Lynne Doner Lotenberg
Social Marketing • Communication • Research
Social Marketing • Communication • Research
Background
Since 1986 Lynne has helped public and non-profit organizations use
social marketing and communications to address critical health and social
issues. She has been an independent consultant since 1995, conducting
strategic planning, qualitative and quantitative research, evaluation and
training for organizations including AARP, the American Medical
Association, the Centers for Disease Control and Prevention, the Food and
Drug Administration, the National Health Council, various institutes and
centers within the National Institutes of Health, and the Robert Wood
Johnson Foundation.
Her prior experience includes eight years at Porter Novelli, one of the
country's largest public relations firms, where she held progressively
senior positions culminating in serving as a vice president on the
Washington office’s board of managers and director of research. She
provided strategic direction for government, non-profit, and private sector
organizations; managed research and account groups; oversaw the
agency’s work on National Cancer Institute programs, including the 5 A
Day for Better Health campaign; and directed the design, analysis and
interpretation of qualitative and quantitative research conducted to
support the development, implementation and evaluation of national
communication campaigns.
Subsequently she was a program coordinator for USDA's Team Nutrition,
spearheading communication strategy development and evaluation for a
multifaceted program delivered through the media, in schools and through
community networks to children in pre-K through 12th grade, parents and
educators, and school food service personnel.
She has taught market research as an adjunct faculty member at The
George Washington University. She holds a B.S. in advertising and M.A. in
mass communication from the University of Florida.
Since 1986 Lynne has helped public and non-profit organizations use
social marketing and communications to address critical health and social
issues. She has been an independent consultant since 1995, conducting
strategic planning, qualitative and quantitative research, evaluation and
training for organizations including AARP, the American Medical
Association, the Centers for Disease Control and Prevention, the Food and
Drug Administration, the National Health Council, various institutes and
centers within the National Institutes of Health, and the Robert Wood
Johnson Foundation.
Her prior experience includes eight years at Porter Novelli, one of the
country's largest public relations firms, where she held progressively
senior positions culminating in serving as a vice president on the
Washington office’s board of managers and director of research. She
provided strategic direction for government, non-profit, and private sector
organizations; managed research and account groups; oversaw the
agency’s work on National Cancer Institute programs, including the 5 A
Day for Better Health campaign; and directed the design, analysis and
interpretation of qualitative and quantitative research conducted to
support the development, implementation and evaluation of national
communication campaigns.
Subsequently she was a program coordinator for USDA's Team Nutrition,
spearheading communication strategy development and evaluation for a
multifaceted program delivered through the media, in schools and through
community networks to children in pre-K through 12th grade, parents and
educators, and school food service personnel.
She has taught market research as an adjunct faculty member at The
George Washington University. She holds a B.S. in advertising and M.A. in
mass communication from the University of Florida.
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Copyright © 2007 Lynne Doner Lotenberg. All rights reserved.
| Photo: Marco Javier |
Build relationships with consumers,
intermediaries and partners. Create,
communicate and deliver value.
Focus on behavior—and the
environment in which it occurs.
Recognize self-interest and
competition. Manage the exchange
by offering benefits that outweigh
costs (money, time, effort, psyche)
of engaging in the behavior. Place—
situations in which behavior can
occur or channels through which
products are available—is often key.
Promote the exchange using
empathy, stories, and experiences.
Tap motivating emotions. Use
research to understand and
segment audiences and develop,
monitor and refine programs.
intermediaries and partners. Create,
communicate and deliver value.
Focus on behavior—and the
environment in which it occurs.
Recognize self-interest and
competition. Manage the exchange
by offering benefits that outweigh
costs (money, time, effort, psyche)
of engaging in the behavior. Place—
situations in which behavior can
occur or channels through which
products are available—is often key.
Promote the exchange using
empathy, stories, and experiences.
Tap motivating emotions. Use
research to understand and
segment audiences and develop,
monitor and refine programs.