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Nancy Lee
REFERENCE
Philip Kotler GUIDE
SOURCE: Social Marketing: Influencing Behaviors for Good Philip Kotler and Nancy R. Lee (SAGE 2008)
Contact Nancy Lee at www.socialmarketingservice.com
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MARKETING BARRIERS, BENEFITS, COMPETITION POSITIONING
OBJECTIVES & GOALS Barriers are reasons your target audience cannot (easily) or does not want to STATEMENT
Social marketing plans always include adopt the behavior. Positioning is the act of designing the
a behavior objective – something you Benefits are reasons your target audience might be interested in adopting the organization’s actual and perceived
want to influence the target market to behavior or what might motivate them to do so. offering in such a way that it lands on
do. Knowledge objectives include and occupies a distinctive place in the
information or facts you want the Competitors are behaviors your target audience prefers or organizations that mind of the target market – where you
market to be aware of – ones that support or promote “undesirable” behaviors. want it to be. Fill in the blanks to : “We
might make them more likely to want (TARGET AUDIENCE) to see
perform the desired behavior. Belief Desired Behavior Competing Behavior (DESIRED BEHAVIOR) as
objectives relate more to feelings and Barriers/Costs (DESCRIPTIVE PHRASE) and as more
attitudes. Benefits important and beneficial than
(COMPETITION).
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STRATEGIC MARKETING MIX (THE 4PS)
PRODUCT PRICE PLACE PROMOTION
A product is anything that can be Price is the cost that the target market Place is where and when the target Promotions are persuasive
offered to a market to satisfy a want or associates with adopting the desired market will perform the desired communications designed and delivered
need. In social marketing, the product behavior. Pricing-related strategies to behavior, acquire any related tangible to inspire your target audience to action.
is the desired behavior, as well as key reduce costs and increase benefits objects, and receive any associated At this step you determine messages,
perceived benefits for adopting the include these 6: services. Options include: messengers and communication
behavior, and any tangible objects or 1. Increase monetary benefits for the Physical locations channels.
services that add value. desired behavior. Phone
2. Decrease monetary costs for the Major social marketing communication
Mail
desired behavior. channels include:
Fax
3. Increase nonmonetary benefits for Advertising
Internet
the desired behavior. Public Relations
Mobile Unit
4. Decrease nonmonetary costs for Special Events
Where people shop
the desired behavior. Printed Materials
Where people hang out
5. Increase monetary costs for the Special Promotional Items
Drive-throughs
competing behavior. Signage and Displays
Home Delivery/House Calls
6. Increase nonmonetary costs for the Personal Selling
competing behavior. Kiosks
Social Media
Vending Machines
Popular/Entertainment Media
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EVALUATION PLAN BUDGET IMPLEMENTATION PLAN
An evaluation plan outlines why you will be evaluating, what will be measured, Identify price tags for strategies and The implementation plan functions as a
how and when. What is measured often falls into one of the categories below: activities with cost-related concise working document to share and
implications. track planned efforts. Most commonly,
PROCESS EVALUATION IMPACT EVALUATION Product-related costs plans represent a minimum of 1-year
Short-term Long-Term Price-related costs activities, and ideally 2 or 3 years.
Inputs Activities Outputs Outcomes Impacts Place-related costs
HOW
Resources Campaign- Campaign Changes in Improvement Promotion-related costs
used for the related visibility, behaviors, in social WHAT WHO WHEN MUCH
Evaluation-related costs
campaign activities exposure knowledge, condition
beliefs