Chapter 7 - Step 4: Behaviour Obj & Target Goals Flashcards
Three objectives associated with social marketing campaigns (BKB)
Behaviour (what you want target audience to do)
Knowledge (what you want your target audience to know)
Belief (what you want your audience to believe/feel)
eg: focus - texting while driving
Campaign obj of:
Behaviour - to wait until you stop to text
Knowledge - to know the % of traffic crashes involving texting while driving
Belief - believe that texting while driving is a significant distraction
Behaviour objectives (5 criteria from Doug McKenzie-Mohr’s framework IWMMM)
Impact
Willingness
Measurability
Market opportunity
Market supply
Knowledge objectives
Related to stats, facts, and other info and skills your prio audience would find motivating/important
eg: stats on risks associated with current behaviour
Belief objectives
Related to attitudes, opinions, feelings, or values held by the priority audience
eg: they will be able to successfully perform desired behaviour
Target goals
Establish a desired level of behaviour change because of program efforts. Should be a SMART goal
eg: reduce obesity rates
Behaviour = increase % of men aged 20-25 from 15% working out to 30% working out in x years
Knowledge = increase the % of same prio audience to understand benefits of working out by 20% in x time
Belief = Increase the % of same prio audience to believe working out reduces obesity rates from 20% to 30% in x time
Non-divisible behaviour
One that can not be further divided into more specific behaviours
Pilots to set goals
Piloting often used to identify and address problems prior to campaign rollout or to test various strategies and determine the most efficient
Alternatives for goal setting behaviours
When baseline data is unavailable, target goals can be established for:
Campaign awareness
Levels of knowledge
Acceptance of a belief
Response to a campaign
Intent to change behaviour
Campaign process
Influencing an audience currently engaged in a behaviour to use WoM and share benefits
