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Mapping Internal & External      Environment            Dr. Samir Al-Alfy     Senior Communication Advisor                ...
STEPS OF SOCIAL MARKETING PLAN
STEPS OF SOCIAL MARKETING PLAN  Step 1: Background, Purpose, and Focus  Background:Public health, safety concern, environm...
STEPS OF SOCIAL MARKETING PLANStep 1: Background, Purpose, and FocusPurpose: (A broad purpose statement for the campaign)I...
STEPS OF SOCIAL MARKETING PLAN Step 1: Background, Purpose, and Focus Focus: To narrow the scope of the plan, choosing fro...
STEPS OF SOCIAL MARKETING PLANStep 2: Conduct Situation Analysis SWOT analysis: Strengths,                            Inte...
Economic Forces
External                                            Publics           Political                                           ...
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Ch5 social marketing mapping environmrnt_acu

Book: Social MarketingPhilip Kotler & Nancy Lee
Summary of Ch 4, for Ahram Canadian University (ACU), Faculty of Mass Com.

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Ch5 social marketing mapping environmrnt_acu

  1. 1. Mapping Internal & External Environment Dr. Samir Al-Alfy Senior Communication Advisor JHU/CCP March 2010 samiralfy@yahoo.com
  2. 2. STEPS OF SOCIAL MARKETING PLAN
  3. 3. STEPS OF SOCIAL MARKETING PLAN Step 1: Background, Purpose, and Focus Background:Public health, safety concern, environment, community problemPresent information & facts• What’s the problem?• How bad is it?• What Happened?• What is contributing to the problem?• How do you know? (Epidemiological, scientific, research data)
  4. 4. STEPS OF SOCIAL MARKETING PLANStep 1: Background, Purpose, and FocusPurpose: (A broad purpose statement for the campaign)Is the ultimate impact (benefit) that will be realized if your targetaudience performs the desired behaviors at the intended levels.• What’s the potential impact of a successful campaign?• What difference will it makes? Ex. Decrease the spread of HIV/AIDS among Egyptians. Improve water quality in Lake Mariotia.
  5. 5. STEPS OF SOCIAL MARKETING PLAN Step 1: Background, Purpose, and Focus Focus: To narrow the scope of the plan, choosing from the vast number of potential options to contribute to the plan’s purpose. Behavior related, population related, product related (broad)Criteria: • Behavior Change Potential • Market Supply (addressed by other organizations or campaign) • Organizational Match (matching the sponsoring organization) • Funding Sources & Appeal • Impact
  6. 6. STEPS OF SOCIAL MARKETING PLANStep 2: Conduct Situation Analysis SWOT analysis: Strengths, Internal Factors Weaknesses, (Microenvironment) Opportunities, External Factors Threats (Macro environment) Review existing: § Health & demographic data § Survey results § Study findings § Any available data § Past or similar efforts
  7. 7. Economic Forces
  8. 8. External Publics Political Resources Cultural Forces Forces Past Performanc Service Delivery Product PriceEconomic Alliances Target Managemt. Technolog. Forces &Partners Audience support Forces Place Promotion Marketing Mix Internal Issue Public Priority Natural (Microenvironment) Forces Demographic Forces (Macroenvironment)

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