Social Marketing Planning Process

Quote

"The model itself is laid out in sequential phases and steps that allow the user to proceed through them in an orderly fashion, but the process itself is never really sequential as most planners know. In fact, it's more of an iterative process where in planning you move from forward and backwards sometimes to revisit earlier decisions. So the suggestion that we have for users is to remember that even though the process itself is laid out sequentially and simply, it does try to capture a very complex process and, in that sense, it doesn't really lend itself to moving in one direction only..."

Christopher Cooke, CDCynergy video segment

Expectations for Planning

Because social marketing is shown in numbered phases, it may seem like a straightforward and linear process. In practice, however, the process is more circular and iterative.

At times you may need to revisit an earlier step, or jump ahead to complete the step that you are on. You may have to revise or modify your plans based on information you've gathered. It's easy to get discouraged; but, this revision of plans happens to everyone and is a sign that you are keeping your audience at the center of your decisions. Revising and refining your decisions is completely normal. Every so often, we'll remind you of this point with a "Big Picture" box in places where you may want to strategically look ahead or backwards before making decisions.