2. RESEARCH &
SITUATION ANALYSIS
• The importance of research in the social marketing
process
• Research and its role in defining, understanding and
building communities
• Connecting research to realities
• Situation analysis
3. MARKET RESEARCH
is the systematic
design, collection, analysis and reporting
of data and findings relevant to a specific
marketing situation facing and
organization.
Must be specific, relevant and analyzed for
it to be useful!
4. RESEARCH COMES IN
MANY FORMS
• When considering
source information:
Primary or secondary
• Research objective:
Exploratory, descriptiv
e or causal
• Stage of the process:
Formative, pre-
test, monitoring, evalu
ating
• Technique/approach:
Qualitative or
quantitative;
Survey, focus
group, key
informant, observation
al etc.
5. SECONDARY
RESEARCH
• Extremely helpful and
cost-effective
• Limited
• Use readily available
resources in order to
understand basics about
a target market
• No reinventing the wheel
with original research
• Allows primary research
to be more targeted and
focused
6. SIMPLYMAP
• Preferred industry source
for secondary market
research
• Widely used in all kinds
of marketing in order to
determine target market
sizes and concentrations
as well as attributes of
specific geographic areas
and communities
• Useful for determining
needs and attitudes of
people in an area or
location
• Critical to developing
social marketing plans
that build communities
7. HOW DOES IT WORK
• Allows you to map or
chart variables
• 60,000+ variables
• Variables can be
demographic, behavioral,
or psychographic
• Better understand market
potential, needs of a
market, values/attitudes
of a market
8. REMEMBER THE 10 STEPS FOR A
SOCIAL MARKETING PLAN?
1. Conceptualize
2. Situational Analysis
3. Target Audience
4. Behavioral objectives
and goals
5. Barriers, Benefits and
Competition
6. Positioning Statement
7. Marketing Mix (4 p’s)
8. Monitoring and
Evaluating
9. Budget
10. Implementation
9. FIRST THREE STEPS ARE
SECONDARY RESEARCH DEPENDENT
1. Conceptualize—research
literature to see what has
been done in this area
prior; What behaviors are
predominant that need
changing
2. Situational Analysis—
research literature to see
what barriers to behavior
change exist; what might
new behaviors looks
like?
3. Target Audience—
research literature and
simplymap to uncover
attributes of a
community and justify
need for change etc.
10. STEP 1:
BACKGROUND, PURPOSE
, FOCUS
• Overall
concept(ualization) of the
need
• What social need will be
addressed?
• Can it be summed up in a
statement?
• As narrowly focused as
possible
• Summarizes the problem
(social or communal) that
led to the plan
11. BACKGROUND
• Simplymap research will
help
• What social issue is
going to be addressed?
• How is it important to a
targeted community?
• How does it help
strengthen and build that
community?
• What data/statistics exist
that support the need for
the campaign?
12. PURPOSE
• What will the impact be?
• How will it strengthen the
community?
13. FOCUS
• The specific behaviors or
tool (product) that the
campaign will be directed
towards
14. EXAMPLES
Issue Purpose Focus
Financial literacy Improve financial • Opening checking
decisions of members accounts
of the community • Understanding
insurance
• Using credit
responsibly
Family planning Decrease unwanted • Condoms
pregnancies • Birth control
• Sex education
Senior wellness Improve quality of life • Fitness classes
for elderly • Group shopping
outings
15. STEP 2: SITUATION
ANALYSIS
• Audit the factors
influencing the needed
behavior change
• Look at internal and
external environments
that will be impacted by
the planning decisions to
come
• Is the organization
capable (SWOT) of
impacting the desired
change
• What external forces are
needed to effect the
change (potential
partners for example)
17. REVIEW PAST
EFFORTS
Engage in exploratory
research
Look at previous attempts
(same or similar) that were
made to effect behavioral
changes
Consider the demographics
and attitudes of the
community
