Social Marketing Steps

10 Steps in Social Marketing

1- Describe the Social Issue, Background & Purpose 2- Conduct a Situation Analysis 3- Select a Target Audience 4- Set Behavior Objectives and Target Goals 5- Identify Barriers, Benefits, Motivators, the Competition and Influential Others 6- Craft a Desired Positioning 7- Develop the Strategic Marketing Mix (4 P's) 8- Develop a Plan for Monitoring and Evaluation 9- Establish Budgets and find Funding 10- Create an Implementation Plan

9. Establish Budgets and Find Funding Sources:

Identify price tags for strategies and activities with cost-related implications. - Product-related costs - Price-related costs - Place-related costs - Promotions - Evaluations

8. Develop Plan for Monitoring and Evaluation:

An evaluation plan outlines why you will be evaluating, what will be measured, how and when. Inputs - anything you put into the campaign → any expenditures Outputs - result of inputs → Hotlines, advertising, website, direct mail ST Outcomes - Number of calls, increase of awareness LT Impacts - ultimate result → litter reduction

6. Craft a Desired Positioning:

Positioning is the act of designing the organization's actual and perceived offering in such a way that it lands on and occupies a distinctive place in the mind of the target market - where you want it to be. A brief statement how you want your target audience to see the behavior - Points of Difference - Points of Parity - Positioning Fill in the blanks to : "We want (TARGET AUDIENCE) to see (DESIRED BEHAVIOR) as (DESCRIPTIVE PHRASE) and as more important and beneficial than (COMPETITION).

7. Develop a Strategic Marketing Mix:

The 4 P intervention tools; ones you'll need to change behaviors Product: -Toll-free hotline and website to report littering Price: - (premium, convenience) Highlight fee Place: - (distribution) Hotline available 24/7 Promotion: - (communication with consumers) Key message of "litter and it will hurt"

5. Identify Target Audience Barriers, Benefits, Motivators, Competition, and Influential Others:

• Barriers are reasons your target audience cannot (easily) or does not want to adopt the behavior. • Internal/External, Real or Percieved to be Real. - Knowledge, Belief, Skills, Abilities, Infrastructures, Technology, Economic status, Cultural / NORMS / Perceptions (risks, beliefs) - "The cigarette would stink in my car" • Benefits are reasons your target audience might be interested in adopting the behavior or what might motivate them to do so. - "To avoid a fine" • Motivators are incentives, punishments, and policies. - "Believing I'd get caught and fined" • Competitors are people and commercial marketing. - "Everyone does it" • Influential Others are thinking "If I knew people noticed and cared"

1. Describe the Social Issue, Background, Purpose and Focus:

• Note the social issue the plan will be addressing (e.g., obesity), including a statement of the problem. Summarize factors that led to the development of the plan. • Then develop a purpose statement that reflects the benefit of a successful campaign (e.g., reduce obesity) and a focus that narrows the scope of the plan's purpose to one the plan will address (e.g., physical activity). Social Issue: - (The Wicked Problem) - About community, injury, conservation Background - Facts & Information Purpose: - What is the potential impact of a successful campaign? - Usually to "Decrease, Reduce, Improve, Increase, Eliminate" something (e.g., Improve Water Quality) Focus: -Potential approaches to contribute to the plan's purpose Example: - Issue = Social Marketing campaign for littering on roadways - Background = 6 Million pounds, spending $4M a year - Purpose = Decrease Littering - Focus = Intentional Littering

2. Conduct a Situational Analysis:

• Relative to the purpose and focus of the plan, describe the factors and forces in the internal and external environment that are anticipated to have some impact on planning decisions. Organizational Strengths/Weaknesses + Significant fines for littering + Social Marketing expertise on team + Management and other state agency support - Limited Budget - Competing priorities (drinking & driving) External Opportunities/Threats + Litterers not aware of fines + Strong environmental ethic among citizens - Reducing litter not a priority for taxpayer dollars - Litterers not motivated by environmental issues

4. Set Behavior Objectives and Target Goals:

• Social marketing plans always include a Behavior Objective - something you want to influence the target market to DO. - Must be Specific, Measurable, Attainable, Relevant and Time bound. - Knowledge objectives include information or facts you want the market to be aware of - ones that might make them more likely to perform the desired behavior. - Belief objectives relate more to feelings and attitudes.

3. Select Target Audience:

• The bull's-eye target market for your marketing efforts is selected and described. This is a 3 step process: - Segment the market. - Evaluate segments. - Choose one or more as a focal point. Provide a rich description to inspire strategies including: - Size - Demographics - Geographics - Values and Lifestyle

10. Complete an Implementation Plan:

• The implementation plan functions as a concise working document to share and track planned efforts. •Most commonly, plans represent a minimum of 1-year activities, and ideally 2 or 3 years. - What? - Who? - When? - How much? 3 Phases: 1- Increased Awareness 2- Increase belief will be caught 3- Behavior Change