Measurable Results

Marketing communications is central to what Metrix Marketing does. A principal advantage of Metrix is the firm’s familiarity with a science-based approach to the planning of marketing activities and extensive collaborations within the academic community. We develop marketing plans and materials based on behavioral science theory.

Research Model
There are many formal social and behavioral science theories that have been proven effective in promoting behavior change. Social marketing interventions can be based on these formal theories or by acting on a unique combination of influencing factors.

The following model is used to develop social marketing interventions that are science-based. The model, named Steps of Science-based Intervention Design, is used as a guide in the development of a campaign:

• Identify the target population: Who must be reached through the social marketing intervention?

• Identify the target behaviors: What behavior among the target population are we attempting to change?

• Identify the influencing factors specific to the target population and behaviors: Formative research is used to identify which factors are influencing the target population’s behavior.

• Design an intervention to impact on these specific factors: The social marketing intervention is then designed to address the influencing factors identified from the needs assessment.

• Evaluate and modify the intervention.
   

Research Applied
Social marketing intervention is designed to influence the health-related behaviors of people to meet prevention goals in a community. Research has established that knowledge alone does not result in behavior change. Rather there is a variety of other influencing factors operating—some internal and some external. Those internal factors are those operating within the “self” and they include knowledge, attitudes, beliefs and skills. External to the individual are factors including social, peer, family, cultural, and religious norms. A person’s environment can also play a role in facilitating or creating barriers to behavioral change.

An effective behavioral intervention needs to identify and address these often subtle influencing factors relating to the desired behaviors. Metrix Marketing applies these nuances to the creation of television and radio commercials that are positive.

Evaluations
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Not Me, Not Now^®

• Evaluation and Market Research - May 2001
  A Full Report of Qualitative Findings from 14 Focus Groups with Youths Grades 5-9

• Formative Research - "Consequences - A Report on Teen and Parent Attitudes and Behavior Related to Sexuality."

• Monroe County Adolescent Pregnancy Prevention Communications Program “Not Me, Not Now.”- Wave 3 Research

• Impact Evaluation of Not Me, Not Now
  Journal of Health Communication, Volume 6, Issue 1 (Feb. 2001)

GottaQuit.com^®

• Promotion of Tobacco Cessation to Adolescents Using Mass Media. 
  November 2000.

• Summary Report of Findings of Two Focus Groups with 10^th and 11^th Grade Boys and Girls Regarding Smoking Cessation Advertising. 
  June 2000

 Do Right By Kids™

• Summary Report:  Child Abuse Prevention Campaign Formative Research, January 2000.