Social Marketing Planning Worksheets

Transcription

1 Social Marketing Planning Worksheets From Appendix A: Social Marketing: Influencing Behaviors for Good Philip Kotler and Nancy R. Lee SAGE

2 STEP 1: PROVIDE BACKGROUND, PURPOSE AND FOCUS FOR PLAN 1.1 Summarize key background information leading to the development of this plan. (e.g., Increased Rates of Teen Pregnancies, Decreased Salmon Populations) 1.2 What is the campaign purpose, the intended impact (benefit)? (e.g., Reduced Teen Pregnancies, Protection of Salmon Habitats) 1.3 What is the campaign focus? (e.g., Teen Abstinence, Residential Gardening Practices) REFER TO CHAPTER 5 FOR DETAILED DESCRIPTIONS OF PROCESS 2

3 STEP 2: CONDUCT A SITUATION ANALYSIS Internal Factors 2.1 What internal strengths will your plan maximize? (e.g., resources, expertise, management support, internal publics, current alliances and partnerships, distribution channels) 2.2 What internal weaknesses will your plan minimize? (e.g., resources, expertise, management support, internal publics, current alliances and partnerships, distribution channels) External Forces 2.3 What external opportunities will your plan take advantage of? (e.g., external publics and cultural, technological, demographic, natural, economic, and political/legal forces) 2.4 What external threats will you plan prepare for? (e.g., external publics and cultural, technological, demographic, natural, economic, and political/legal forces) Prior and Similar Efforts 2.5 What findings from prior and similar efforts are noteworthy, those of yours or others? REFER TO CHAPTER 5 FOR DETAILED DESCRIPTIONS OF PROCESS 3

4 STEP 3: SELECT TARGET AUDIENCES 3.1 Describe the primary target audiences for your program/campaign in terms of size, problem incidence and severity, and relevant variables, including demographics, psychographics, geographics, behaviors, and/or stages of change: 3.2 If you have additional important target audiences that you will need to influence as well, describe them here. REFER TO CHAPTER 6 FOR DETAILED DESCRIPTIONS OF PROCESS 4

5 STEP 4: SET OBJECTIVES AND GOALS Objectives 4.1 Behavior Objective: What, very specifically, do you want to influence your target audience to do as a result of this campaign or project? 4.2 Knowledge Objective: Is there anything you need them to know, in order to act? 4.3 Belief Objective: Is there anything you need them to believe, in order to act? Goals 4.4 What quantifiable, measurable goals are you targeting? Ideally, these are stated in terms of behavior change. Other potential targeted goals are ones for campaign awareness, recall and/or response, and changes in knowledge, belief, or behavior intent levels. REFER TO CHAPTER 7 FOR DETAILED DESCRIPTIONS OF PROCESS 5

6 STEP 5: ANALYZE TARGET AUDIENCES AND THE COMPETITION Barriers 5.1 Make a list of barriers your audience may have to adopting the desired behavior. These may be physical, psychological, skills, knowledge, awareness, attitudes, and so on. Benefits 5.2 What are the key benefits your target audience will be motivated by? Competition 5.3 What are the major competing alternative behaviors? 5.4 What benefits do your audiences associate with these behaviors? 5.5 What costs do your audiences associate with these behaviors? REFER TO CHAPTER 8 FOR DETAILED DESCRIPTIONS OF PROCESS 6

7 Positioning Statement STEP 6: CRAFTING A DESIRED POSITIONING 6.1 Write a statement similar to the following, filling in the blanks. We want [TARGET AUDIENCE] to see [DESIRED BEHAVIOR] as [DESCRIPTIVE PHRASE] and as more important and beneficial than [COMPETITION]. REFER TO CHAPTER 9 FOR DETAILED DESCRIPTIONS OF PROCESS 7

8 STEP 7: DEVELOP MARKETING STRATEGIES Product: Design the Product Platform What is the core product, the major perceived benefit, your target audience wants from performing the behavior that you will highlight? (Choose one or a few from those identified in 5.2) What is the actual product, the features/name for the desired behavior? (Refer back to your behavior objective in 3.1 and refine/finalize here.) Relative to the augmented product (tangible objects and services): Are there any new tangible objects that will be included in program and campaign efforts? Are there any improvements that need to be made to existing tangible objects? Are there any new services that will be included in program and campaign efforts? Are there any improvements that need to be made to existing services? REFER TO CHAPTER 10 FOR DETAILED DESCRIPTIONS OF PROCESS 8

9 7.2 Price: Fees & Monetary Incentives & Disincentives If you will be including tangible objects and services in your campaign, what, if anything, will the target audience have to pay for them? Will there be any monetary incentives for target markets (e.g., coupons, rebates)? Will there be any monetary disincentives you will highlight (e.g., fines, increased taxes)? Will you use any nonmonetary incentives (e.g., recognition, reward)? Will you use any nonmonetary disincentives (e.g., negative visibility)? REFER TO CHAPTER 11 FOR DETAILED DESCRIPTIONS OF PROCESS 9

