SOLUTION: Social Marketing Worksheet | My Assignment Tutor

Social Marketing Worksheet STEP 1: DESCRIBE THE SOCIAL ISSUE, ORGANIZATION(S), BACKGROUND, PURPOSE, AND FOCUS OF YOUR PLAN 1.1 Briefly identify the social issue, sometimes referred to as the “wicked problem,” your plan will be addressing (e.g., tobacco use, air pollution, water contamination, homelessness, literacy). 1.2 Identify any organizations that you would like to be involved in your efforts. 1.3 Summarize key background information leading to the development of this plan, ideally using reliable statistics (e.g., percent decrease in salmon populations). 1.4 What is the campaign purpose, the intended impact (e.g., reduced teen pregnancies, increased protection) 1.5 What is the campaign focus, the approach you will be using to contribute to your plan’s purpose (e.g., residential gardening practices)? Areas of focus may be solution-oriented (e.g., soft shore buffers), population-based (e.g., homes on streams), or product-related strategies (e.g., native plants). STEP 2: SITUATION ANALYSIS (Identify Two to Three Bullet Points for Each) Organizational Factors: Organizational Resources, Service Delivery Capabilities, Expertise, Management Support, Issue Priority, Internal Publics, Current Alliances and STEPnerships, Past Performance 2.1 What organizational strengths can your plan use to your advantage? 2.2 What organizational weaknesses will you try to minimize? External Forces: Cultural, Technological, Demographic, Natural, Economic, Political/Legal, External Publics 2.3 What environmental opportunities will you take advantage of? 2.4 What environmental threats will you prepare for? Prior and Similar Efforts 2.5 What prior and similar efforts are noteworthy? 2.6 What can you learn from those efforts? STEP 3: BEHAVIOR OBJECTIVES AND GOALS Objectives 3.1 Behavior Objectives: What do you want to influence your target audience to do as a result of this campaign or project (e.g., plant native plants)? 3.2 Knowledge Objectives: Is there anything people need to know to act (e.g., how to identify native plants at the nursery)? 3.3 Belief Objectives: Is there anything you need them to believe to act (e.g., native plants are beautiful and easy to maintain)? Goals 3.4 What quantifiable, measurable goals are you targeting? Ideally, these are behavior change (e.g., increase in sales of native plants). Other potential target goals are campaign awareness, recall, and/or response and changes in knowledge, belief, or behavior intent levels. STEP 4: IDENTIFY BARRIERS, BENEFITS, MOTIVATORS AND COMPETITION Barriers 4.1 Make a list of barriers your audience may have to adopting the desired behavior. These may be related to something, physical, psychological, economical, skills, knowledge, awareness, or attitudes. (Try for a list of 5 to 10.) Benefits 4.2 What are the key benefits your target audience wants in exchange for performing the behavior (e.g., a yard that’s easier to maintain and increased wildlife on their property)? This answers the question “What’s in it for me?” (Try for a list of 2 to 3.) Motivators 4.3 What does your target audience say will make it more likely that they would do the behavior? Ask them if there is something you can give them, say to them, or show them that would help them (e.g., an easy way to know which nurseries sell native plants and to identify plants at the nursery). Competition 4.4 What are the major competing alternative behaviors (e.g., planting nonnative plants)? 4.5 What benefits do your audiences associate with these behaviors (e.g., easier to find)? 4.6 What costs do your audiences associate with these behaviors (e.g., requires more fertilizing)? STEP 5: SELECT TARGET AUDIENCES AND INFLUENTIAL OTHERS 5.1 Describe one or two primary target audiences for your effort in terms of size, problem incidence, severity, and other relevant variables, including demographics, lifestyles, geographics, related behaviors, or readiness to act (e.g., homeowners on shoreline properties engaged in landscaping and interested in protecting the environment.): 5.2 If you have additional important audiences that you will need to influence as well, describe them here, to keep them in mind as you develop strategies. They may end up being messengers or distribution channels (e.g., garden centers and nurseries): Influential Others 5.3 For the desired behavior, who do your target audiences listen to, watch, or look up to? 5.4 What do you know about what these others are currently saying and doing about the desired behavior (e.g., staff at nurseries)? STEP 6: UNDERSTAND THE TARGET AND DEVELOP A POSITIONING STATEMENT Understand the Target 6.1 Explain the various costs to each target audience. 6.2 Explain the potential benefits to each target audience. Positioning Statement 6.3 Write a statement similar to the following, filling in the blanks (do this for each target): “We want [TARGET AUDIENCE] to see [DESIRED BEHAVIOR] as [ADJECTIVES, DESCRIPTIVE PHRASES, SET OF BENEFITS, OR HOW THIS BEHAVIOR IS BETTER THAN THE COMPETITION] (e.g., “We want shoreline property owners engaged in landscaping to see native plants as beautiful, easy to find, less hassle to maintain, and a way to protect water quality and wildlife habitats”).” STEP 7: DEVELOP PRODUCT STRATEGIES 7.1 Product: Creating the Product Platform 7.1 Core Product: What is 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 6.2.) 7.2 Actual Product: What, if any, tangible goods and services will you be offering and/or promoting (e.g., 100 native plants to choose from, fruits and vegetables, life vests, blood monitoring equipment, low-flow showerheads)? 7.3 Augmented Product: Are there any additional tangible goods or services that would assist your target audience in performing the behavior (e.g., workshop on designing a native plant garden)? STEP 8: DEVELOP PRICE STRATEGIES Price: Fees and Monetary and Nonmonetary Incentives and Disincentives 8.1 If you will be including tangible goods and services in your campaign, what, if anything, will the target audience have to pay for them (e.g., cost of native plants, life vests)? 8.2 Describe any monetary incentives for your target audience (e.g., coupons, rebates). 8.3 Describe any monetary disincentives you will highlight (e.g., fines, increased taxes, higher prices for competing products). 8.4 Describe any nonmonetary incentives (e.g., recognition, such as yard plaques). 8.5 Describe any nonmonetary disincentives (e.g., negative visibility, a website with photos of properties where migratory birds have disappeared). STEP 9: PLACE Develop the Place Strategy 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. 9.1 Where will you encourage and support your target audience to perform the desired behavior and when? 9.2 Where and when will the target audience acquire any related tangible goods? STEP 10: PROMOTION Decide on Messages, Messengers, Creative Strategies, and Communication Channels 10.1 Messages: What key messages do you want to communicate to your target audiences? 10.2 Messengers: Who will deliver the messages or be the perceived sponsor? Explain your choice. 10.3 Creative Strategies: Summarize, describe, or highlight elements such as logos, taglines, copy, visuals, colors, script, actors, scenes, and sounds in broadcast media. 10.4 Communication Channels: Where will your messages appear? Explain your thinking. STEP 11: DEVELOP A PLAN FOR MONITORING AND EVALUATION 11.1 What is the purpose of this evaluation? Why are you doing it? 11.2 For whom is the evaluation being conducted? To whom will you present it? 11.3 What inputs, outputs, outcomes, and impact will be measured? 11.4 What techniques and methodologies will be used to conduct each of these measurements? 11.5 When will these measurements be taken?