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CCR&R Part Two (Planning)
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CCR&R Part Two (Planning)


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  • 1. The Planning Process Th e step -by-s te p to creati ng a so ci a l m a rk et ing cam p a ig n
  • 2. The Importance of Planning Provide a foundation for campaign activities Enable meaningful results - not just boxes of material
  • 3. Formative Research Situation Organization Audience
  • 4. Situation Analysis The Public Environment Competitive Analysis The Macroenvironment Demographics Economic Technological Political Social
  • 5. SWOT Strengths Weaknesses Opportunities Threats
  • 6. VERB: It’s What You Do Overview
  • 7. Audience Identification Problem Recognition Active, Aware, Latent Constraint Recognition Level of Involvement
  • 8. Verb: The ‘Tweens ‘Tweens: Ages 9 - 13 Overview Weakening of the safety net of parental love and support A new & previously unknown pressure to perform and succeed Dramatically increased media freedom 10% are overweight 16% at risk Less than 30% eat enough fruits/veggies Only 1% tweens/teens meet nat’l recommendations for food intake
  • 9. Great Goals What impact or change do you want to happen? Who will you serve or influence by doing this?
  • 10. Outstanding Objectives Help set priorities Establish outcomes Objectives should be: Achievable Specific to the change desired, the population to be affected and the time period for change Measurable Prioritized
  • 11. VERB Objectives Increase knowledge & improve attitudes & beliefs about tweens’ regular participation in physical activity Increase parental and influencer support and encouragement of tweens’ participation in physical activity
  • 12. Smart Strategies Provides the general direction you’ll take to reach your audience. Includes key messages
  • 13. Terrific Tactics Tactics are the “doing” of your plan. Communication channels Activities (events, programs)
  • 14. Interactivity Grid of Non- Communication Tactics interactive movie VNR billboard PSA affinity portal news release brochure feature story pitch letter Op-Ed press kit speech Highly web site letter to editor Interactive e-mail newsletter company handwritten note phone call media tour magazine one-on-one Personal Mass highly personal/ segmented mass-produced interactive moderate interactive mass media
  • 15. VERB Tactics For Tweens Yellow Ball For Parents/Teachers Time mini-magazines Tip sheets Brochures for active families
  • 16. Excellent Evaluation Why Evaluation is Important: Justify the program Evidence of success or need for additional resources Increase organizational understanding of & support for marketing
  • 17. Evaluation on a Shoestring Observation Use of existing systems Phone call tracking Questionnaires at training sessions Qualitative: interviews, focus group
  • 18. VERB Evaluation Surveyed 6,000 youth & their parents in 2002 Surveyed the same 6,000 in 2003 34% increase in weekly free-time physical activity sessions (8.6 million) 6 million lower-income households increased free-time activity by 25%
  • 19. Balanced Budget GOOD Printers, Web designers, consultants and colleagues can help you estimate GREAT Printers, Web designers and consultants will help you cut costs and maximize your budget
  • 20. Myths about planning... MYTH: Our program can’t afford to conduct intended audience research
  • 21. Myths about planning... MYTH: We don’t have time for planning. Our boss/funding agency/ partners want to get started right away
  • 22. Myths about planning... MYTH: It’s best to use channels we’re comfortable with and have used before