Environmental pollution
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comm4253_chap5_2020.pptxSteps 1 and 2: Social Issue, Purpose, Focus, Situation Analysis
Chapter 5
Describing the Social Issue
2
The social issue is best defined as the “wicked problem” to be addressed.
Identify sponsoring organization(s)
Provide relevant background information
Use facts and credible data to justify why this social issue.
3 main sources include:
Current statistics
Precipitating events
Disturbing trends
Describe the Purpose
3
Highlight benefits or impacts of the program
Typically a social marketing campaign has 1 of 4 purposes in mind.
Typically have as its purpose to decrease or reduce, improve, increase, or eliminate something in order to yield societal benefits
Different from campaign objectives or campaign goals
Campaign objectives
Campaign goals
Describe the Focus
4
Social marketing campaigns address 1 of 3 areas of focus.
Behavior-related
Population-related
Product-related
A set of criteria helps campaign planner decide which area(s) of focus to concentrate on:
Behavior change potential
Market supply
Organizational match
Funding potential & appeal
Impact
Situational Analysis
5
Conduct SWOT
Internal Factors: Resources, Expertise, Management Support, Past Performance
Strengths to maximize
Weaknesses to minimize
External Forces: Cultural, Socioeconomic, Economic, Political/Legal, External Publics
Opportunities to take advantage of
Threats to prepare for
Review of past/similar efforts
Organizational Assessment
6
Resources
Service delivery capabilities
Management support
Issue priority
Internal publics
Current alliances & partners
Past performance
External Assessment
7
Cultural forces
Technological forces
Demographic forces
Natural forces
Economic forces
Political/legal forces
External publics
Review of Past Efforts
8
Target audiences - who has not yet been reached?
Strategies - what has been tried to influence behaviors?
Results - what findings have their efforts yield?
Lessons learned - what has worked? What has not worked?
Existing research - reliance on other campaign data to build your case.
Potential materials to use - reliance on other campaigns for marketing materials
The Role of Exploratory Research When Choosing Focus
Exploratory Research: This is done prior to the implementation of the campaign.
Phase identifying campaign purpose & focus
Functions to help provide data on problem severity & identify populations at greatest risk; as well as highlight potential areas of focus.
Phase of situational analysis
Functions to help provide data for your overall audit of strengths, weaknesses, opportunities, & threats
Key Informant Interviews:
Past and similar efforts
