Social Marketing Planning Process
Main Components of a Social Marketing Plan
Throughout the social marketing planning process, several concepts reoccur in
many of the phases. The plan components, as they are called here, are the
problem/health issue, target audience, behavior, and strategy for change. As you
proceed through the phases of the planning process, you will revisit these
components and make decisions about each, gradually becoming more and more
specific as you move forward.
Plan Component |
Questions to Ask and Answer
|
I. Problem/health issue |
What is the problem we need to address?
|
II. Target audience |
Who is affected by the problem and how can they be reached?
|
III. Behavior |
What do we want the audience to do?
|
IV. Strategies for change |
How can we get the target audience to adopt the desired behavior(s)?
|
|