steps in social marketing

1. DR KRITHIGA S
II YR POSTGRADUATE
Phases,Steps In Planning & Implementing
Social Marketing

3. PHASES
 PHASE 1:DESCRIBE THE PROBLEM
 PHASE 2: CONDUCT THE MARKET RESEARCH
 PHASE 3: CREATE THE MARKETING STRATEGY
 PHASE 4: PLAN THE INTERVENTION
 PHASE 5: PLAN PROGRAM MONITORING AND EVALUATION

4. Social
marketing
wheel

6. STEPS
 Identification of the health
problem
 Identify the priority and
situation analysis
 Identify the Target audience
 Set Marketing Objectives and
Goals
 Analyzing the marketing
strategy to determine
audience’s attitudes and
resistance
 Develop a Strategic Marketing
Mix4Ps - Selection of
marketing/distribution
 Designing and testing the
social message
 Determine a evaluation plan
 Implementation plan
 Assessing the
effectiveness(feedback)

7. Identification of the
Health problem

8. Identification of the Health problem
 Describe the Background
Indepth identification of the public health problem
Why are we doing this?
 Purpose statement
What impact and benefits it would generate.
 Focus

9. Identify the
priority

10. Identify the priority
 Save time/energy /resources
 Situation analysis –factors and forces in external and internal
environment anticipated to have impact
 Review the composition of the strategy team
 SWOT (red flags),omissions
• S – MAXIMISE
• W –MINIMIZE
• O- TAKE ADVANTAGE
• T- BE PREPARE
 Literature review & environment scan

12. Identification of
target audience

13. Identification of target audience
 Market segmentation
Dividing broad audience into homogeneous groups–
audience segment
 An estimated size and informative description of the
target audience is needed.

14. Identify the objective
for target group

15. Identify the objective for target group
 Clear
 Behaviour objective – something you want to influence the
target group to do.
 Knowledge objectives –information you want the group to be
aware of – ones that might make them more likely to perform the
desired behaviour
 Belief objectives relate more to feelings and attitude
 Marketing goals – “SMART”

16. Analyzing the marketing
strategy to determine
attitudes and resistance

17. Analyzing the Marketing Strategy to
determine Attitudes and Resistance
 All possible cultural ,social, religious
resistance points.
 Attitude testing technique –isolate beliefs and values that
offer resistance
 Analyze the perceived barrier, potential benefits,
competing forces, influencers.

18. Positioning statement
 “We want (TARGET AUDIENCE) to see (DESIRED
BEHAVIOR) as (DESCRIPTIVE PHRASE) and as more
important and beneficial than (COMPETITION).

19. Strategic market mix

20. Strategic market mix – 4Ps
Selection of marketing/distribution system
 Media and distribution system – maximum coverage
among target audience

21. Designing and
testing the
social message

22. Designing and testing the social message
 Pretested on sample of target population.
 Acceptability, comprehension, believability and
conviction
 Revised and retested if necessary

23. Determine a
Evaluation Plan

24. Determine a Evaluation Plan
 PROCESS EVALUATION IMPACT EVALUATION
INPUTS ACTIVITIES OUTPUTS SHORT TERM
OUTCOME
LONG TERM
IMPACTS
Resources
used for
campaign
Campaign-
related
activities
Campaign
visibility,
exposure
Changes in
behavior,
knowledge or
belief
Improvement in
social condition

25. Implementation Plan

26. Implementation Plan
 The implementation plan functions as a concise working
document to share and track planned efforts.
 Establish a campaign budget
 Most commonly, plans represent a minimum of 1-year
activities
 What
 Who
 When
 How much

27. Effectiveness and Feedback

28. Effectiveness and Feedback
 Impact of social message
Quantifiable variables identified – indicate the
impact over a period of time
 Assessed periodically

29. Principles for success
 Take advantage of prior and existing successful campaigns.
 Promote single, simple, doable behaviours – one at a time.
 Identify and remove barriers to behaviour change.
 Highlight costs of competing behaviours.
 Promote a tangible good or service to help target audiences perform the behaviour
 Consider nonmonetary incentives in the form of recognition
 Make access easy.
 Have a little fun with messages.
 Use media channels at the point of decision making.
 Try for popular/entertainment media.
 Track results and make adjustments.