Chapter 2 - 10-step Strategic Planning Model Flashcards
Stages of Social marketing planning
Scope
Plan research
Situation analysis
Asset map
Plan evaluation
Develop intervention
Implement intervention
Evaluate
Follow up
What social marketing planning does
Brief summary highlighting the social issue a plan is intended to impact, its purpose, focus, prio audience, major marketing obj and goals, desired positioning, marketing mix strategies, eval, budget, implementation plans
10 Steps
Social issue, DEI considerations, organizations, background, purpose, focus
Situation analysis (SWOT)
Priority audience
Behaviour objectives and target goals
Priority audience barriers, benefits, motivators, competition, influential others
Positioning statement
Marketing intervention mix
Plan for monitoring and evaluation
Budget
Plan for implementation and sustaining behaviours
Step 1 - Describe social issue, DEI considerations, background, purpose, and focus
Social issue intended to impact
DEI considerations relevant to the social issue being addressed
Organizations involved in developing and implementing plan
Background information leading to the development of this plan
Purpose of this effort, relative to the social issue
Plan focus, approach that will be used to contribute to the purpose
Scoping a problem
Understand the behavioural problem through secondary research. Define the behavioural problem and the goals of intervention (use SMART objectives)
Step 2- Conduct a Situation Analysis (SA)
SWOT analysis
Key learnings from a review of similar prior efforts and additional exploratory market research
3 Classic marketing planning frameworks
APIC (analysis, planning, implementation, control)
SOSTTMMMM (SA, objectives, strategy, targets, tactics, men, money, minutes, ?)
SOSTAC (SA, objectives, strategy, tactics, action, control)
Step 3 - Select Priority Audience
Describe audiences using 3 characteristics:
- Segmenting the marketing in similar groups
- Evaluating segments based on criteria
- Determining desired behaviour
Step 4 - Set Behaviour Objectives and Goals
Behaviour objectives
Knowledge objectives
Belief objectives
SMART goals
SMART objectives
Specific
Measurable
Achievable
Realistic
Time-bound
Step 5 - Identify Priority Audience Insights
Perceived barriers and costs to adopting desired behaviour
Desired benefits for prio audience
Strategies to motivate prio audience
Competing behaviours
Influential others
Barriers to effective communication (CIA)
Channel overload (too many messages)
Information overload (too much information)
Attention span
Asset mapping
Identifying and documenting the strengths, skills, resources, and positive elements within a community (stakeholders, partnerships, etc)
Partnership development (2 types)
Co-creation (legitimacy to an intervention)
Building relationships (sponsorships, spokespeople)
Step 6 - Develop Positioning Statement
How the priority audience would see the desired behaviour
Step 7 - Develop Strategic Marketing Intervention Mix
The 4Ps
Core, actual, augmented product
Monetary and nonmonetary incentives and disincentives
Where and when the behaviour will be performed (eg: drink and drive signs at the bar)
Distribution channels
Persuasive communication strategies (key messages, messengers, creative elements, communication channels)
Additional Ps
Pilot (an implementation strategy)
Partners (potential messengers)
Prompts (potential services)
Policy makers (priority audience)
The 4Ps in social marketing terminology
Product = Social propositions
Promotion = Social communication
Price = Cost of involvement
Place = Accessibility
Step 8 - Develop Evaluation Plan
Measures used to evaluate success of an effort
Baseline data
Quantifiable
Control group
Soft evaluation
Contingency plan
A course of action designed to help an organization respond effectively to a significant future incident that may occur
4 measures included in an evaluation plan (IOOI)
Input measures: resources contributed
Output measures: activities
Outcome measures: audience responses
Impact measures: contributions to the purpose
Step 9 - Establish Budget and Funding
The process:
- Summarize funding requirements
- Necessary revisions
- Final budget
Step 10 - Complete Implementation Plan
Who will do what, when, for how much - including partners and their roles
Spiral planning
Each step should be considered a draft and flexible for change based on other steps
Core product
Consists of benefits the prio audience values that they believe they will experience as a result of acting and that you will highlight
Actual product
Describes in more detail, the features of desired behaviour and any goods and services that will support the desired behaviour
Augmented product
Refers to any additional goods/services that you will include in your offer that will be promoted to the prio audience
