Page 52 - Social Marketing for Public Health Global Trends and Success Stories

57977_CH01_final.qxd:Cheng 11/5/09 4:32 PM Page 25

Developing a Social Marketing Campaign: Step by Step 25

corporation donations. Only a final budget is presented in this section, which de-
lineates secured funding sources and reflects contributions from partners.

Step 10: Complete the Plan for Campaign Implementation
and Management
At this last step, the planning for a social marketing campaign is wrapped up with
specifics on who will do what, with how much, and when. In a nutshell, an implemen-
tation and management plan is aimed at transforming marketing strategies into spe-
cific actions for those who are involved in the campaign. It functions like a concise
working document to share and track planned efforts. So, to some, this section of the
planning is the “real” social marketing plan or even a “stand-alone” piece that they will
share internally. More often than not, a social marketing plan is for a minimum of one
year of activities; ideally, it can be designed for a two- or three-year time span. (For a
quick summary of the 10 steps, please see Box 1-1.)

BOX 1-1 Social Marketing Planning: A Summary Outline

Executive Summary
Brief summary highlighting campaign stakeholders, background, purpose,
target audience, marketing objectives and goals, desired positioning,
marketing mix strategies (4Ps), and evaluation plans, budgets, and
implementation plans.
1.0 Background, Purpose, and Focus
Who are sponsors? Why are they doing this? What social issue and
population will the plan focus on, and why?
2.0 Situation Analysis
2.1 SWOT: organizational strengths and weaknesses and environmental
opportunities and threats
2.2 Literature review and environmental scan of programs focusing on
similar efforts: activities and lessons learned
3.0 Target Audience Profile (see Note 1 regarding alternative
terminology)
3.1 Demographics, psychographics, geographics, relevant behaviors,
social networks, community assets, and stage of change
3.2 Size of target audience
(continues)