WEEK 9• Managing social marketing programs• Tactical• Once the strategy is developed you need to develop thetactics/things needed to be done to execute the strategy• Three important areas”1. Developing a plan for monitoring and evaluating2. Establishing budgets and finding funding3. Creating an implementation plan and sustaining targetedbehaviors
RECAP! SO FAR WE…1. Identified a target audience2. You know what you want your audience to do3. You know the benefits and barriers your audience faces4. You know how the audience perceives competingofferings/behaviors5. You are aware of who your audience is influenced by6. You have a positioning/value statement that will guideyour team’s decision making and your audience’s corebehavior7. Developed the marketing mix for product, price and placeand promotion
• Difficult• Expensive• Can bring bad news• Why do it?STEP 8: MONITORING ANDEVALUATING
• Do better next time• Change existing coursein order to do betternow• Stakeholders/partnerswant to know aboutresults• Figure out what isworking best andallocate remainingresources accordingly• Not blindly followingwhat you think thingslook like but testingenvironment todiscover reality!REASONS FORMONITORING
• Why are you conductingthe measurement andwho will look at results?• What will be measured?• How will it be measured?• When will themeasurements be taken?• How much will it cost?• What will you do with theresults?PLANNING EVALUATIONEFFORTS
• Program logicmodels requirespecificmeasurements:• Inputs• Outputs• Outcomes• Impact• Return on investmentWHAT WILL BEMEASURED?
Can be expensive but worthit for a number of reasons…Refocus effortsReallocate dwindlingresourcesEnd wasteful spendingHOW MUCH WILL ITCOST
DEVELOP A PLANTake 15 minutes to develop an evaluation plan for a ‘stop texting’campaign. The campaign is aimed at teen drivers still in high school.The goal of the campaign is to reduce the number of teen drivers thattext while driving. The campaign uses a variety of communicationdevices and social media. It also employs potentially influential otherslike Ke$ha and Willow Smith who donated their time.What would you measure before the campaign started that will help youunderstand effectiveness? Who would you ask? Think of five thingsyou’d measure that will help you gauge/benchmark the campaign’seffectiveness.What would you measure (inputs and outputs) during the campaign?Think of 3 typical inputs and 3 typical outputs you’d measure.What would you measure after the campaign is over (impact)? Whowould you measure? Think of a five question survey that measurescampaign effectiveness.
Lots of ways to consider strategicmarketing budgets:• Affordable method (I’ll use what Ihave…)• Competitive parity method (I’ll usewhat others are using…)• Objective-and-task method (I’ll usewhat I need to get the job done…)• All have strengths and weaknessesSTEP 9: BUDGETS
Product costs (costs associatedwith the good or service itself)Price related costs (incentives)Place related costs (deliverychannels)Promotion related (cost ofpromotion plan)Evaluation related (costs ofmeasuring effectiveness)SOCIAL MARKETINGCOSTS
• Coalitions• Partnerships• Grants• Corporations• CRMSOURCES OF FUNDING
What will you do?Who will be responsible?When will it be done by?What will it cost?Think of it as a summary ofthe overall strategicmarketing plan with specificsteps and action itemsincluded.STEP 10:IMPLEMENTATION PLANS
Breaking down the plan intomanageable steps arrangedaround one face it of it…By target audienceBy geographic areaBy objectiveBy goalBy stage of changeBy messagesBy media channelsOther examples pp. 443-446PHASING
Change over time that self-replicates.Prompts (reminders, visualcues)Anchoring (desired behavioror change is coupled with anexisting one)Commitments/pledges(affirmative statements/non-monetary incentives)Social diffusion plans(symbols ofparticipation, visible norms)SUSTAINABILITY
EXERCISEGoing back to the stop teen texting and driving campaign:• Come up with 3 creative ‘prompts’ for stopping teentexting and driving• Devise an anchor concept for the campaign• Come up with one social diffusion ‘output’; In otherwords, what can you use to make the act of choosing notto text look visible that will result in self-replication
SOME FINAL THOUGHTSON YOUR PLAN• Make sure your concept is well thought out and clear andties a specific desired behavior change to it; establish howthat behavioral change will help develop/strengthen thetarget audience’s community• Have a clear value proposition that firmly establishes whyyour target audience should care about the campaign andengage in the desired behavioral change• Ensure that your promotion section has a creative brief!• Make certain your implementation plan reflects a thoroughyet concise summary of the overall plan; see the book foran example• The plan should be about 10-15 pp.; The presentationshould be thorough at 20 minutes.