Community coalitions are an important part of the public milieu and subject to similar external pressures as other publicly funded organizations – including changes in required strategic orientation. Many US government agencies that fund efforts such as community-based social marketing initiatives have shifted their funding agenda from program development to policy development. The Florida Prevention Research Center at the University of South Florida (Tampa, Florida, USA) created community-based prevention marketing (CBPM) for policy development framework to teach community coalitions how to apply social marketing to policy development. This paper aims to explicate the framework’s theory of change.
The research question was: “How does implementing the CBPM for Policy Development framework improve coalition performance over time?” The authors implemented a case study design, with the “case” being a normative community coalition. The study adhered to a well-developed series of steps for system dynamics modeling.
Results from computer model simulations show that gains in community coalition performance depend on a coalition’s initial culture and initial efficiency, and that only the most efficient coalitions’ performance might improve from implementing the CBPM framework.
Practical implications for CBPM’s developers and users are discussed, namely, the importance of managing the early expectations of academic-community partnerships seeking to shift their orientation from downstream (e.g. program development) to upstream social marketing strategies (e.g. policy change).
This journal article is a product of a Health Promotion and Disease Prevention Research Center supported by Cooperative Agreement Number U48-DP005024-04 from the Centers for Disease Control and Prevention. The findings and conclusions in this journal article are those of the authors and do not necessarily represent the official position of the Centers for Disease Control and Prevention. The authors would like to thank the membership of the Tweens Nutrition and Fitness Coalition in Lexington, Kentucky, USA, for help in both providing and interpreting evaluation data for the simulation study. The authors would also like to thank Professors Julie Baldwin, Anand Kumar and Robert Marshall for their critical review of previous versions of this manuscript.
Biroscak, B., Bryant, C., Khaliq, M., Schneider, T., Panzera, A., Courtney, A., Parvanta, C. and Hovmand, P. (2019), "Using system dynamics modeling to evaluate a community-based social marketing framework: A computer simulation study", Journal of Social Marketing, Vol. 9 No. 1, pp. 53-76. https://doi.org/10.1108/JSOCM-01-2018-0014Download as .RIS
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