10 7.3 Place: Making Access Convenient As you determine each of the following, look for ways to make locations closer and more appealing, to extend hours, and to be there at the point of decision making Where will you encourage and support your target audience to perform the desired behavior and when? Where and when will the target market acquire any related tangible objects? Where and when will the target market acquire any associated services? Are there any groups or individuals in the distribution channel that you will target to support efforts? REFER TO CHAPTER 12 FOR DETAILED DESCRIPTIONS OF PROCESS 10

11 7.4 PROMOTION: What Will You Say, Who Will Say It, How, And Where? Messages What key messages do you want your campaign to communicate to target audiences? Messengers Who will deliver the messages and/or be the perceived sponsor? Creative Strategy Summarize, describe, or highlight elements such as logo, taglines, copy, visuals, colors, script, actors, scenes, and sounds in broadcast media. Communication Channels What communication channels will you use? REFER TO CHAPTERS 13 AND 14 FOR DETAILED DESCRIPTIONS OF PROCESS 11

12 STEP 8: DEVELOP A PLAN FOR EVALUATION AND MONITORING 8.1 What is the purpose of this evaluation? Why are you doing it? 8.2 Who is the evaluation being conducted for? Who will you present it to? 8.3 What goals from Step 4 will be measured? 8.4 What techniques and methodologies will be used to conduct these measures? 8.5 When will these measurements be taken? 8.6 How will measurements be reported and to whom? REFER TO CHAPTER 15 FOR DETAILED DESCRIPTIONS OF PROCESS 12

13 STEP 9: DETERMINE BUDGETS AND FIND FUNDING SOURCES 9.1 What costs will be associated with product-related strategies? 9.2 What costs will be associated with price-related strategies? 9.3 What costs will be associated with place-related strategies? 9.4 What costs will be associated with promotion-related strategies? 9.5 What costs will be associated with evaluation-related strategies? 9.6 If costs exceed currently available funds, what potential additional funding sources can be explored? REFER TO CHAPTER 16 FOR DETAILED DESCRIPTIONS OF PROCESS 13

14 STEP 10: COMPLETE AN IMPLEMENTATION PLAN 10.1 Will there be phases to the campaign? How will they be organized (i.e., by market, objectives, activities)? 10.2 For each phase, what will be done, who will be responsible, when will it be done, and for how much? REFER TO CHAPTER 17 FOR DETAILED DESCRIPTIONS OF PROCESS 14

15 WORKSHEET FOR USING THE 4 PS TO OVERCOME BARRIERS AND INCREASE BENEFITS Desired Behavior: Target Audience: PERCEIVED BARRIERS TO DESIRED BEHAVIORS STRATEGIES USING THE 4PS TO OVERCOME BARRIERS AND INCREASE BENEFITS PRODUCT PRICE PLACE PROMOTION Example: To quitting smoking, a barrier would be I ve tried and it s too hard. Quit Line Milestone Recognition 24 hour a day counselor (Including use of prompts, commitments, recognition, norms) Physician mentions QuitLine I don t know where to park at the market. CASE EXAMPLE: FARMERS MARKET COUPONS FOR WIC CLIENTS USING THE 4PS TO OVERCOME BARRIERS BARRIERS PRODUCT PRICE PLACE PROMOTION Print places to park on Have staff visit market so map on new coupon can describe parking folder. I m embarrassed around other shoppers when using coupons and vendors seem a little irritated with the coupons. It s difficult to find signs that qualify farmers for WIC coupons. Sometimes they are below the tables and can t be seen. I m concerned with not getting change back from $2 coupons. It s Use mystery shoppers (even WIC staff) to evaluate service. Consider feasibility of a scan card vs. coupons. Reduce size of coupons to $1 Provide poles for Farmers to use to display a sign that can be seen above the crowds. Have WIC signs be the 5 A Day sign instead of the WIC coupons accepted here. 15

16 such a waste versus $2. I lose the checks or forget where I put them. I m afraid of what WIC counselors will think if I decline the coupons. I don t know what some of the fruits and vegetables are that I saw last time (i.e. kohlrabi) Create a folder for checks, as opposed to loose, similar to airline ticket folder. Offer cooking classes and provide recipes Offer clients with hesitation or barriers a half pack of coupons. Use dedicated white board in clinic to describe what s in season. I don t know how to cook some of the fruits and vegetables. I don t have transportation. I don t really like vegetables. I don t know where the market is. I work and can t get there during the week and on weekends I m too busy. I don t know what s in season so don t know what I ll find at the market. I m concerned with returning checks that I didn t use, but I feel badly just keeping them when someone else could use them. I can t use all these checks in one visit and then it takes too much to get back to the market. Offer cooking classes and provide recipes. Offer cooking classes and recipes. Print places to park on map on new coupon folder. Offer the half pack Allow to return unused checks, no questions asked. Allow return of unused checks, no questions Organize carpools from the clinic office. Recruit interested farmers to deliver items to the clinic. Recruit interested farmers to deliver select items to clinic. Have staff visit the market so can describe where to park. Use dedicated white board in clinic to describe what s in season. 16