Excellent Educational Programs

SOCIAL
MARKETING
SESSION 4: SOCIAL MARKETING PROCESS
AND PLANNING
Session 4 Objectives
Understanding the social marketing process
◦ Situation analysis
◦ Goals, objectives
◦ Action plan
◦ Monitoring and evaluation

Apprehend the marketing plan and the marketing mix

◦ The plan outline
◦ 4 “traditional” P’s
◦ 4 new P’s
 Social marketing process
PROBLEM
PROBLEM IDENT.
IDENT.
AND
AND FOCUS
FOCUS
SITUATION
SITUATION
ANALYSIS
ANALYSIS
GOALS
GOALS &&
OBJECTIVES
OBJECTIVES
STRATEGY
STRATEGY &
&
PLANNING
PLANNING
IMPLEMENTATION
IMPLEMENTATION
&& EVALUATION
EVALUATION
Problem identification and focus

Why are we doing this  Cause

 What is going on?
 What are current and potential impacts?
 What are potential benefits if the problem is solved?

Why are Where would How do How to

Where are keep
we doing We want we do to
we now? going?
this? to be? get there?
Situation analysis
Where are we now?
Background analysis and environment scanning
Review prior works and efforts
 SWOT analysis

Where would How do How to

Why are we Where are keep
We want we do to
doing this? we now? going?
to be? get there?
Goals and objectives setting

Where would we want to be?

Selection of target audience
Establishing goals and objectives

Where would How do How to

Why are we Where are keep
We want we do to
doing this? we now? going?
to be? get there?
 Strategy and plan
How to get there?
Product Publics
Research target audience and the competition Price Policy
Place Partnership
Adopt a strategy to influence the change Promotion Purse
Select a value proposition (positioning)
 Create an integrated plan of action

Why are Where would How to

Where are How to get keep
we doing We want
we now? there? going?
this? to be?
Monitoring and control
How to keep going?
 Budgeting
 Agenda for implementation
 To INITIATE the change (new behavior)
 To MAINTAIN so as to have a new habit

 Plan for control and evaluation

Why are Where would How do How to
Where are keep
we doing We want we do to
we now? going?
this? to be? get there?
0. EXECUTIVE SUMMARY:
Brief summary highlighting the plan’s purpose, target audiences,
major marketing objectives and goals, desired positioning,
marketing mix strategies (4Ps), and evaluation, budget, and
implementation plans
1. BACKGROUND, PURPOSE & FOCUS
What social issue is this plan intended to impact (e.g., water
quality)? On what population (e.g., single-family homes) and/or
solution (e.g., natural yard care) will we focus? Why? Who is the
sponsor?
2. SITUATION ANALYSIS
2.1 SWOT: organizational Strengths and Weaknesses and environmental
Opportunities and Threats
2.2 Key learnings from a review of similar prior efforts and
additional exploratory market research
3. TARGET AUDIENCE
3.1 Descriptions of priority target audience(s), including
demographics, geographic, readiness to change, relevant behaviors,
values and lifestyle, social networks, and community assets relative to
the plan’s purpose and focus
3.2 Market research findings providing a rationale for targeted
audiences, including factors such as size, problem incidence, problem
severity, defensiveness, reachability, potential responsiveness to
marketing mix elements, incremental costs, and organizational match,
relative to the plan’s purpose and area of focus
4. BEHAVIOR OBJECTIVES & GOALS
4.1 Behaviors that target audience(s) will be influenced to
adopt (e.g., planting native plants), ones that are single and
simple with lowest current penetration, highest willingness,
and most potential impact
4.2 SMART (Specific, Measurable, Achievable, Relevant, Time-
bound) goals quantifying desired behavior outcomes as well
as changes in knowledge, beliefs, and behavior intent
5. TARGET AUDIENCE BARRIERS, BENEFITS, THE COMPETITION &
INFLUENTIALS OTHERS
5.1 Perceived barriers and costs associated with
adopting the desired behavior
5.2 Potential unique and meaningful benefits that will help
influence and sustain targeted behaviors
5.3 Competing behaviors/forces/choices
5.4 Influence of importance to others
6. POSITIONING STATEMENT
How we want the target audience to see the targeted
behavior, highlighting unique benefits and the value
proposition
7. MARKETING MIX STRATEGY:
8. BUDGET
7.1 Product: Benefits from performing behaviors and features of
goods or services offered to assist adoption Core product: Audience- 9.1 Costs of implementing the marketing plan, including additional
desired benefits promised in exchange for performing the behavior research and monitoring/evaluation plan
Actual product: Features of any goods or services offered/promoted
Augmented product: Additional goods and services to help perform 9.2 Any anticipated incremental revenues, cost savings, or partner
the behavior or increase appeal contributions
7.2 Price: Costs that will be associated with adopting the behavior
and price-related tactics to reduce costs Costs: money, time, physical 9. PLAN FOR IMPLEMENTATION AND PROGRAM MANAGEMENT
effort, psychological, lack of pleasure Price-related tactics: Monetary
incentives Nonmonetary incentives Monetary disincentives Who
Nonmonetary disincentives
7.3 Place: Convenient access Creating convenient opportunities for will do what,
audience(s) to engage in the targeted behaviors and/or access
products and services, including developing partnerships for when—including partners and their roles
distribution channels and reinforcing desired behaviors
7.4 Promotion: Persuasive communications highlighting benefits, 10. PLAN FOR MONITORING AND EVALUATION
features, fair price, and ease of access Decisions regarding 8.1 Purpose and audience for monitoring progress and evaluating
messages, messengers, creative strategies, and media channels final results
Consideration of incorporating prompts for sustainability
8.2 What will be measured: inputs, outputs, outcomes (from Step
7.5 People and public participation 4), and (potentially) impact and return on investment (ROI)
7.6 Partnership 8.3 How and when measures will be taken
7.7 Policy
7.8 Purse string
Marketing Mix in Social Marketing
Product Public
Price Partnership
Placement Policy
Promotion Purse

