Introduction
This phase of the social marketing process is the time to begin planning what
the intervention will actually look like. This is the phase where planners
choose and develop activities, products, messages, materials, distribution
channels, supporting services, and so forth to put the marketing strategy
designed in phase 3 to work.
This module and the next two modules focus on the unique contributions of social
marketing to the design and implementation of an intervention. By completing
phases 1—3, you are in a much stronger position to create an intervention than
if you were starting from scratch. Remember your focus on the audience and their
point of view. Keep yourself from reverting to the activities you've always done
or the ideas you had at the beginning if they are not supported by
what you've learned about your audience.
This is the time to be very specific about what you will actually do with your
intervention.
Big Picture Alert
Phase 4 is closely connected to phase 5, evaluation. You will likely be
planning your intervention's details and the evaluation at the same time.
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