sauth delhi call girls in Bhajanpura 🔝 9953056974 🔝 escort Service
krithiga steps in sm
1. DR KRITHIGA S
II YR POSTGRADUATE
Phases,Steps In Planning & Implementing
Social Marketing
2.
3. PHASES
PHASE 1:DESCRIBE THE PROBLEM
PHASE 2: CONDUCT THE MARKET RESEARCH
PHASE 3: CREATE THE MARKETING STRATEGY
PHASE 4: PLAN THE INTERVENTION
PHASE 5: PLAN PROGRAM MONITORING AND EVALUATION
6. STEPS
Identification of the health
problem
Identify the priority and
situation analysis
Identify the Target audience
Set Marketing Objectives and
Goals
Analyzing the marketing
strategy to determine
audience’s attitudes and
resistance
Develop a Strategic Marketing
Mix4Ps - Selection of
marketing/distribution
Designing and testing the
social message
Determine a evaluation plan
Implementation plan
Assessing the
effectiveness(feedback)
8. Identification of the Health problem
Describe the Background
Indepth identification of the public health problem
Why are we doing this?
Purpose statement
What impact and benefits it would generate.
Focus
10. Identify the priority
Save time/energy /resources
Situation analysis –factors and forces in external and internal
environment anticipated to have impact
Review the composition of the strategy team
SWOT (red flags),omissions
• S – MAXIMISE
• W –MINIMIZE
• O- TAKE ADVANTAGE
• T- BE PREPARE
Literature review & environment scan
13. Identification of target audience
Market segmentation
Dividing broad audience into homogeneous groups–
audience segment
An estimated size and informative description of the
target audience is needed.
15. Identify the objective for target group
Clear
Behaviour objective – something you want to influence the
target group to do.
Knowledge objectives –information you want the group to be
aware of – ones that might make them more likely to perform the
desired behaviour
Belief objectives relate more to feelings and attitude
Marketing goals – “SMART”
17. Analyzing the Marketing Strategy to
determine Attitudes and Resistance
All possible cultural ,social, religious
resistance points.
Attitude testing technique –isolate beliefs and values that
offer resistance
Analyze the perceived barrier, potential benefits,
competing forces, influencers.
18. Positioning statement
“We want (TARGET AUDIENCE) to see (DESIRED
BEHAVIOR) as (DESCRIPTIVE PHRASE) and as more
important and beneficial than (COMPETITION).
22. Designing and testing the social message
Pretested on sample of target population.
Acceptability, comprehension, believability and
conviction
Revised and retested if necessary
24. Determine a Evaluation Plan
PROCESS EVALUATION IMPACT EVALUATION
INPUTS ACTIVITIES OUTPUTS SHORT TERM
OUTCOME
LONG TERM
IMPACTS
Resources
used for
campaign
Campaign-
related
activities
Campaign
visibility,
exposure
Changes in
behavior,
knowledge or
belief
Improvement in
social condition
26. Implementation Plan
The implementation plan functions as a concise working
document to share and track planned efforts.
Establish a campaign budget
Most commonly, plans represent a minimum of 1-year
activities
What
Who
When
How much
28. Effectiveness and Feedback
Impact of social message
Quantifiable variables identified – indicate the
impact over a period of time
Assessed periodically
29. Principles for success
Take advantage of prior and existing successful campaigns.
Promote single, simple, doable behaviours – one at a time.
Identify and remove barriers to behaviour change.
Highlight costs of competing behaviours.
Promote a tangible good or service to help target audiences perform the behaviour
Consider nonmonetary incentives in the form of recognition
Make access easy.
Have a little fun with messages.
Use media channels at the point of decision making.
Try for popular/entertainment media.
Track results and make adjustments.
Editor's Notes
Before the campaign and establishing strategies
Act of designing the organization’s actual and perceived offering in such a way that it lands on and occupies a distinctive place in the mind of the target market – where you want it to be.
Identify price tags for strategies and activities with cost-related implications.
Product-related costs
Price-related costs
Place-related costs
Promotion-related costs
Evaluation-related costs