Social Marketing Intervention

Planning Process
Chapter 2
 Stages in Social Marketing Planning
Framework
1. Scope the problem
1. Plan and implement primary research
2. Situation Analysis
3. Asset Map
1. The use of SWOT analysis to summaries step 1-3

4. Plan the evaluation

5. Develop intervention
6. Implement the intervention
7. Evaluate
1. Follow up
Existing intervention Planning Frameworks

•Where are we now?

•Where do we want to be?
•How are we going to get there?
•Which way is best?
 SOSTAC
is a very popular
classic marketing
planning
framework for
creating marketing
plans.
SOSTAC
 APIC
 used to visually
represent the
four stages of
marketing
planning cycle in
a marketing
environment
SOSTTMMM
Situation Analysis
Objectives
Strategy
Targets
Tactics
Men
Money
Minutes
Defining the behavioral problem
• The causes of behavioral problems are multifaceted
and social marketers must think carefully and
realistically about what their intervention should aim
to achieve.
• Example: think about teenage pregnancy.
• Is the problem Unsafe Sex
• Lack of education or awareness,
• alcohol-related carelessness
• Desire to get pregnant in order to become independent
from parents?
S• Is M A R T
an important part of the early planning process and
should have behavior change as their primary goal.
• Behavior change is the is the GOAL OF SOCIAL MARKETING to
improve their welfare and that of the society which they are a
part.
• Drucker (1954) Tapp(2005)
• Specific Simple
• Measurable Measurable
• Achievable Aspirational
• Realistic Realistic
• Time-bound Time-bound
 Segmentation
Segment Segmentation Objectives How to reach them
Techniques
Target Group-Men & By age (15-20yrs) Achieve increased School and college
women By gender (Male and regularity of testing enrollment
Female) Workplaces
By geographical area Achieve regular and Leisure facilities
of residence correct condom
By behavior (Sexually usage
active)
Health Practitioners By area of practice Distribute chlamydia Workplaces
testing packs
Distribute condom
Youth leisure outlets By geographical area Distribute chlamydia workplaces
testing packs
Distribute condom
Situation Analysis
• MACRO environment (PEEST)
• Commonly used frameworks in commercial marketing,
which provides a framework for examining “macro”
influences within the wider environment that may affect
social marketing campaign.
• Political
• Economic
• Environment
• Socio-cultural
• Technological
Political Factors
• These may include the attitudes and priorities of
government, government policy, legislative and
regulatory framework
Environmental Factors
Environmental factors are elements of the world in which
people live that impact their lives and can influence their
behaviors, such as housing, transport or work
environment.
Socio-Cultural Factors
• These includes lifestyle trends, changes to
demographic profiles and evidence of major
influences in the behavior to be targeted.

• For example:, the national smoking rate is

decreasing over time, but is higher that average in
lower socio-economic communities
Economic Factors
• Include trends on the economy such as employment
levels, GDP trends, Inflation rate and Interest Rates,
• Any of these factors may impact on decisions people make
about how they allocate their time and financial resources
and this affect their lifestyles behaviors, with less
disposable income (during recession) people may spend
less money on expensive healthy food and more on cheap
energy-dense food. There is also evidence that people
drink more alcohol during recession,
Technological Developments
• Such as the use of internet and mobile technology can
significantly affect how an intervention is planned and
executed,
 Micro Environment
• Understanding the micro environment of an organization
is all about getting to grips with factors in the organization
itself those relating to the target audience and those
pertaining to the competition which may impede the
social marketing intervention from reaching its goals,
• Three Key areas
• Competition Analysis
• Customer insights
• Task environment
 Task Environment
• Analyzing the tasks environment is important for evaluating
how well the social marketing will be able to perform the
tasks required to manage the intervention.
• Asset Mapping- is a way of mapping out existing resources on
which the organization could rely
• Agency
• Individual
• Organization

Snowballing- the asset mapping process can involve meeting

representatives from relevant organizations face to face and
growing knowledge.
Stakeholder management
• Social marketing intervention will have various
stakeholders who are interested and powerful to
varying degree, managing stakeholders can be
challenging.

• Internal marketing – is an important way of

ensuring stakeholders are involved with
intervention, informed and that an appropriate
relationship with them is developed over time,
 SWOT Analysis(Strengths, Weaknesses,
Opportunities and Threats
• At this stage, it may ne helpful to perform a SWOT
analysis, to summarize key findings from the macro
and micro elements of the scoping exercise.
• SWOT analysis has proved to be a valuable aid to
taking stock macro and micro analyses.
• Completing SWOT Analysis will enable you to focuses
on making the most opportunities you have with your
strength, and overcome weaknesses to minimize
threats