Session 4 Social marketing process and planning

Social marketing processSITUATION ANALYSIS SITUATION ANALYSIS GOALS & OBJECTIVES GOALS & OBJECTIVES STRATEGY & PLANNING IMPLEMENTATION & EVALUATION PROBLEM IDENT... Selection of target a

SOCIAL MARKETING

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Session 4: Social Marketing process and planning

Understanding the social marketing process

◦ Situation analysis

◦ Goals, objectives

◦ Action plan

◦ Monitoring and evaluation

Apprehend the marketing plan and the marketing mix

◦ The plan outline

◦ 4 “traditional” P’s

◦ 4 new P’s

Session 4 Objectives

Social marketing process

SITUATION ANALYSIS

SITUATION ANALYSIS

GOALS &

OBJECTIVES

GOALS &

OBJECTIVES

STRATEGY & PLANNING

IMPLEMENTATION & EVALUATION PROBLEM IDENT AND FOCUS

Problem identification and focus

Why are we doing this  Cause

Why are we doing this?

Where would

We want

to be?

How do we do to get there?

How to keep going? Where are

we now?

Situation analysis

Where are we now?

How to keep going? Where are

we now?

Goals and objectives setting

Where would we want to be?

Selection of target audience

Establishing goals and objectives

How to keep going? Where are

we now?

Strategy and plan

How to get there?

Research target audience and the competition

Adopt a strategy to influence the change

Select a value proposition (positioning)

 Create an integrated plan of action

Product Price Place Promotion

Publics Policy Partnership Purse

Why are we doing this?

we now?

Monitoring and control

How to keep going?

 To INITIATE the change (new behavior)

 To MAINTAIN so as to have a new habit

How to keep going? Where are

we now?

0 EXECUTIVE SUMMARY:

Brief summary highlighting the plan’s purpose, target audiences, major marketing objectives and goals, desired

positioning, marketing mix strategies (4Ps), and evaluation, budget, and implementation plans

1 BACKGROUND, PURPOSE & FOCUS

What social issue is this plan intended to impact (e.g., water quality)? On what population (e.g., single-family homes)

and/or solution (e.g., natural yard care) will we focus? Why? Who is the sponsor?

2 SITUATION ANALYSIS

2.1 SWOT: organizational Strengths and Weaknesses and environmental Opportunities and Threats

2.2 Key learnings from a review of similar prior efforts and additional exploratory market research

3 TARGET AUDIENCE

3.1 Descriptions of priority target audience(s), including demographics, geographic, readiness to change, relevant

behaviors, values and lifestyle, social networks, and community assets relative to the plan’s purpose and focus

3.2 Market research findings providing a rationale for targeted audiences, including factors such as size, problem

incidence, problem severity, defensiveness, reachability, potential responsiveness to marketing mix elements,

incremental costs, and organizational match, relative to the plan’s purpose and area of focus

4 BEHAVIOR OBJECTIVES & GOALS

4.1 Behaviors that target audience(s) will be influenced to adopt (e.g., planting native plants), ones that are single and simple with lowest current penetration, highest willingness, and most potential impact

4.2 SMART (Specific, Measurable, Achievable, Relevant, Time- bound) goals quantifying desired behavior outcomes as well as changes in knowledge, beliefs, and behavior intent

5 TARGET AUDIENCE BARRIERS, BENEFITS, THE COMPETITION & INFLUENTIALS OTHERS

5.1 Perceived barriers and costs associated with adopting the desired behavior 5.2 Potential unique and meaningful benefits that will help influence and sustain targeted behaviors 5.3 Competing behaviors/forces/choices

5.4 Influence of importance to others

6 POSITIONING STATEMENT

How we want the target audience to see the targeted behavior, highlighting unique benefits and the value proposition

7 MARKETING MIX STRATEGY:

7.1 Product: Benefits from performing behaviors and features of goods or services offered to assist adoption Core

product: Audience-desired benefits promised in exchange for performing the behavior Actual product: Features of

any goods or services offered/promoted Augmented product: Additional goods and services to help perform the

behavior or increase appeal

7.2 Price: Costs that will be associated with adopting the behavior and price-related tactics to reduce costs Costs:

money, time, physical effort, psychological, lack of pleasure Price-related tactics: Monetary incentives Nonmonetary

incentives Monetary disincentives Nonmonetary disincentives

7.3 Place: Convenient access Creating convenient opportunities for audience(s) to engage in the targeted behaviors

and/or access products and services, including developing partnerships for distribution channels and reinforcing

desired behaviors

7.4 Promotion: Persuasive communications highlighting benefits, features, fair price, and ease of access Decisions

regarding messages, messengers, creative strategies, and media channels Consideration of incorporating prompts for

10 PLAN FOR MONITORING AND EVALUATION

8.1 Purpose and audience for monitoring progress and evaluating final results 8.2 What will be measured: inputs, outputs, outcomes (from Step 4), and (potentially) impact and return on investment (ROI)

8.3 How and when measures will be taken

Marketing Mix in Social Marketing

Marketing Mix- Product

awareness) or more intangible ideas (Environmental protection)

product or service being marketed is a good solution for that problem

Marketing Mix- Price

order to obtain the social marketing product or service

will be low and it will be unlikely to be adopted, but if the benefits are perceived as greater than their costs, chances

of trial and adoption of the product is much greater.

Marketing Mix- Place

outlets where it is sold, or places where it is given out for free

consumers are reached with information or training

Marketing Mix- Promotion

audience for easy adoption of the products or services

newspaper, postcard racks) since that will vary depending on the product/service and also on the target segment.

Marketing Mix- Public (people)

products and ideas

Marketing Mix- Partnership

Marketing Mix- Policy

environmental change is necessary.

policy makers crucial for the sustainability of your campaign.

Marketing Mix- Purse

governmental grants, private donations and CSR funds

funding process well in advance in different stages of the program.

Example of a social marketing mix

“We want adolescence aged 13-18 to see that eating five servings of fruits and vegetables a day is healthy and more beneficial than eating ‘junk food’.”

Costs- cost of healthy food, loss of pleasure from ‘junk food’, cost of

an app Benefits- feel better, healthy food actually taste good, app:

coupons, push-notifications, recipes

Websites, billboards at school, posters at grocery store locations, anywhere with wifi or mobile data access

Media channels, community outreach, collaborating with grocery stores to provide coupons/specials at their store, posters,

logo/slogan

Example of Marketing Mix Strategy

“We want adolescence aged 13-18 to see that eating five servings of fruits and vegetables a day is healthy and more beneficial than eating ‘junk food’.”

Case study