The document outlines the steps in developing a social marketing campaign including situation analysis, audience identification, goal and objective setting, strategy development, tactic selection, and evaluation. It discusses the importance of planning to provide a foundation for meaningful results. Specific sections cover defining objectives, selecting appropriate communication tactics across different levels of interactivity, conducting low-cost evaluation, and addressing common myths about planning.

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?
photo:www.corbis.com

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 photo:www.corbis.com

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
photo:www.corbis.com

13. Terrific Tactics
Tactics are the “doing” of
your plan.
Communication channels
Activities (events,
programs)
photo:www.corbis.com

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
VERBnow.com
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
photo:www.corbis.com

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
photo:www.corbis.com

20. Myths about planning...
MYTH: Our program
can’t afford to
conduct intended
audience research
photo:www.corbis.com

21. Myths about planning...
MYTH: We don’t have
time for planning. Our
boss/funding agency/
partners want to get
started right away
photo:www.corbis.com

22. Myths about planning...
MYTH: It’s best to
use channels we’re
comfortable with and
have used before
photo:www.corbis.com