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Social Media Marketing ROI

As public health marketers we know that social media can be a great resource to connect users with support services. Health departments and non-profits, however, have limited marketing budgets making every penny count. Knowing how to calculate the ROI for a proposed campaign can help public health marketers use their limited budgets strategically and justify future spending to stakeholders.

Measuring Effectiveness

Like with any other marketing campaign, we want to start our social media campaign with a clearly defined goal. A clear goal is needed to direct efforts and to determine whether we achieved it or not. Next, we need to ensure that we have measurable metrics assigned to our goal so that we can track the performance of our campaign. If the metrics chosen are not measurable, it is impossible to determine if they had an impact. Finally, we must calculate the ROI for the campaign. The traditional ROI calculation is [(value-investment)/investment * 100]. There are also ROI calculators available online that can help with this calculation.

Calculating the ROI for a social media campaign is important for marketers to utilize their budgets effectively and justify spending. Limited funding and budget restrictions of public health organizations make ROI calculations that much more important. Connecting users with support services has been made easier through social media and has proven to be an excellent tool for public health marketers.

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Masterful Marketing: The Death of Mr. Peanut

As marketers one of our main objectives is to build and maintain brand recognition. Even established brands must maintain their marketing efforts to stay relevant in the minds of consumers. The death of Mr. Peanut is a fabulous example of an established brand engaging with audiences and keeping things fresh.  

Campaign Concept

Mr. peanut made his debut in 1916 and has been the Planters mascot ever since. During the 2020 Super Bowl, Planters ran a commercial in which Mr. Peanut sacrifices himself so that his friends can survive. In the second half of the game, a second Planters commercial aired and continued the story of Mr. Peanut showcasing his funeral service and Groot-like reincarnation.

Media Outlets

The Death of Mr. Peanut campaign started with the super bowl ads and quickly spread across media platforms. The video, which is now unlisted, has over 7 million views on YouTube, and 2.3 million views on Planters’ Twitter feed. The ad was soon being featured in CNN stories and had a segment on SNL’s Weekend Update.

Audience Reception

The reactions to the death of Mr. Peanut were mixed. Many viewers were intrigued by the tongue and cheek nature of the mascots demise. Others saw the campaign and trending twitter hashtag #RIPPeanut as tone deaf given the death of basketball legend Kobe Bryant four days after the release of the campaign.

The killing of Mr. Peanut, while controversial to some, was an excellent example of an established brand staying relevant. Within minutes of the commercial airing, the hashtag #RIPPeanut was flooding news-feeds across the country, bringing Mr. Peanut and his legacy back into peoples’ minds. Although killing off a mascot was a bold and risky move, Planters was able to use this controversy to build its brands recognition and equity.

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Using Strategy in Marketing

Creating a brand strategy is one of the most important things a marketer can do. Without a clear strategy in place marketing teams would be unable to coordinate and track their efforts.

A brand strategy plan takes all the elements that make up a brand and makes sure they fit together to create a cohesive story. Creating cohesion between brand elements builds the equity of a brand and gives stakeholders greater peace of mind.

Building a brand takes planning and strategy, product quality alone is not enough.  As marketers it is our job to create cohesive brands strategies that will continue to grow our brands.

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Marketing Through Knowledge

As marketers we can use aspects of psychology to change peoples’ attitudes towards our products and services. By tapping into the four functions of attitudes utilitarian, knowledge, value-expressive, and ego defensive, marketers can sway consumers towards their brands. The organic food industry has been able to tap into the knowledge function of attitudes to sway consumers towards their products.

Knowledge Function

The knowledge function of attitudes can help consumers sort through the various options and make a choice. Marketers of organic foods utilize this to promote their products with labels stating that their products are USDA Certified Organic or 100% Natural. It is common knowledge that organic foods are better for your health and the environment. Indicating that a product is organic allows consumers to choose the healthier option while increasing product sales.

Using the knowledge function of attitudes can be used by marketers to sway the actions of consumers. In using functions of attitude, brands can connect their products with the beliefs of consumers. By utilizing buyer psychology, marketers can change peoples’ attitudes in favor of their products.

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Brand Relevance and Marketing

As marketers it is important for our brands to be relevant in the minds of consumers. Given the diverse set of needs in the market today it is helpful to target specific products to specific groups. Period products are marketed to women since women are the primary consumers of these items. While there are many period brands out there, Thinx has made itself relevant through social programs focused on education and equitable access to feminine products.

Target Group

Given that Thinx, sells period underwear their main target market is women and girls during their reproductive years. Thinx even has lines designed for women at different stages of their life to support their reproductive journeys. Thinx(BTWN) is period underwear for tweens & teens, making those first periods easier to manage. Speax by Thinx is absorbent underwear for women that experience bladder leaks, giving women discreate and reliable protection.

Brand Relevance

Thinx has made itself relevant in the minds of consumers by attaching itself to the greater issue of access feminine hygiene products for women and girls around the world. Working with organizations that expand access to feminine products and services makes Thinx stand out from their competitors. While educational programs like Every Body instills trust in the brand and its mission.

Thinx is one of many emerging brands connecting with their audiences through shared values and experiences. They are particularly relevant because they have attached their brand to the broader push for gender equality and equitable access to feminine products, a topic that resonates with their target audience. 

