Make Strategy Decisions
Now, we will discuss the strategy decisions that you'll make in
phase 3. We will go through the Strategy Development Worksheet found in
the Obesity Prevention Coordinator's Social Marketing Guidebook. This
worksheet roughly follows the four plan components, although since the health
problem should be well understood by now, the focus will be on the audience,
behavior, and strategies for change. This worksheet allows you to input major findings from the problem description and formative research phases.
You can use those findings to make key decisions and create your overall strategy.
Big Picture Alert
We've laid out the components of a marketing strategy and some guiding
principles in this section of the module. While it looks like these decisions
are made sequentially, in reality, they are made at the same time and any
changes you make in one area will affect other areas.
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