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The TwentyStrategic Social Marketing Questions©
To ask when developing a Social Marketing programme
Professor Jeff French
PhD, MBA, MSc, Dip HE, BA, Cert.Ed
Strategic Social Marketing Ltd
–
marketing.org
The following list of questions should be used in the scoping phase of a socialmarketing programme. The questions aid an initial exploration many of thefundamental intensions of the programme that will need to be clarified. They questionscan and should be revisited as the programme develops in response to learning andevaluation. The answers to these questions will help develop a clear descriptor of theproject focus and purpose and will help to guide the development of specifications forspecific research, intervention and evaluation elements of the programme.
1. What is the social challenge to be addressed?2. Why has this challenge been identified as a priority?3. Who precisely is the target audience or audiences? (Primary , Secondaryand Tertiary audiences)4. How will or could the target audience/s be segmented?5. What is the specific behavioural objective/s? (SMART objective)6. What will be the key benefit for each audience if they adopt the proposedbehaviour and / or what will be the cost (The exchange)7. What are the causes, direct and indirect of the behaviour what is beingoffered? (Competition, risk factors and risk conditions analysis)8. What are the protective forces that encourage or enable the desiredbehaviour?9. What research evidence about effective interventions do you have or needto be gathered?10. What do you know about the knowledge, attitudes, beliefs and behaviourof the target audience/s? Specifically:
(See Annex 1 for supplementaryquestions)
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11. What theory has been used or could be used to help understand thechallenge and develop the programme? (Theory informed)12. What is known about the best time and place to reach the targetaudience/s?13. What conclusions and insights about how to intervene based on evidence,market research and theory have been formulated?14. What mix of interventions is indicated from the data, market research, andevidence reviews?15. What will be the process of developing and testing and selecting theintervention mix?16. Have community assets that could help with the programme been mappedand secured17. Has a budget been set or is it dependant on the development of abusiness case?18. Does the organisation have the resources, reach and authority to carry outthis strategy alone and if not, where could it find useful partners andstakeholders?19. Has an evaluation plan been developed capable of measuring: Short termchange (impact evaluation) the efficiency of interventions (process evaluation)and the desired behavioural shifts (outcome evaluation)?20. How could the learning from the programme been captured and shared?
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Annex one
Is the current behaviour seen as a problem or a benefit by the target audience,society?
How rewarding is the undesirable behaviour?
How costly is the current behaviour?
How complex is the behaviour, does it involve several elements or actions?
How frequently must the desired behaviour be performed. i.e. is it a one off action ordoes it need to be maintained?
How big a change is being sought, is it a major shift or a moderate change?
How compatible is the desired behaviour with the target audience's behaviour?
Are there major barriers to engaging with the desired behaviour?
What information does the audience need to perform the behaviour?
What skill does the audience need to perform the behaviour?
What resources does the audience need to perform the behaviour?
If the behaviour is desirable are there some members of the segment who alreadydoing the desired behaviour?
What are the
doer’s
characteristics?
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Recording Format
Name of OrganisationKey StaffContact detailsName of person completing the recordDate
1. What is the social challenge to be addressed?
2. Why has this challenge been identified as a priority?3. Who precisely is the target audience or audiences? (Customer focus andsegmentation what data exists
)
Primary audienceSecondary audienceTertiary audience
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