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The Success of Planned Parenthood’s Brand Personality & Positioning

As public health marketers, our goal is to position our organization as a trusted source of information and care. Planned Parenthood is a great example of an organization that has been able to cement itself in the public mind as a trusted source of information and healthcare. Planned Parenthood has been successful in using its brand elements to convey its personality and position itself.


The personality of any brand is important, especially when it comes to sensitive topics like reproductive health. Planned Parenthood finds its success in down-to-earth and reliable messaging that engages viewers. By using approachable imagery and artwork, Planned Parenthood is able to discuss serious and sensitive topics without losing its audience.


Many non-profits are funded in part by public donations. This makes it that much more important to ensure that their positioning is effective. Planned Parenthood’s motto of “Care, no matter what” helps it to position itself as a trusted source of healthcare that is accessible to anyone in the community.

Personality and positioning must be in alignment with a brand’s other elements to support long-term success. Planned Parenthood has been successful in developing brand elements that match its personality and position. Strong branding is necessary for your non-profit to be seen as trusted and responsible.

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As marketers, it is our job to make our products and services appealing to potential customers. To achieve this goal, many marketers employ the AIDA model in their campaigns. A great example of the AIDA model is the use of advertising in the foodservice industry.


Marketers in the foodservice industry are really good at grabbing a customer’s attention. Bright and colorful packaging and catchy slogans make products stand out and stick in the consumer’s mind. Slogans and catchphrases like ‘Taste the Rainbow’ or ‘I’m Lovin’ It’ capture the spirit of the brand while also bringing it back into the customer’s mind regularly. 


Keeping a customer’s interest can be difficult in today’s fast-paced world. Marketers in the foodservice industry often garner interest by promoting their products alongside well-known celebrities. Pepsi is particularly well-known for celebrity endorsements and big-budget super bowl commercials that simultaneously keep people entertained and engaged.


Food is a basic human need and therefore naturally desirable. But foodservice marketers must compete with other brands to make their products stand out. Foodservice advertisers do this by altering their products to look better for the camera. Placing a steaming cotton ball behind products can give the illusion of it coming right out of the oven, triggering automatic responses, and making the customer’s mouth water.


Convincing a consumer to purchase the product is the goal of most advertising campaigns. Introducing limited edition and seasonal items like the McRib, Shamrock Shake, or Fillet of Fish can create a scarcity in consumers’ minds and compel them to act more quickly.

By combining these elements of attention, interest, desire, and attention in the AIDA model, the foodservice companies encourage purchases in a highly competitive market.

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Presenting Data to Stakeholders

As marketers it is our job to convince stakeholders to invest in programs and promotions to aid in the organization’s goals. Using organizational funds for advertising programs is often seen as an unnecessary expense. Therefore, presenting supporting information and statistics can help marketing departments gain the funding they need to advertise programs.

Helpful Hints

It is important to keep in mind that many stakeholders do not have a background in marketing and will need to be guided through the information. Stay away from technical jargon or overly complicated metrics that, while accurate, may distract from the overall message of the presentation. Most importantly, only include information that is relevant to the topic and be respectful of your audience’s time.

Marketing presentations are necessary for departments to gain funding for their campaigns. Advertising costs are often not a priority for organizational stakeholders. This makes it our job as marketers to convince them otherwise.

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Web Tracking in Public Health Marketing

As public health marketers our job is to disseminate important information to our communities. With so many ways of accessing information on the internet, it is important to track what actions and clicks users take while visiting your organizations web page to improve outcomes. An organizations website can be filled with the most relevant and up to date information, but it is of no use if users do not see it.

Bounce Rate

The goal of an organization’s webpage is to engage users and convey information. However, if your site has a high bounce rate (users exiting your site before triggering any other requests) this is likely not happening. If this is the case a redesign of the landing page is necessary to guide user to the different features of your site in a way that makes them more appealing.

An organizations website can be one of the most useful and versatile tools of a public health marketer. Tracking and reducing the bounce rate on your webpage can make your page more effective and enticing to users. Tracking user activity and adjusting your organization’s landing page can help spread useful information and improve the health of your community.

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Share of Voice in Public Health Marketing

As public health marketers it is important to get the message out there, we want to make sure that its not drowned out by other agencies or worse, misinformation. With more and more people looking to google for their healthcare questions it is vital that your agency has a large enough share of the market to be noticed. Growing your share of voice is different for every agency, so its important to find what works.

Share of Voice

An organizations share of voice is strongly correlated with its overall market share. For a health agency to have an impact on its community it needs to have a loud enough voice to drown out any competing agencies. However, health agencies often have very restrictive budgets making it important to evaluate your agencies current marketing strategies.

Increasing Share

Although share of voice is calculated by measuring the amount spent on paid advertising, social media has given smaller agencies a fighting chance. Social media networks want to create as much organic engagement as possible. This means that algorithms favor engaging posts and push them to the top of the feed. Smaller agencies can use this as a way to grow their share of voice within budgetary constraints.

An agencies share of voice is important to grow and maintain to ensure its overall market share. Public health marketers must be creative and work within budgetary restrictions to grow their agencies share of voice. An increased share of voice will help an agency to grow and better serve their community.