Krithiga steps, phases in planning and implementing in
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Krithiga steps, phases in planning and implementing in
- 1. DR KRITHIGA S. II YR POSTGRADUATE Phases,Steps In Planning & Implementing Social Marketing
- 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)
- 7. Identification of the Health problem
- 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.
- 14. Identify the objective for target group
- 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”
- 16. Analyzing the marketing strategy to determine attitudes and resistance
- 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).
- 20. Strategic market mix – 4Ps Selection of marketing/distribution system Media and distribution system – maximum coverage among target audience
- 21. Designing and testing the social message
- 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