1. WEEK 9
MKT 365

2. WEEK 9
• Managing social marketing programs
• Tactical
• Once the strategy is developed you need to develop the
tactics/things needed to be done to execute the strategy
• Three important areas”
1. Developing a plan for monitoring and evaluating
2. Establishing budgets and finding funding
3. Creating an implementation plan and sustaining targeted
behaviors

3. RECAP! SO FAR WE…
1. Identified a target audience
2. You know what you want your audience to do
3. You know the benefits and barriers your audience faces
4. You know how the audience perceives competing
offerings/behaviors
5. You are aware of who your audience is influenced by
6. You have a positioning/value statement that will guide
your team’s decision making and your audience’s core
behavior
7. Developed the marketing mix for product, price and place
and promotion

4. 10 STEPS
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

5. • Difficult
• Expensive
• Can bring bad news
• Why do it?
STEP 8: MONITORING AND
EVALUATING

6. • Do better next time
• Change existing course
in order to do better
now
• Stakeholders/partners
want to know about
results
• Figure out what is
working best and
allocate remaining
resources accordingly
• Not blindly following
what you think things
look like but testing
environment to
discover reality!
REASONS FOR
MONITORING

7. • Why are you conducting
the measurement and
who will look at results?
• What will be measured?
• How will it be measured?
• When will the
measurements be taken?
• How much will it cost?
• What will you do with the
results?
PLANNING EVALUATION
EFFORTS

8. • Program logic
models require
specific
measurements:
• Inputs
• Outputs
• Outcomes
• Impact
• Return on investment
WHAT WILL BE
MEASURED?

9. • Qualitative surveys
• Quantitative surveys
• Observation
• Technical surveys
• Self-reported data
• Prior, during, after
campaign
HOW/WHEN WILL YOU
MEASURE?

10. Can be expensive but worth
it for a number of reasons…
Refocus efforts
Reallocate dwindling
resources
End wasteful spending
HOW MUCH WILL IT
COST

11. DEVELOP A PLAN
Take 15 minutes to develop an evaluation plan for a ‘stop texting’
campaign. The campaign is aimed at teen drivers still in high school.
The goal of the campaign is to reduce the number of teen drivers that
text while driving. The campaign uses a variety of communication
devices and social media. It also employs potentially influential others
like Ke$ha and Willow Smith who donated their time.
What would you measure before the campaign started that will help you
understand effectiveness? Who would you ask? Think of five things
you’d measure that will help you gauge/benchmark the campaign’s
effectiveness.
What would you measure (inputs and outputs) during the campaign?
Think of 3 typical inputs and 3 typical outputs you’d measure.
What would you measure after the campaign is over (impact)? Who
would you measure? Think of a five question survey that measures
campaign effectiveness.

12. Lots of ways to consider strategic
marketing budgets:
• Affordable method (I’ll use what I
have…)
• Competitive parity method (I’ll use
what others are using…)
• Objective-and-task method (I’ll use
what I need to get the job done…)
• All have strengths and weaknesses
STEP 9: BUDGETS

13. Product costs (costs associated
with the good or service itself)
Price related costs (incentives)
Place related costs (delivery
channels)
Promotion related (cost of
promotion plan)
Evaluation related (costs of
measuring effectiveness)
SOCIAL MARKETING
COSTS

14. • Coalitions
• Partnerships
• Grants
• Corporations
• CRM
SOURCES OF FUNDING

15. What will you do?
Who will be responsible?
When will it be done by?
What will it cost?
Think of it as a summary of
the overall strategic
marketing plan with specific
steps and action items
included.
STEP 10:
IMPLEMENTATION PLANS

16. Breaking down the plan into
manageable steps arranged
around one face it of it…
By target audience
By geographic area
By objective
By goal
By stage of change
By messages
By media channels
Other examples pp. 443-446
PHASING

17. Change over time that self-
replicates.
Prompts (reminders, visual
cues)
Anchoring (desired behavior
or change is coupled with an
existing one)
Commitments/pledges
(affirmative statements/non-
monetary incentives)
Social diffusion plans
(symbols of
participation, visible norms)
SUSTAINABILITY

18. EXERCISE
Going back to the stop teen texting and driving campaign:
• Come up with 3 creative ‘prompts’ for stopping teen
texting and driving
• Devise an anchor concept for the campaign
• Come up with one social diffusion ‘output’; In other
words, what can you use to make the act of choosing not
to text look visible that will result in self-replication

19. 10 STEPS
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

20. SOME FINAL THOUGHTS
ON YOUR PLAN
• Make sure your concept is well thought out and clear and
ties a specific desired behavior change to it; establish how
that behavioral change will help develop/strengthen the
target audience’s community
• Have a clear value proposition that firmly establishes why
your target audience should care about the campaign and
engage in the desired behavioral change
• Ensure that your promotion section has a creative brief!
• Make certain your implementation plan reflects a thorough
yet concise summary of the overall plan; see the book for
an example
• The plan should be about 10-15 pp.; The presentation
should be thorough at 20 minutes.

21. REVIEW SESSION