WEEK 9

MKT 365

WEEK 9

• Managing social marketing programs

• Tactical

• Once the strategy is developed you need to develop the

tactics/things needed to be done to execute the strategy

• Three important areas”

1. Developing a plan for monitoring and evaluating

2. Establishing budgets and finding funding

3. Creating an implementation plan and sustaining targeted

behaviors

RECAP! SO FAR WE…

1. Identified a target audience

2. You know what you want your audience to do

3. You know the benefits and barriers your audience faces

4. You know how the audience perceives competing

offerings/behaviors

5. You are aware of who your audience is influenced by

6. You have a positioning/value statement that will guide

your team’s decision making and your audience’s core

behavior

7. Developed the marketing mix for product, price and place

and promotion

10 STEPS

1. Conceptualize

2. Situational Analysis

3. Target Audience

4. Behavioral objectives and goals

5. Barriers, Benefits and Competition

6. Positioning Statement

7. Marketing Mix (4 p’s)

8. Monitoring and Evaluating

9. Budget

10.Implementation

• Difficult

• Expensive

• Can bring bad news

• Why do it?

STEP 8: MONITORING AND

EVALUATING

• Do better next time

• Change existing course in order to do better now

• Stakeholders/partners want to know about results

• Figure out what is working best and allocate remaining resources accordingly

• Not blindly following what you think things look like but testing environment to discover reality!

REASONS FOR

MONITORING

• Why are you conducting

the measurement and

who will look at results?

• What will be measured?

• How will it be measured?

• When will the

measurements be taken?

• How much will it cost?

• What will you do with the

results?

PLANNING EVALUATION

EFFORTS

• Program logic

models require

specific

measurements:

• Inputs

• Outputs

• Outcomes

• Impact

• Return on investment

WHAT WILL BE

MEASURED?

• Qualitative surveys

• Quantitative surveys

• Observation

• Technical surveys

• Self-reported data

• Prior, during, after

campaign

HOW/WHEN WILL YOU

MEASURE?

Can be expensive but worth

it for a number of reasons…

Refocus efforts

Reallocate dwindling

resources

End wasteful spending

HOW MUCH WILL IT

COST

DEVELOP A PLAN

Take 15 minutes to develop an evaluation plan for a ‘stop texting’ campaign. The campaign is aimed at teen drivers still in high school. The goal of the campaign is to reduce the number of teen drivers that text while driving. The campaign uses a variety of communication devices and social media. It also employs potentially influential others like Ke$ha and Willow Smith who donated their time.

What would you measure before the campaign started that will help you understand effectiveness? Who would you ask? Think of five things you’d measure that will help you gauge/benchmark the campaign’s effectiveness.

What would you measure (inputs and outputs) during the campaign? Think of 3 typical inputs and 3 typical outputs you’d measure.

What would you measure after the campaign is over (impact)? Who would you measure? Think of a five question survey that measures campaign effectiveness.

Lots of ways to consider strategic

marketing budgets:

• Affordable method (I’ll use what I

have…)

• Competitive parity method (I’ll use

what others are using…)

• Objective-and-task method (I’ll use

what I need to get the job done…)

• All have strengths and weaknesses

STEP 9: BUDGETS

Product costs (costs associated with the good or service itself)

Price related costs (incentives)

Place related costs (delivery channels)

Promotion related (cost of promotion plan)

Evaluation related (costs of measuring effectiveness)

SOCIAL MARKETING

COSTS

• Coalitions

• Partnerships

• Grants

• Corporations

• CRM

SOURCES OF FUNDING

What will you do?

Who will be responsible?

When will it be done by?

What will it cost?

Think of it as a summary of

the overall strategic

marketing plan with specific

steps and action items

included.

STEP 10:

IMPLEMENTATION PLANS

Breaking down the plan into

manageable steps arranged

around one face it of it…

By target audience

By geographic area

By objective

By goal

By stage of change

By messages

By media channels

Other examples pp. 443-446

PHASING

Change over time that self-replicates.

Prompts (reminders, visual cues)

Anchoring (desired behavior or change is coupled with an existing one)

Commitments/pledges (affirmative statements/non-monetary incentives)

Social diffusion plans (symbols of participation, visible norms)

SUSTAINABILITY

EXERCISE

Going back to the stop teen texting and driving campaign:

• Come up with 3 creative ‘prompts’ for stopping teen

texting and driving

• Devise an anchor concept for the campaign

• Come up with one social diffusion ‘output’; In other

words, what can you use to make the act of choosing not

to text look visible that will result in self-replication

10 STEPS

1. Conceptualize

2. Situational Analysis

3. Target Audience

4. Behavioral objectives and goals

5. Barriers, Benefits and Competition

6. Positioning Statement

7. Marketing Mix (4 p’s)

8. Monitoring and Evaluating

9. Budget

10.Implementation

SOME FINAL THOUGHTS

ON YOUR PLAN

• Make sure your concept is well thought out and clear and ties a specific desired behavior change to it; establish how that behavioral change will help develop/strengthen the target audience’s community

• Have a clear value proposition that firmly establishes why your target audience should care about the campaign and engage in the desired behavioral change

• Ensure that your promotion section has a creative brief!

• Make certain your implementation plan reflects a thorough yet concise summary of the overall plan; see the book for an example

• The plan should be about 10-15 pp.; The presentation should be thorough at 20 minutes.

REVIEW SESSION