Lynne Doner Lotenberg
Social Marketing • Communication • Research
Strategic planning

  • Target audience segmentation and analysis
  • Situation analysis
  • Marketing mix development
  • Communication strategy development

Market Research and Evaluation

  • In-person and telephone focus groups
  • In-depth interviews
  • Surveys
  • Concept development
  • Pretesting
  • Process and outcome evaluation

Mentoring and Training

  • Communication strategy development
  • Qualitative and quantitative marketing research
    methods
  • Social marketing
  • Strategic planning
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.
Copyright © 2008 Lynne Doner Lotenberg. All rights reserved.