Chapter 16 - Step 10: Implementation & Sustaining Behaviour Plans Flashcards
Phasing
Creating phases that are organized by some element of the marketing plan: prior audience, geographic areas, campaign objectives, stages of change, etc
Phases organized by first piloting
Conducting a pilot prior to broad-scale implementation can work out issues
Phases organized by prior audience
Several market segments are identified for the campaign, each phase could concentrate on implementing strategies for a distinct segment
Phases organized by geographic area
Tailored approaches required for different places, such as rural vs urban areas
Phases organized by objective
Identified important objectives can be organized and sequenced to support each objective
Phases organized by goal
Campaigns may have specific goals, and phases would have activities and resources dedicated to supporting desired outcomes
Phases organized by stage of change
Phases keeping with the objective of moving audiences through stages of change.
Prioritize those “most ready for action”
Phases organized by introduction of products
Introduce new or improved services and tangible goods for a program plan over a period of time
Phases organized by pricing strategies
Price incentives used early to create attention and stimulate action, subsequent phases may rely on other elements of the marketing mix
Phases organized by distribution channels
Relying heavily on convenience of access might begin with implementing distribution channels that are the quickest, easiest, or least expensive to develop
Phases organized by messages
Works best when multiple campaign messages are needed to support a broad social marketing program
Phases organized by communication channels
Need to first reach broad audiences in a a very short time, then efforts may shift to prior audiences through more targeted communication channels
Phases organized by a variety of factors
Using a combination of phasing techniques is often realistic
Equity in phasing
Consider DEI during phasing… who receives the benefits of these interventions?
Sustainability tactics
Last-minute considerations that will keep the campaign visible and behaviour change messages prominent
Elements include:
Augmented product
Nonmonetary incentive
Place
Promotion
