DR KRITHIGA S.I I YR POSTGRADUATE

Phases,Steps In Planning & Implementing

Social Marketing

PHASESPHASE 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

Social marketing wheel

STEPSIdentification 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)

Identification of

the Health problem

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

Identify the

priority

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

Identification of target

audience

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.

Identify the objective for target group

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”

Analyzing the marketing strategy to determine

attitudes and resistance

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.

Positioning statement

“We want (TARGET AUDIENCE) to see (DESIRED

BEHAVIOR) as (DESCRIPTIVE PHRASE) and as

more important and beneficial than

(COMPETITION).

Strategic market mix

Strategic market mix – 4PsSelection of marketing/distribution system

Media and distribution system – maximum

coverage among target audience

Designing and testing the social message

Designing and testing the social message

Pretested on sample of target population.

Acceptability, comprehension, believability and conviction

Revised and retested if necessary

Determine a Evaluation Plan

Determine a Evaluation Plan

                                                              PROCESS EVALUATION IMPACT EVALUATION

INPUTS ACTIVITIE

S

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

Implementation Plan

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

Effectiveness and Feedback

Effectiveness and Feedback

Impact of social message

Quantifiable variables identified – indicate

the impact over a period of time

Assessed periodically

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.