social marketing plan

Question 1

segmentation methods
DGPB

Answer 1

demographic - age, gender, income, education, occupation, marital status, ethnicity
geographic - region, country, urban or rural areas, city size
psychographic - lifestyle, values, beliefs, attitudes, interests, personality traits, and behaviour patterns
behavioural - actions, usage patterns, purchasing habits

Question 2

objectives

Answer 2

behaviour - by the end of the campaign period, increase the number of young people aged 16-24 who engage in regular offline social activities with peers by 20% compared to baseline date as measured by post campaign surveys

knowledge - within 6 months of launch, increase awareness among young people aged 16-24 about the impact of social media on mental health by 30%, as measured by pre and post campaign knowledge surveys and social media analytics

belief - by end of campaign, decrease the percentage of young people who believe that self worth is determined by social media presence by 25%, as measured by pre and post campaign belief surveys

Question 3

marketing mix

Answer 3

product - desired behaviour ie promoting regular physical activity
place - where can info be accessed?
info booths at schools for example
social networking messaging
price - can be monetary or non monetary
incentives or rewards for recycling programmes
promotion - advertising campaigns tv, radio
influencers or community leaders