Strategic Marketing Planning Strategic Marketing Planning ProcessProcess

Dr. Samir AlDr. Samir Al--AlfyAlfySenior Communication AdvisorSenior Communication Advisor

JHU/CCPJHU/CCPFebruary 2010February 2010

Traditional planning models rely too much on tactical interventions and too little on strategy needed to sustain long-term change. In social marketing, consumer research provides the genepool and strategy serves as the DNA structure needed to bring that information to life.

-Carol Bryant

University of South Florida

“A logical process to follow when developing a marketing plan- whether for a for-profit corporation, nonprofit organization, or public sector agency”

Strategic Marketing Planning ProcessStrategic Marketing Planning Process

1. Why are you doing this?

2. Where are you today?

3. Where do you want to go?

4. How are you going to get there?

5. How will you keep on track?

Marketing Concepts (customer-centered mind-set)

Strategic Marketing Planning ProcessStrategic Marketing Planning Process

• The Production Concept: widely available & inexpensive

• The Product Concept: build it and they will come

• The selling Concept: selling & promotion efforts

• The Marketing Concept: sense-and-respond

• The Holistic Marketing Concept: - Relationship marketing

- Integrated marketing

- Internal marketing

Shift in Marketing Management

Strategic Marketing Planning ProcessStrategic Marketing Planning Process

• From Marketing does the marketing to everyone does the marketing

• From organizing by product units to organizing by customer segments

• From building brands through advertising to building brands through performance and integrated communications

• From focusing on profitable transactions to focusing on customer lifetime value

• From being local to being “glocal”

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Differences from commercial plans

1. Target markets selected prior to establishing objectives & goals

2. Competition isn’t identified in situation analysis

3. Goals are the quantifiable measures of the plan

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Step 1: Background, Purpose, and Focus

What’s the problem?

What happened?

(Epidemiological, scientific, research data)

Purpose statement: reflects the benefit of a successful campaign

Focus: to narrow the scope of the plan

STEPS OF SOCIAL MARKETING PLANSTEPS OF SOCIAL MARKETING PLANStep 2: Conduct Situation Analysis

SWOT analysis:

Strengths,

Weaknesses,

Opportunities,

Threats

Internal Factors

External Factors

Review existing: § Health & demographic data§ Survey results§ Study findings§ Any available data § Past or similar efforts

STEPS OF SOCIAL MARKETING PLANSTEPS OF SOCIAL MARKETING PLANStep 3: Select Target Markets

§ Geographic, demographic, economic, and social factors.§ Knowledge, attitudes, practices, and advocacy.§ Community variables.§ Mass media exposure.

Look for:

1- Segmentation: 2- Evaluate Segments: 3- Targeting:

1ry Target Audiences 2ry Target Audiences

Profile : Prepare an audience profile.

STEPS OF SOCIAL MARKETING PLANSTEPS OF SOCIAL MARKETING PLANStep 4: Objectives & Goals

• Behavior Objectives:

Behavior to do, Accept, Reject, Modify, Abandon

• Knowledge Objectives: Information, facts

• Belief Objectives: feelings, attitude

TTime boundime boundمحدده لفترة زمنیةمحدده لفترة زمنیةRRealisticealisticواقعیةواقعیة

AAppropriateppropriateمالئمة مالئمة MMeasurableeasurableقابلة للقیاس قابلة للقیاس

SSpecificpecificSMART Objectivesمحددةمحددة

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Step 5: Competition, Barriers & Motivators

What target market is currently doing or prefer to do (competition)

What real and/or perceived barriers to the desired behavior

What would motivate them to “buy” it.

Step 6: Positioning

How you want your target audience to see the behavior you want them to buy – relative to competing behavior. Branding

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Step 7: Marketing Mix (4Ps)

Product: Core Product: Benefits of desired behavior

Actual Product: desired behavior

Augmented product: additional tangible objects/services

Price: monetary costs, incentives, disincentives

nonmonetary incentives, disincentives

Place: your delivery system or distribution channel

Promotion: Communication Strategymessages, messengers, communication channels.+ Logos, Slogans, Taglines

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Step 8: Plan for Monitoring & Evaluation

Measures will be used to evaluate the success of your effort

Desired levels of changes in behavior, knowledge, beliefs

Categories of evaluation:

Output: measures campaign activities

Outcome: target market responses & changes in knowledge, beliefs, behavior

Impact: contribution to the plan purpose

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Step 9: Budget & Funding Sources

Step 10: Implementation Plan

Final budget delineating secured funding sources & reflecting any contributions from partners.

Who will do what, when, for how much• Marketing activities (outputs)

• Responsibilities

• Time frames

• Budgets

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Marketing Research