ch5 social marketing mapping environmrnt_acu
DESCRIPTION
Book: Social MarketingPhilip Kotler & Nancy LeeSummary of Ch 4, for Ahram Canadian University (ACU), Faculty of Mass Com.TRANSCRIPT
Mapping Internal & External Mapping Internal & External EnvironmentEnvironment
Dr. Samir AlDr. Samir Al--AlfyAlfySenior Communication AdvisorSenior Communication Advisor
JHU/CCPJHU/CCPMarch 2010March 2010
STEPS OF SOCIAL MARKETING PLANSTEPS OF SOCIAL MARKETING PLAN
STEPS OF SOCIAL MARKETING PLANSTEPS OF SOCIAL MARKETING PLAN
Step 1: Background, Purpose, and Focus
Public health, safety concern, environment, community problem
Present information & facts• What’s the problem?
• How bad is it?
• What Happened?
• What is contributing to the problem?
• How do you know?
(Epidemiological, scientific, research data)
Background:
STEPS OF SOCIAL MARKETING PLANSTEPS OF SOCIAL MARKETING PLAN
Step 1: Background, Purpose, and Focus
Purpose: (A broad purpose statement for the campaign)
• What’s the potential impact of a successful campaign?
• What difference will it makes?
Is the ultimate impact (benefit) that will be realized if your target audience performs the desired behaviors at the intended levels.
Decrease the spread of HIV/AIDS among Egyptians.
Improve water quality in Lake Mariotia.
Ex.
STEPS OF SOCIAL MARKETING PLANSTEPS OF SOCIAL MARKETING PLAN
Step 1: Background, Purpose, and Focus
Focus:
• Behavior Change Potential
• Market Supply (addressed by other organizations or campaign)
• Organizational Match (matching the sponsoring organization)
• Funding Sources & Appeal
• Impact
To narrow the scope of the plan, choosing from the vast number of potential options to contribute to the plan’s purpose.
Behavior related, population related, product related (broad)
Criteria:
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
(Microenvironment)
(Macro environment)
Economic Forces
Economic Forces
Political Forces
External Publics
Natural Forces
Technolog. Forces
Cultural Forces
Target Audience
Demographic Forces
(Macroenvironment)
(Microenvironment)
Issue Priority
Internal Public
Managemt. support
Service Delivery
Alliances &Partners
Resources
Past Performanc
PriceProduct
PromotionPlaceMarketing
Mix