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comm4253_chap2_2020.pptxThe 10-Step Social Marketing Plan
Chapter 2
1
Perspectives on Social Marketing
2
The Production Perspective – Keep costs down & make it accessible.
The Product Perspective – Focus on quality, performance, & innovation.
The Selling Perspective – It’s all about promotion & doing so in an aggressive manner.
The Relationship Perspective – It’s all about cultivating the relationship via integrated marketing.
Describe the Social Issue, Background, Purpose, & Focus
3
Social issue: Identify the wicked problem
Background: Facts & information
Purpose: What is the potential impact of a successful campaign?
Focus: Identify the specific approaches to contribute to the plan’s purpose
Situational Analysis (SWOT)
4
Strengths: Organizational strengths & assets
Weaknesses: Organizational weaknesses
Opportunities: Environmental factors facilitating your campaign
Threats: Environmental factors inhibiting our campaign
Past or similar efforts
Selecting Target Audiences
5
Identify the bull’s-eye for your campaign effort
Focal segments
Interpersonal influencers
Institutional influencers
Provide a rich description of audiences to help identify the right set of campaign strategies
Size
Demographics
Geographical location
Values and lifestyle
Stage of change
Behavior Objectives & Goals
6
Behavior Objective: Specific behavior we want to influence the target audience to DO
Target Goal: Campaigns need to specify SMART goals to achieve
Specific
Measurable
Attainable
Relevant
Time bound
Identify Barriers, Benefits, Motivators, Competition, and Influential Others
7
Barriers: Anticipated costs for the target audience
Benefits: Anticipated rewards for the target audience
Motivators: Incentives that can motivate acceptance of the targeted behavior
Competition: Factors reinforcing their current behavior
Influential others: People that are likely to affect our behaviors on a personal level.
Develop a Positioning Statement
8
Describes how you want your target audience to see the target behavior
Involves influencing audiences to develop a specific mindset
Cognitive beliefs
Emotional reactions
The two pathways are referred to as active vs. passive approach to influencing social behaviors.
Activity
In the following 2 TV spots, what is the key “take-away” message communicated by the campaigners?
In your opinion, who are the target audience(s) for the 2 TV spots?
How effective do you think the TV spots were at expressing the positioning statement of the littering campaign?
Overall do you think the ads are effective at convincing people not to litter? Why or why not?
Develop the Strategic Marketing Mix
10
Product: Description of the target behavior highlighting benefits & additional incentives.
Core product
Actual product
Augmented product
Price: Perceived costs associated w/ taking up the target behavior.
Useful to mention disincentives
Place: Description of the delivery system to be used for campaign-related goods/services.
Promotion: Specific ways the campaign messages are to be marketed (messenger, channels, slogans)
Developing a Monitoring & Evaluation Plan
11
Four areas of assessments
Inputs
Outputs
Outcomes
Impact
How will you measure?
Identify the specific procedures for documenting observations
When?
When do you start the monitoring & evaluation process.
Budget & Finding Funding
12
Product-related costs
Price-related strategies
Place strategies
Promotion
Evaluation
Implementation Plan
Often considered the “real marketing plan”
Focus is on identifying who will do what, when, and for how long.
Ideally, social campaigns should plan to implement their plan for at least 3 years.
Why Is Systematic Planning Important?
Clarify purpose
Make appropriate decisions
Setting realistic objectives and goals
Ability to create real behavior change
It’s not linear, re-evaluate and adjust along the way
Where Does Research Fit In?