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Marketing Mix- Product
Not necessarily a physical offering.
Can range from intangible to actual physical products, services
(Human rights violation), practices (Cancer awareness) or more
intangible ideas (Environmental protection).
To have a viable “product”, the target segment must first perceive
a genuine problem or a need, and that the product or service being
marketed is a good solution for that problem.

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Marketing Mix- Price
Refers to what the consumer must do or pay (in terms of financial,
physical effort time or any other resource) in order to obtain the
social marketing product or service.
Just like product marketing, if the costs outweigh the benefits for
an individual, the perceived value of the offering will be low and it
will be unlikely to be adopted, but if the benefits are perceived as
greater than their costs, chances of trial and adoption of the
product is much greater.

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Marketing Mix- Place
Describes the way that the product reaches the consumer.
For a tangible product, this refers to the distribution system--
including the warehouse, trucks, sales force, retail outlets where it
is sold, or places where it is given out for free.
For an intangible product, place is less clear-cut, but refers to
decisions about the channels through which consumers are
reached with information or training.

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Marketing Mix- Promotion
Use of extensive market research is necessary to determine the
communication channels that will best reach your audience for
easy adoption of the products or services.
It becomes crucial to understand which advertising or public
relations media would play a greater role (e.g., radio, newspaper,
postcard racks) since that will vary depending on the
product/service and also on the target segment.

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Marketing Mix- Public (people)
Marketers would have different audiences that their program has
to address in order to accelerate adoption of the products and
ideas.
“Public” could be both the external and internal groups.

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Marketing Mix- Partnership
Lifestyle and Social issues are often so ingrained into the
consumer that change becomes a real challenge.
Teaming up with organizations in the community helps to be
effective.
Co-creation of market even with a competitor is sometimes
necessary.

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Marketing Mix- Policy
Social marketing campaigns could do well in stimulating individual
behavior change, but for sustainability, environmental change is
necessary.
Thus policy changes from the government is often important and
so is pitching your product and/or service to the policy makers
crucial for the sustainability of your campaign.

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Marketing Mix- Purse
Most social marketing campaigns operate through funds provided
by sources such as NGOs, foundations, governmental grants,
private donations and CSR funds.
This adds another dimension to the strategy development and
sustainability of campaigns, namely, planning the funding process
well in advance in different stages of the program.

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 Example of a social marketing mix
“We want adolescence aged 13-18 to see that eating five servings of fruits and
vegetables a day is healthy and more beneficial than eating ‘junk food’.”

Behaviors such as eating 5 servings of fruits and veggies a day, or

 Product: choosing an apple instead of a snickers as a snack, creating an
interactive app with incentives for teens to play

 Price: Costs- cost of healthy food, loss of pleasure from ‘junk food’, cost
of an app. Benefits- feel better, healthy food actually taste good,
app: coupons, push-notifications, recipes
 Place: Websites, billboards at school, posters at grocery store locations,
anywhere with wifi or mobile data access

 Promotion: Media channels, community outreach, collaborating with grocery

stores to provide coupons/specials at their store, posters,
logo/slogan
 Example of Marketing Mix Strategy
“We want adolescence aged 13-18 to see that eating five servings of fruits and
vegetables a day is healthy and more beneficial than eating ‘junk food’.”

Internal public: members of the organization, volunteers

 Public:
External public: media, school administrators and teachers

 Partnership: Organizations targeting adolescents, such as Youth

Association, UNICEF, English language centers…

 Policy: Regulation on food labelling, food advertisement,

Required nutritional information on packaged food
 Purse string:
Expected cost and revenue forecast, call for sponsorship
from pubic and private funds