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DR KRITHIGA S
II YR POSTGRADUATE
Phases,Steps In Planning & Implementing
Social Marketing
PHASES
 PHASE 1:DESCRIBE THE PROBLEM
 PHASE 2: CONDUCT THE MARKET RESEARCH
 PHASE 3: CREATE THE MARKETING STRATEGY
 PH...
Social
marketing
wheel
STEPS
 Identification of the health
problem
 Identify the priority and
situation analysis
 Identify the Target audience...
Identification of the
Health problem
Identification of the Health problem
 Describe the Background
Indepth identification of the public health problem
Why are...
Identify the
priority
Identify the priority
 Save time/energy /resources
 Situation analysis –factors and forces in external and internal
envi...
Identification of
target audience
Identification of target audience
 Market segmentation
Dividing broad audience into homogeneous groups–
audience segment
...
Identify the objective
for target group
Identify the objective for target group
 Clear
 Behaviour objective – something you want to influence the
target group t...
Analyzing the marketing
strategy to determine
attitudes and resistance
Analyzing the Marketing Strategy to
determine Attitudes and Resistance
 All possible cultural ,social, religious
resistan...
Positioning statement
 “We want (TARGET AUDIENCE) to see (DESIRED
BEHAVIOR) as (DESCRIPTIVE PHRASE) and as more
important...
Strategic market mix
Strategic market mix – 4Ps
Selection of marketing/distribution system
 Media and distribution system – maximum coverage
a...
Designing and
testing the
social message
Designing and testing the social message
 Pretested on sample of target population.
 Acceptability, comprehension, belie...
Determine a
Evaluation Plan
Determine a Evaluation Plan
 PROCESS EVALUATION IMPACT EVALUATION
INPUTS ACTIVITIES OUTPUTS SHORT TERM
OUTCOME
LONG TERM
...
Implementation Plan
Implementation Plan
 The implementation plan functions as a concise working
document to share and track planned efforts.
...
Effectiveness and Feedback
Effectiveness and Feedback
 Impact of social message
Quantifiable variables identified – indicate the
impact over a perio...
Principles for success
 Take advantage of prior and existing successful campaigns.
 Promote single, simple, doable behav...
 krithiga steps in sm
 krithiga steps in sm
 krithiga steps in sm
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krithiga steps in sm

  1. 1. DR KRITHIGA S II YR POSTGRADUATE Phases,Steps In Planning & Implementing Social Marketing
  2. 2. PHASES  PHASE 1:DESCRIBE THE PROBLEM  PHASE 2: CONDUCT THE MARKET RESEARCH  PHASE 3: CREATE THE MARKETING STRATEGY  PHASE 4: PLAN THE INTERVENTION  PHASE 5: PLAN PROGRAM MONITORING AND EVALUATION
  3. 3. Social marketing wheel
  4. 4. STEPS  Identification of the health problem  Identify the priority and situation analysis  Identify the Target audience  Set Marketing Objectives and Goals  Analyzing the marketing strategy to determine audience’s attitudes and resistance  Develop a Strategic Marketing Mix4Ps - Selection of marketing/distribution  Designing and testing the social message  Determine a evaluation plan  Implementation plan  Assessing the effectiveness(feedback)
  5. 5. Identification of the Health problem
  6. 6. Identification of the Health problem  Describe the Background Indepth identification of the public health problem Why are we doing this?  Purpose statement What impact and benefits it would generate.  Focus
  7. 7. Identify the priority
  8. 8. Identify the priority  Save time/energy /resources  Situation analysis –factors and forces in external and internal environment anticipated to have impact  Review the composition of the strategy team  SWOT (red flags),omissions • S – MAXIMISE • W –MINIMIZE • O- TAKE ADVANTAGE • T- BE PREPARE  Literature review & environment scan
  9. 9. Identification of target audience
  10. 10. Identification of target audience  Market segmentation Dividing broad audience into homogeneous groups– audience segment  An estimated size and informative description of the target audience is needed.
  11. 11. Identify the objective for target group
  12. 12. Identify the objective for target group  Clear  Behaviour objective – something you want to influence the target group to do.  Knowledge objectives –information you want the group to be aware of – ones that might make them more likely to perform the desired behaviour  Belief objectives relate more to feelings and attitude  Marketing goals – “SMART”
  13. 13. Analyzing the marketing strategy to determine attitudes and resistance
  14. 14. Analyzing the Marketing Strategy to determine Attitudes and Resistance  All possible cultural ,social, religious resistance points.  Attitude testing technique –isolate beliefs and values that offer resistance  Analyze the perceived barrier, potential benefits, competing forces, influencers.
  15. 15. Positioning statement  “We want (TARGET AUDIENCE) to see (DESIRED BEHAVIOR) as (DESCRIPTIVE PHRASE) and as more important and beneficial than (COMPETITION).
  16. 16. Strategic market mix
  17. 17. Strategic market mix – 4Ps Selection of marketing/distribution system  Media and distribution system – maximum coverage among target audience
  18. 18. Designing and testing the social message
  19. 19. Designing and testing the social message  Pretested on sample of target population.  Acceptability, comprehension, believability and conviction  Revised and retested if necessary
  20. 20. Determine a Evaluation Plan
  21. 21. Determine a Evaluation Plan  PROCESS EVALUATION IMPACT EVALUATION INPUTS ACTIVITIES OUTPUTS SHORT TERM OUTCOME LONG TERM IMPACTS Resources used for campaign Campaign- related activities Campaign visibility, exposure Changes in behavior, knowledge or belief Improvement in social condition
  22. 22. Implementation Plan
  23. 23. Implementation Plan  The implementation plan functions as a concise working document to share and track planned efforts.  Establish a campaign budget  Most commonly, plans represent a minimum of 1-year activities  What  Who  When  How much
  24. 24. Effectiveness and Feedback
  25. 25. Effectiveness and Feedback  Impact of social message Quantifiable variables identified – indicate the impact over a period of time  Assessed periodically
  26. 26. Principles for success  Take advantage of prior and existing successful campaigns.  Promote single, simple, doable behaviours – one at a time.  Identify and remove barriers to behaviour change.  Highlight costs of competing behaviours.  Promote a tangible good or service to help target audiences perform the behaviour  Consider nonmonetary incentives in the form of recognition  Make access easy.  Have a little fun with messages.  Use media channels at the point of decision making.  Try for popular/entertainment media.  Track results and make adjustments.

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