This document outlines the 10 steps for developing an effective marketing plan to discourage texting while driving: 1. Describe the background, purpose, and focus of the anti-texting campaign. 2. Conduct a SWOT analysis to identify strengths, weaknesses, opportunities, and threats. 3. Select the target audiences for the campaign. 4. Set behavior objectives and goals such as putting phones aside while driving and making texting and driving as unacceptable as drinking and driving. 5. Identify target audience barriers, benefits, competition, and influential others through research.

1. WHAT HOW !!

2. Don’t text and drive !!

3. 1. Describe the Background, Purpose,
and Focus:
Background
Purpose
Focus

4. 2. Conduct a Situation Analysis:
( SWOT )
Strengths
Weakness
Opportunity
Threats

5. 3. Select Target Audiences

6. 4. Set Behavior Objectives and Goals:
- Let your phone beside you while
driving
- Save your life.
- Make texting and driving as
unacceptable as drinking and driving.

7. 5. Identify Target Audience Barriers,
Benefits, the Competition, and
Influential Others:
Barriers
Benefits
Competition
Influential others

8. 6. develop a positioning statement
describes how you want your target
audience to see the behavior you want
them to buy.

9. 7. develop a strategic marketing mix
(4ps)
roductricelaceromotion

10. 8. Develop a Monitoring and Evaluation
Plan
To have a general view of what
measures will be used to
evaluate the success.

11. • Campaign activities.
Output
measures.
• Target audience responses/ changes
in beliefs, knowledge, behavior.
Outcome
measures.
• Contributions to the effort’s purpose.
Impact
measures.
Measures are usually:

12. 9. Establish Budgets and Find Funding
Sources.
funding
requirement
available
funding
sources

13. 10. Complete an Implementation Plan.
WHO What
How
much

14. planning is spiral rather than linear.

15. Marketing Planning
Marketing
planning
Process
Evolution of
Marketing
Concept

16. Purpose
Plan
Situation
Target Audience
Objectives and Goals
Research
4Ps
Evaluation
Budget
Implementations Plans

17. Customer
Focus
Alternative
Philosophies
Marketers
Try to satisfy
audience
needs.
Some
Marketers
thought this
way , others
not.

18. Production Concept
Product Concept
Selling Concept
Marketing Concept
Holistic Marketing Concept
Other Philosophies

19. Shifting in Marketing Management
1) Marketing does
marketing
2)Organizing by
product units
3)Building brands
through advertising
4)Focusing on
profitable transactions
5)Being local
1) Everyone does
marketing
2)Organizing by
customer segment
3)Building brands
through performance
and integrated Comm.
4)Focus on customer’s
lifetime value.
5)Being Glocal