Due date of project: April 19, 2024
Due date of project: April 19, 2024
The outline of this project is on pp.9-10 of the syllabus.
Select topic — due second week of course.
Format: Type heading (i.e., 1.0 Background, Purpose & Focus) and then place your answer under each title.
Look for samples of various parts of this project in your textbook.
Social Marketing Planning in Ten Steps
1.1
Brainstorm list of potential social issues (e.g., obesity, drinking and driving, recycling, voting- check Healthy People 2020 list in your textbook)
1.2
Students are required to research their target audience at 2 points. Once, after developing campaign behavior objectives to get input on perceived barriers, benefits and
competition.
Social Marketing Planning in Ten Steps
1.0
Background, Purpose & Focus
What social issue is this plan intended to impact (e.g., Water Quality)? What population (e.g.,
Single Family Households) and/or solution (e.g., Yard Care) will be focused on? Why? Who is
the sponsor?
2.0
Situation Analysis
2.1
SWOT: Organizational Strengths & Weaknesses and Environmental Opportunities &Threats
2.2
Key learning from a review of similar prior efforts and additional exploratory market research
3.0
Target Audience(s)
3.1
Descriptions of priority target audience(s) include demographics, geographic, relevant behaviors, values and lifestyle, social networks, and community assets, relative to the plan’s purpose and focus
3.2
Market research findings providing rationale for targeted audiences include factors such as
size, problem incidence, problem severity, defensiveness, reachability, potential
responsiveness to marketing mix elements, incremental costs, and organizational match,
relative to the plan’s purpose and area of focus
4.0
Behavior Objective & Outcome Goal
4.1
Behavior (Single, Simple, Doable ones) target audience will be influenced to adopt (e.g.,plant native plants)
4.2
SMART Goal (Specific, Measurable, Achievable, Relevant, Time bound) quantifying desired
behavior outcomes
5.0
Factors Influencing Adoption of the Behavior Based on Formative Research
5.1
Perceived barriers and costs to targeted behavior
5.2
Potential unique and meaningful benefits that will help persuade and sustain targeted behaviors
5.3
Competing behaviors/forces/choices
5.4
Influence of important others
6.0
Positioning Statement
How we want the target audience to see the targeted behavior, highlighting unique benefits and
the value proposition.
7.0
Marketing Mix Strategies (The 4Ps): Pretested and Refined Based On Target
Audience
Research
7.1
Product: Benefits from performing behaviors and features of goods or services offered/promoted
Core Product: Desired audience benefits promised in exchange for performing the behavior.
Actual Product: Features of any goods or services offered/promoted (e.g., 100 Native Plants to choose from)
Augmented Product: Additional goods & services to help perform the behavior or
increase appeal (e.g., workshops on how to design a native plant garden)
7.2
Price Costs that will be associated with adopting the behavior and pricing-related tactics.
Costs: money, time, physical effort, psychological, lack of pleasure
Price-Related Tactics: Monetary & Non-monetary Incentives & Disincentives
7.3
Place: Making access convenient. Creating convenient opportunities to engage in the targeted behaviors and/or access products and services, including developing partnerships for distribution channels and
reinforcing desired behaviors
7.4
Promotion: Persuasive communications highlighting benefits, features, fair price & ease of access
Messages, Messengers, Creative Strategy, and Media Channels
8.0
Plan for Monitoring & Evaluation
8.1
Purpose and audience for monitoring progress and evaluating final results.
8.2
What will be measured: inputs, outputs, outcomes (from Step 4) and (potentially) impact?
8.3
How and when measures will be taken
9.0
Budget
9.1
Costs for implementing marketing plan, including additional research and monitoring/evaluation plan.
9.2
Any anticipated incremental revenues, cost savings or partner contributions
10.0
Plan for Implementation and Program Management
Who will do what, when–including partners and their roles?
Instructions: Include in your Social Marketing Project: (from the above ten steps)
Submit Steps 1.0. 2.0, 3.0, 4.0, 7.0 and 9.0.
Format: Type heading (i.e., 1.0 Background, Purpose & Focus) and then place your answer under each title.
Follow this format for each step. It is not to be written as a paper.
Be sure to follow the APA style and document the sources within the answer.
The questions and answers must be typed.
You must include a title page as well as a reference sheet at the end.
Title page should include – the name of the project; Course number and title; and your name.
Reference sheet – include all references used. Include at least 3 peer review articles, not magazines. You may also include information from internet sites.
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