Outlining the Social Marketing Process

WHERE ARE WE? (Assessment/Capacity/Evaluation)
The Social Marketing Environment

Step 1:

• Determine program focus
• Identify campaign purpose
• Conduct an analysis of Strengths, Weaknesses,
• Opportunities, and Threats (SWOT)
• Review past and similar efforts

WHERE DO WE WANT TO GO? (Assessment)
Target Audiences, objectives, and goals

Step 2: Select target audiences
Step 3: Set objectives and goals
Step 4: Analyze target audiences and the competition

HOW WILL WE GET THERE? (Planning)
Marketing’s 4 Ps

Step 5:

Product: Design the market offering
Price: Manage costs of behavior change
Place: Make the product available
Promotion: Create messages
Choose media (communication) channels

HOW WILL WE STAY ON COURSE? (Implementation)
Social Marketing Program Management

Step 6: Develop a plan for evaluation and monitoring
Step 7: Establish budgets and find funding sources
Step 8: Complete an implementation plan.

Source: Kotler, P., Roberto, N., and Lee, N. (2002). Social Marketing: Improving the Quality of Life. Thousand Oaks, CA: Sage Publications.