Chapter 2 - 10-step Strategic Planning Model

Question 1

Stages of Social marketing planning

Answer 1

Scope
Plan research
Situation analysis
Asset map
Plan evaluation
Develop intervention
Implement intervention
Evaluate
Follow up

Question 2

What social marketing planning does

Answer 2

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

Question 3

10 Steps

Answer 3

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

Question 4

Step 1 - Describe social issue, DEI considerations, background, purpose, and focus

Answer 4

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

Question 5

Scoping a problem

Answer 5

Understand the behavioural problem through secondary research. Define the behavioural problem and the goals of intervention (use SMART objectives)

Question 6

Step 2- Conduct a Situation Analysis (SA)

Answer 6

SWOT analysis
Key learnings from a review of similar prior efforts and additional exploratory market research

Question 7

3 Classic marketing planning frameworks

Answer 7

APIC (analysis, planning, implementation, control)
SOSTTMMMM (SA, objectives, strategy, targets, tactics, men, money, minutes, ?)
SOSTAC (SA, objectives, strategy, tactics, action, control)

Question 8

Step 3 - Select Priority Audience

Answer 8

Describe audiences using 3 characteristics:
- Segmenting the marketing in similar groups
- Evaluating segments based on criteria
- Determining desired behaviour

Question 9

Step 4 - Set Behaviour Objectives and Goals

Answer 9

Behaviour objectives
Knowledge objectives
Belief objectives
SMART goals

Question 10

SMART objectives

Answer 10

Specific
Measurable
Achievable
Realistic
Time-bound

Question 11

Step 5 - Identify Priority Audience Insights

Answer 11

Perceived barriers and costs to adopting desired behaviour
Desired benefits for prio audience
Strategies to motivate prio audience
Competing behaviours
Influential others

Question 12

Barriers to effective communication (CIA)

Answer 12

Channel overload (too many messages)
Information overload (too much information)
Attention span

Question 13

Asset mapping

Answer 13

Identifying and documenting the strengths, skills, resources, and positive elements within a community (stakeholders, partnerships, etc)

Question 14

Partnership development (2 types)

Answer 14

Co-creation (legitimacy to an intervention)
Building relationships (sponsorships, spokespeople)

Question 15

Step 6 - Develop Positioning Statement

Answer 15

How the priority audience would see the desired behaviour

Question 16

Step 7 - Develop Strategic Marketing Intervention Mix

Answer 16

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)

Question 17

Additional Ps

Answer 17

Pilot (an implementation strategy)
Partners (potential messengers)
Prompts (potential services)
Policy makers (priority audience)

Question 18

The 4Ps in social marketing terminology

Answer 18

Product = Social propositions
Promotion = Social communication
Price = Cost of involvement
Place = Accessibility

Question 19

Step 8 - Develop Evaluation Plan

Answer 19

Measures used to evaluate success of an effort

Question 20

Baseline data

Answer 20

Quantifiable
Control group
Soft evaluation

Question 21

Contingency plan

Answer 21

A course of action designed to help an organization respond effectively to a significant future incident that may occur

Question 22

4 measures included in an evaluation plan (IOOI)

Answer 22

Input measures: resources contributed
Output measures: activities
Outcome measures: audience responses
Impact measures: contributions to the purpose

Question 23

Step 9 - Establish Budget and Funding

Answer 23

The process:
- Summarize funding requirements
- Necessary revisions
- Final budget

Question 24

Step 10 - Complete Implementation Plan

Answer 24

Who will do what, when, for how much - including partners and their roles

Question 25

Spiral planning

Answer 25

Each step should be considered a draft and flexible for change based on other steps

Question 26

Core product

Answer 26

Consists of benefits the prio audience values that they believe they will experience as a result of acting and that you will highlight

Question 27

Actual product

Answer 27

Describes in more detail, the features of desired behaviour and any goods and services that will support the desired behaviour

Question 28

Augmented product

Answer 28

Refers to any additional goods/services that you will include in your offer that will be promoted to the prio audience