January 14 - 10-Step Planning Model

10-Step Planning Model for Social Marketing

Lecture Date: January 14

How Social Marketing Differs

Key Differences from Traditional Marketing:

  • Priority Audiences: Prioritize target audiences (e.g., seniors) before setting objectives. Focus on influencing specific behaviours (e.g., joining a walking group) related to the target audience.

  • Competition Identification: Identifies competition after defining specific behaviours and conducting audience research (covered in Step 4).

  • Goals vs. Purpose:

    • Goals: Quantifiable measures (e.g., target participation numbers).

    • Purpose: Defined earlier (e.g., increasing physical activity).

    • Emphasize the adaptation of components to organizational culture, ensuring a sequential approach to steps.

10 Steps in the Social Marketing Planning Process

  1. Could you describe the Background, Purpose, and Focus?

  2. Conduct a Situational Analysis including internal literature reviews and colleague assessments.

  3. Select and Describe the Target Audience.

  4. Set Marketing Objectives and Goals: Focus on changing behavior, improving knowledge, and altering beliefs.

  5. Identify Audience Barriers, Benefits, and Competition.

  6. Craft a Desired Positioning Statement.

  7. Develop a Strategic Marketing Mix (the 4Ps):

    • Product

    • Price

    • Place

    • Promotion

  8. Determine an Evaluation Plan.

  9. Establish a Campaign Budget and Find Funding.

  10. Outline an Implementation Plan.

Implementation Plan Details

  • Step 1: Provide a descriptive overview of the plan's Background, Purpose, and Focus.

  • Step 2: Perform a thorough situational analysis.

  • Step 3: Choose target markets and develop a plan to evaluate and monitor them.

  • Step 4: Pretest the marketing mix and establish specific objectives.

  • Step 5: Identify barriers, motivators, and the competition.

  • Steps 6-10: Focus on positioning, aligning the marketing mix, budgeting, and preparing for implementation.

Additional and Alternative Ps

  • Packaging: Linked to Audience Insights (Step 5).

  • Participation: Involves partnerships to enhance implementation (Step 10).

  • People: Focused on the priority audience (Step 3).

  • Physical Environment: Valuable insights for target audiences (Step 5).

  • Policy: Aligns with desired behaviors (Steps 3 & 4).

Behaviour

  • Behavioural Goals: Concentrate on changing specific behaviours and understanding underlying theories (e.g., Behavioral Theory).

  • Segmentation: Use insights to inform effective interventions and marketing strategies.