Social Marketing
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<strong>Social</strong> <strong>Marketing</strong> Tools 77<br />
Defining Behavior<br />
Target Audience<br />
Who?<br />
A specific target audience<br />
Coherence: What holds this<br />
group together? Similar risks,<br />
wants, needs, behaviors,<br />
demographics, etc?<br />
Defining Behavior Worksheet<br />
Target Audience<br />
Who?<br />
Define your target audience<br />
Checklist: Checklist:<br />
o Is this really a coherent group?<br />
Potential Impact: Is this<br />
segmenting enough to<br />
make a difference in your<br />
bottom line?<br />
o Is this segment big enough to make a difference<br />
in your bottom line?<br />
Action<br />
What?<br />
Key Issues Key Issues<br />
A specific action under a specific set of circumstances<br />
A segment of the audience What do you want the audience to do? And under<br />
what circumstances?<br />
An individual action: Must<br />
be a specific action taken by<br />
members of the audience<br />
Self Determined: Must be<br />
something under their control<br />
(i.e. can they do it?)<br />
Action<br />
What?<br />
Take a specific, observable action under certain conditions<br />
o Is this an action that can be taken by an individual in<br />
the target group?<br />
o Is this under the person’s control?<br />
o Do you specify the conditions?<br />
Condition: Must take into<br />
account the condition<br />
under which this would<br />
take place.<br />
<strong>Social</strong> <strong>Marketing</strong> Behavior A Practical Resource for <strong>Social</strong> Change Professionals
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