Social Marketing Toolkit

This resource is designed to build the capacity of change agents in local school communities to encourage school discipline reform by school and district administrators, school boards, and other policymaking bodies. It suggests ways in which advocates can raise awareness about the prevalence of, alternatives to and negative outcomes associated with the use of exclusionary discipline among a variety of constituencies such as parents, teachers, unions, advocates, community based organizations, law enforcement and local business.  With social marketing materials such as infographics, the toolkit offers guidance on how to launch campaigns with the aim of improving the conditions for learning in schools, eliminating discipline disparities, stemming the pipeline to prison and encouraging the adoption of positive approaches to school discipline.

This toolkit:

What is Social Marketing?

Social marketing applies traditional, consumer marketing principles, techniques and tools to social problems (e.g., childhood obesity, the pipeline to prison, climate change. The goal of social marketing is to influence target audiences to:

As a discipline, social marketing seeks to:

Source: Lee, N. R., & Kotler, P. (2011). Social marketing: Influencing behaviors for good. Thousand Oaks, CA: Sage Publications.


Social Marketing: Influencing Behaviors for Good
(2011) Nancy R. Lee and Philip Kotler
This book offers a 10 step process for planning and implementing social marketing campaigns designed to bring about behavioral change in such areas as health, the environment and financial literacy. The process includes guidance on selecting target audiences, campaign objectives and goals (e.g., how to identify target audience barriers and benefits); developing social marketing strategies (e.g., how to develop a positioning statement, how to decide on messaging, how to select communication channels); and managing social marketing programs (e.g., how to establish a budget and find funding sources).

The Basics of Social Marketing: How to Use Marketing to Change Behavior
Social Marketing National Excellence Collaborative
This resource is a primer on how to use marketing to change behavior on the following topics:

  • Social marketing for behavior change
  • Definitions and basic elements of social marketing
  • Ten strategic questions
  • The six phases of social marketing
  • Key social marketing concepts

The guide provides a case study and additional resources to learn more about social marketing.

Implementing a Social Marketing Effort
Community Tool Box
This resource provides a framework for conducting a social marketing campaign. It offers:

  • An Outline for Implementing a Social Marketing Effort
  • Resources for Implementing a Social Marketing Effort
  • Examples of Social Marketing Efforts
  • Online Tools for Implementing a Social Marketing Effort


Gateway to Health Communication & Social Marketing Practice
Centers for Disease Control and Prevention
This guide provides resources to help build health communication and social marketing campaigns and programs including:

  • Audience: Provides resources for identifying and targeting population segments
  • Campaigns: Presents examples of successful social marketing campaigns
  • Research/Evaluation: Provides communication science research summaries, social media metrics tools, research tools, and evaluation tools
  • Channels: Presents media and website development resources to help with designing the best outreach strategy
  • Tools & Templates: Provides links to tools and templates such as social media tools, online images, and interactive websites
  • Social Media Toolkit


House Party
Attendance Works

This resource can serve as a resource for planning house parties in your community to address discipline disparities. This resource offers tips for hosting a house party, a sample house party agenda, and a commitment card for participants.


Manage Social Media in 30 Minutes a Day
Social Media Today

This infographic developed by Pardot outlines how you can build engaged communities around your brand or cause in as little as 30 minutes a day using Twitter, Facebook, LinkedIn, Pinterest, Google+ and Instagram social media platforms.


Social Media Cheat Sheet
Flowtown

Although developed for small business, this infographic is a primer on social media platforms, the terminology associated with each, and how to use them to support your social marketing efforts.


Easelly
Create custom, eye-catching infographics on the web in minutes for free.


Implementing a Social Marketing Effort
Community Tool Box


This resource provides a framework for conducting a social marketing campaign. It offers:

  • An Outline for Implementing a Social Marketing Effort
  • Resources for Implementing a Social Marketing Effort
  • Examples of Social Marketing Efforts
  • Online Tools for Implementing a Social Marketing Effort


Piktochart
Create professional looking infographics using intuitive editing tools, ready-to-use themes and a gallery of images or upload your own.


The Info-Activism How-To Guide: Strategies and Tools for Digital Campaigning
Tactical Technology Collective


This guide brings together information activism strategies, digital tools and case studies from around the world. The Guide is structured around three levels of campaign outcomes:

  • raising awareness,
  • getting an audience engaged, and
  • moving towards a specific action.

It includes basic campaigning how-tos, tools for collaboration, outreach, mobile communication, and examples of inspiring info-activism campaigns.


Visualization Tools
Tactical Technology Collective

Whether you are trying to clean your data, spot patterns, or create a data visualisation, there are many free tools available online. This resource can help you find the right tool create your own infographics and visualizations based on your needs and skill level.


Visually

This service offers high quality visual content at a low cost including videos, infographics, presentations, social media, web experiences and ebooks. The site also houses a searchable gallery of infographics and interactive visualizations and visual content marketing education resources.

Telling the National Story

Use these infographics, interactive visualizations, and videos created by national organizations to support your social marketing activities.

INFOGRAPHICS AND INTERACTIVE VISUALIZATIONS


A State-by-State Look at Students Referred to Law Enforcement

Center for Public Integrity


Discipline Data: Charter Schools vs. Noncharters
Visually


Gender Nonconforming Youth: Discipline Disparities, School Push-Out, and the School-to-Prison Pipeline and LGBTQ Youth of Color: Discipline Disparities, School Push-Out, and the School-to-Prison Pipeline (
Report Infographics)


Keeping Kids Out of Court: A Primer on Status Offenses
Status Offense Reform Center

This infographic presents the latest national data on status offenses such as truancy, discusses why court based approaches are inappropriate, and highlights some states that are finding innovative approaches to keeping kids in the community.


Minor Infractions: Breaking Down the School to Prison Pipeline
Visually


Pathways to Pushout Fact Sheet
Dignity in Schools


School to Prison Pipeline
Advancement Project


Who's at Risk of School Expulsion Infographic
National Clearinghouse on Supportive School Discipline


Who’s at Risk of School Suspension Infographic
National Clearinghouse on Supportive School Discipline