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Developing a Social Marketing Campaign: Step by Step 27

BOX 1-1 Social Marketing Planning (continued)

7.4 Promotion: persuasive communications highlighting product benefits
and features, fair price, and ease of access
Messages
Messengers
Creative/executional strategy
Media channels and promotional items
8.0 Plan for Monitoring and Evaluation
Purpose and audience for monitoring and evaluation
What will be measured: inputs, outputs, outcomes (from Steps 4 and
6) and impact
How and when measures will be taken
9.0 Budget
9.1 Costs for implementing marketing plan, including additional research
and monitoring/evaluation plan
9.2 Any anticipated incremental revenues, cost savings, and/or partner
contributions
10.0 Plan for Campaign Implementation and Management
Who will do what, when—including partners and their roles
Special Notes:
1. Alternative terms include target market (a traditional term), priority market,
and priority audience.
2. The process is an iterative one. For example, you may need to revise
objectives and goals after hearing of barriers and benefits in Step 5, or
promotional ideas based on final budget realities in Step 9.
3. A separate plan will be needed for each target audience, even though it is
part of one campaign.
4. Research will be needed to develop most steps, especially formative
research for Steps 2–6 and pretesting for finalizing Step 7.

Source: Developed 2008 by Philip Kotler and Nancy Lee, with input and review by
Alan Andreasen, Carol Bryant, Craig Lefebvre, Bob Marshall, Mike Newton-Ward,
Michael Rothschild, and Bill Smith.