny, the Health Educator who helped us print out our posters

and fliers did not want to “offend some of our students who do not have a language that

represents them or offend them for other reasons” so she only printed out the English

posters. However, by printing out only English posters, we are then completely

disregarding the other cultures who are not fluent in English. In our research for past

campaigns, the fact is that China is the largest consumer of tobacco in the world. When

International students including Chinese student come to USF, they bring that social

norm with them and that issue can not be ignored.

Implementation Summary

Implementation Plan Chart Deadline Task Team Member(s) Responsible

March 27 Design posters & social media content Everyone

March 28 Get approval of posters from HPS Priscilla

March 31 Print posters at HPS & post on campus Everyone

March 31 Contact HPS to set up social media Christina

April 1 Post social media w/ Jenny Christina/Priscilla

April 8 Follow up with Jenny for more posts Christina/Priscilla

April 8 Collect current data Will

April 10 Tabling at UC 1st & social media Everyone

April 12 Collect current data Will/Christina

April 14 Evaluation Everyone

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April 15 Continue evaluation/begin report Everyone

April 15 Write report Everyone

April 16 Edit/proof report Janelle/Morgan

April 17 Turn in report Janelle/Morgan

To address our client’s primary objective, we implemented the following activities.

The first step in implementation was to discuss budgeting and promotional efforts with

our client. We decided to design our own posters using Adobe Photoshop and create

our campaign taglines. Once our designs were approved by HPS, we had Jenny print

out 60 copies in both poster and leaflet sizes. SLE posted 14 posters around campus

and Jenny posted the posters on Facebook, Twitter, and USFtv. The Facebook and

Twitter posts also included a bitly link to track the number of clicks to the HPS website.

To reinforce our campaign message, we tabled in the University Center 1st Floor on

April 10th, 2014. Here, we passed out the leaflet posters and took pictures of student

supporters who passed by our table. We also handed out our extra leaflets to students

lounging around the University Center and to a professor who passed them out to her

students. Throughout the two weeks we were implementing our campaign, we

monitored the bitly links and followed up with HPS to see if anyone has scheduled a

counseling appointment on smoking.

As stated previously, we discovered that two weeks was not enough time to

implement a successful campaign. In the future, implementation should begin at least

one month in advance; therefore, there is more time to instill a positive message in USF

students in order for them to make a behavioral change. Another issue we came across

was complying with SLE poster policy. Unfortunately, SLE only accepts poster sets of 7,

14, or 70 and we initially had only 60 printed. With this in mind, we gave SLE 14 posters

to immediately begin our campaign, hoping that we would print more posters. With our

time constraints and budget, we were not able to print an additional set of posters to

meet the 70 after distributing the 14. Next time, when we post through SLE, we will

know its poster policy. Lastly, tabling should have occurred during “activity hour” when

there is high foot traffic on campus. We were fortunate to have a tabling session in the

University Center; however, we were only able to reserve the 1st Floor at 10:00am-

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11:30am, when most students are in class or not on campus yet.

Conclusions

After our marketing campaign was implemented, HPS still did not get any

appointments for students to come in to kick their smoking habit. We did not meet our

goal of 5 appointments made to HPS. Also, our shared link to the HPS Non-Smoking

page did not reach 20 clicks. During our tabling event however, we believe that we

successfully reached out to students by the quality of our conversations informing

others about the negative impacts of smoking as we gave them a background of our

campaign and its purpose. In addition, students were excited to get involved in the

campaign by taking photos with our posters. While we did not meet all of our goals,

Kamal and our team remain optimistic that as our posters remain around campus into

next semester, appointments will be made. With more time, there is a higher chance

that students will come into HPS. Also, for future campaigns, HPS will consider our

suggestion to launch campaigns in multiple languages to influence USF students whose

primary language is not English.

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Appendix

Flyers

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Promotional efforts around the University of San Francisco

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Social Media Marketing Efforts

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References

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<http://www.cdc.gov/tobacco/campaign/tips/about/campaign-overview.html>

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[6] "Cigarettes Are Eating You Alive (Cancer Institute NSW)." News RSS. N.p., n.d.

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[7] Lee, Nancy R., and Philip Kotler. Social Marketing. Fourth ed. Thousand Oaks: Sage

Publications, 2011. Print.

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[8] "Why Is Smoking a Problem?" Why Is Smoking a Problem? Web. 10 Feb. 2014.

<http://student.biology.arizona.edu/honors96/group7/smoking.htm>.

[9] "Stop Smoking Services." - University of San Francisco (USF). Web. 06 Feb. 2014.

<http://www.usfca.edu/hps/Stop_Smoking_Services/>.

[10] "Social Smoking." Health Education Center. University of California, Irvine, 2003.

Web. 15 Apr. 2014.<http://www.healtheducation.uci.edu/tobacco/socialsmoking.aspx/>