Ten steps of social marketing campaign explained . Social marketing campaign is about " Over population " growth in Pakistan. Social marketing campaign is steps are discussed in detail.
6. • Local workforce
• Technical Skills
• In-depth
knowledge on
subject
• Finance
• Time span (small)
• Less workforce
• IT enabled society
• Easy access to
social media tools
• Increase in
internet users.
• Illiteracy
• Diverse ethnicity
• NGO’s
• Negative
response
8. Marketing Goal
“Providing education and awareness to people about
controlling the ever growing population monster.
Persuade them rationally in adopting a behavior that
results in the best interest for them and Pakistan.”
9. Continued
Behavior Objective
We want to influence the behavior of people
living in slums to prevent over population.
Knowledge Objective
Pakistan is the sixth populous country
60% Pakistanis are living under $ 2.
10. Belief Objective
Fewer pre-term births
Higher general health
Reduce reproductive anxiety
Lower health cost
Less intra specific competition
12. Barriers
Psychological and Cultural Barriers:
Joint Family System
Preference for male child
Big family circle
Early marriages
oppressed woman
13.
14. Education Barrier
Lack of education
Less educated people tend to have more
children.
Critical evaluation of problems.
15.
16. Religious Barrier
Pseudo religion doctrines
Influential religious leaders use people for
their own nefarious aims.
17. Benefits
Sustainable social infrastructure.
Healthier and prosperous families.
Distribution of wealth and resources.
Improved economic conditions ,employment
High standard of living ,life expectancy
Less local rivalry
Greater environment
Less social problems
19. Positioning Statement
Imagine a prosperous Pakistan providing best to its
native by having population control for better
future, for healthy family, for developing Pakistan
and for Mother Nature.
Control the population monster before it eats you.
Start thinking “population matters”.
21. Price
Increased Monetary Benefits
High standard of living through extra money.
More resources available at disposal.
Additional money will be available to full fill
other desired wishes.
22. Decrease monetary cost
Financial burden for the unplanned
pregnancy/more children finished.
Education for all.
Low urbanization by the rural population.
High per capita income.
23. Non-monetary Benefits
Less traffic congestion
Late marriages
House availability
Degradation of environment reduced
24. Place
Physical locations are Tench bata , Misriyal Road,
Sawan village etc.
Shopping places like “Jumma Bazar” and “Sasta
bazar”.
Our focus will also be on the diverse places where
our target market spends their most time.
Phone numbers for interaction and feedback.
27. Process Evaluation
Inputs
Financial Resources
Time
Volunteers
Government resources
for big campaign.
Activities
Door to door
awareness.
Signage and Displays
Radio ads and shows
Local meetings held
Tracking
Lady health workers
involved.
28. Impact Evaluation
Short Term Outcomes
Informed
Preventing outcomes
Preventing unintended
pregnancies
Trying get out of
poverty cycle
Family planning
Long Term Outcomes
Small family size
Standard of living
Benefit of social
infrastructure
Better human
development index
Fewer births
Early marriages avoided
31. Strategies Related Activities
Product Promotional Items
Financial Incentives
Traveling Expenses
Price No related cost
Place Health Workers salaries
Traveling
Booklets , local orientation sessions
Promotion Printed Materials
Signage and Displays
Door to door awareness
Evaluation Tracking Cost
Formative Research
Data Collection
Liaison Center for feedback
33. What
We want to defuse the “population bomb”.
“Birth Control is blessing that will save the
Pakistan”.
Benefits
Social infrastructure.
Surplus resources.
Better future.
34. Who
Low middle class.
Illiterate families living mainly in slums.
Backward communities in twin cities.
Human development index (HDI).
35. When
Population figures 191.71 million in 2015.
Need to practice the desired behavior to
prevent from big disaster.
The implementation plan will be in effect from
2015-2017.
36. How Much
Create awareness in the major target market.
Positive word of mouth in a very short time
span of two years.
The major target market once targeted will
convince other potential customers to adopt
the desired behavior.