Chapter 5 - Steps 1: Social Issue, DEI Considerations, Purpose, Focus

Question 1

Social issue, DEI considerations, and background (3 steps)

Answer 1

Identify the social issue
Identify the organization involved
Present the information on the problem

Question 2

What is the purpose?

Answer 2

Unlike goals and objectives, campaign purposes are the ultimate impact (benefit) that will be realized if the prio audience performs desired behaviours

eg: decrease spread of COVID19

Question 3

Purpose statement

Answer 3

Will lead to different focuses

eg: Decrease teen pregnancies = focuses of condoms, birth control pills, sex talks

Question 4

The focus of a social marketing campaign

Answer 4

Selected to narrow the scope of the plan
Decision making process:
- Brainstorming the focus
- Focus may be recent or already used

Question 5

Criteria to determine a focus (BMOFI)

Answer 5

Behaviour change potential
Market supply: is this area of focus already being addressed adequately in this way by other organizations and campaigns?
Organizational match: is this a good match for the sponsoring organization? Is it consistent with its mission and culture?
Funding sources and appeal: which focus area has the greatest funding potential?
Impact of focus

Question 6

Examples for choosing and rationalizing focus for campaign

Answer 6

Campaign purpose: decrease drinking and driving

Selected focus of designated drivers because of:
opportunities to work with restaurants and bars, familiarity with brand, little recent promotion in past several years