Perhaps the most significant challenges faced by fatherhood programs are recruitment and retention. No matter how well designed your program or service may be, if you can’t get fathers to use it or to keep coming back, you’re wasting your time.
Social marketing isn’t commercial marketing. This two-day course shows participants the difference between getting people to switch ketchup brands and getting people to change attitudes, beliefs and behavior.
The keystones of social marketing are a consumer orientation and research-driven program planning, design, development, and evaluation. The goal of social marketing is to influence the voluntary behavior of targeted audiences with specific messages, materials, interventions, and services designed to meet their needs and wants. What makes social marketing a unique approach in the fatherhood field is that it brings marketing principles to our understanding of how to influence voluntary behavior. When combined with behavior change theories from the social science, and with social-science research methods, this approach helps practitioners to create and modify services in ways that are consistent with what clients need and want and to design messages that will overcome individual, cultural, and logistical barriers to behavior change.
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