Social Marketing 2500words
How to set out your campaign plan.
Further reading Chapter 6 of the course text.
1. Remember it is NOT an Essay so use headings ( aligned to the grading criteria) 2. Word Count: 2500 words excluding References and Appendices. Remember
Appendices do not receive a mark they, are there for supporting material. Anything relevant to your campaign should be in the main document.
‘A full application of Porter’s 5 Forces ( xxx ) is evidence in Appendix 1 .
3. All tables, figures, headings, subheadings references/ citations in the main plan count.
The plan should be structured as follows (same as grading criteria-see Moodle)
Title of Campaign (perhaps the slogan or hashtag you have devised?)
Set out the broad aim of the campaign- State the behaviour or other factors that the intervention sought or is seeking to influence.
Campaign Objectives (what would you like the campaign to have achieved by short -6 months /medium-12 months and long term -18 months )
SMART (Specific, measurable, achievable, realistic and time bound) goals including attitudinal and behaviour change
You should all be familiar with writing SMART objectives. They are short concise statements that will align to attitudinal or behavioural aims of the campaign.
For example ( and in no particular order):
Objective #? (to raise awareness of the value of the behaviour change intervention)
To achieve 20% of young men 15 yrs -18 years to download anti-tobacco App within 6 months of the start of the intervention campaign .
Increase social media impressions across all platforms among the target audience by 30% by the end of the quarter (date).
Establish partnership with 3 sporting influencers within 3 months and develop discount codes for their followers who take up exercise at Blah Blah Gyms UK.
Increase recycling behaviour of target group by 25% by increasing website traffic with 3 new blog within 6 months of the campaign.
This is the information you have presented in the mini milestone plus other relevant research.
Conduct systematic research to analyse the marketing environment, social, technological, economic and legal perspective. All relevant data, evidence and experience of the issue has been gathered to inform planning. A range of sources have been included.
Depending on your word count PESTLE analysis could be included in the appendix in a chart format and just choose a few salient points to discuss in the main body of the plan..
Who/type of behaviour you wish to change. Evidence of secondary research, including, audience knowledge, attitudes, practices and behaviours in relation to wicked problem. Target group focus, segmentation and insight. State the target group that is the focus of this intervention campaign. Detail segments of the target group selected. State the key sights from customer research that drove the approach. A range of sources have been included.
Demographic (use bullet points) xxxxxx xxxxxxxxxxxxxxxxxx( smith and Jones, 2018) xxxxxxxxxxxxxxxxxxxxxxx ( Statistica, 1990)
xxxxxx xxxxxxxxxxxxxxxxxx( Fletcher and Brown, 2017) xxxxxxxxxxxxxxxxxxxxxxx ( Statistica, 2017)
Geographic xxxxxxxxxxxxxxxxx ( Portsmouth City Council Annual report , 2018)
Citizen Orientation/ Behavioural theory
Here you could include the work you have prepared for seminar 7
Here apply only one of the following Theory of Planned behaviour/ Health Belief Model of Diffusion of innovation
Full justification of behaviour change model/s and theory has been used to segment/target the audience and inform the intervention. State how a citizen/customer orientation has driven the approach. This may include research on attitudes, beliefs, behaviours or incidence rates, co-creation efforts and approaches.
• The first construct is the attitude towards the act or behaviour eg smoking/gambling/degradation of the environment (any wicked problem) You may have evidence from published sources if so include the citation ( eg : Research
suggests the target group feel alienated and lonely and unable to alter their mental health state (Smith and Jones, 2020) .
• That is, an individual’s belief of whether a certain behaviour or act makes a positive or negative contribution to that person’s life.
• A second construct is called subjective norm: this construct focuses on everything around the individual. In other words his or her social network, cultural norms, group beliefs about the behaviour and so on ( eg : Research suggests the target group is heavily influenced by their peers (Smith and Smith, 2019) .
• A third construct is called perceived behavioural control: a person’s belief of how easy or hard it is to adopt the new behaviour or act in a certain way (Published literature suggests the target group feel unable to alter their mental health state (Smith and Jones, 2020).
TPB is able to predict:
• if a person has a positive attitude towards eg: giving up smoking
• whether they are surrounded by favourable social norms to offer support eg: to reduce alcohol intake
• If they have a high level of perceived behavioural control to change behaviour eg: drink driving
These are the best predictors for forming a behavioural intention.
(This knowledge will help you design intervention activities for childhood obesity eg: to meet the second construct -roadshows as schools / free exercise classes before and after school/ bring –a-long- a – parent sessions too).
The Social Offering: Exchange and value
Use the work you have done for your mini milestone 2
State the products, ideas, understanding, services, experiences, systems and environments that your campaign/program is seeking to influence. Your secondary research will help you identify what the audience value and what the target audience has to give up (e.g. financial, physical, time-related costs) to get the benefits or value proposed, and this is built into the intervention approach (e.g. incentives, recognition, reward and/or disincentives are built in)
Competition Analysis and barriers to change
You could apply a Porter’s 5 forces framework
State the competition analysis undertaken – who are the competitors? What is the benefit they offer your target market and how did you tackle them?
Factors competing with the desired behaviour are considered and addressed (e.g. environment, economic factors, psychological, media/consumer-related factors, physiological factors such as addiction).
Set out all the interventions types that you applied. (Control, Inform, Design, Educate, Support). An integrated approach is evidenced by the presence of a valued ‘proposition’ product or service to the target audience that is offered and promoted through a co-ordinated approach to information, education, service design and execution, through the social marketing tools. Interventions may involve both active (downloads an App) and passive (advertising) decision making. This is an overview of your social marketing intervention mix. This should cover more than a just a communication mix – see page 194-195 in course text Strategic Social Marketing) See the mini lectures 30/11 and 7/12.
List the tools you have used. How and why? Use headings and bullet points and citations in support where possible. You could always present the IM in a chart if you would prefer .
Social Media campaign
Instagram – Target group are users of Instagram, Twitter (Smith and Jones, 2016)
To Inform (using stats) and educate about the value of quitting smoking with demonstrations about how to use nicotine patches.
Number of likes, shares will help measuring the success of the campaign against the objectives.
Use of blogs and success storied
Planning, Results and Learning
Which planning model did you use and why? In seminar we applied STELa ( see page 179- 182 of course text) Set out the methods for evaluation of the campaign ( click through, likes, success against objectives). What mechanism have you built into your intervention mix to evaluate behaviour change (has your target grouped stopped smoking/switched to cardboard packaging?? Also set out the expected learnings from the program. For example the expectation is that target group will know where to access the vaccination programme because the points of access ( GP surgeries) were used in the social media campaign) . Indicate the flow of learning from the programme- was value co-created throughout wider society ?
Ethical check list
Tick the boxes as they apply.
Most questions you have could be answered by the course book or looking back over the course content on Moodle.
If you have any questions please ask your tutor when we return.