Social Marketing
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<strong>Social</strong> <strong>Marketing</strong> Tools 81<br />
BEHAVE Model <strong>Marketing</strong> Plan<br />
Step 1:<br />
Needs<br />
Step 2:<br />
Outcomes<br />
Step 3:<br />
Strategies<br />
Step 4:<br />
Tactics<br />
Step 5:<br />
Prototyping<br />
Step 6:<br />
Implement<br />
Step 7:<br />
Evaluate<br />
Step 8:<br />
Refine Program<br />
Question<br />
Everything<br />
Audience Action Determinants <strong>Marketing</strong> Mix<br />
What’s the social benefit? Why is the program being developed?<br />
Define the audience<br />
(primary and secondary)<br />
and the actions you want<br />
each audience to take.<br />
Conduct formative<br />
audience research.<br />
Review audience<br />
research.<br />
Gather audience in focus<br />
groups, one-on-ones, etc.<br />
Possible ongoing research<br />
of audience awareness,<br />
attitudes and actions to<br />
determine the effect of the<br />
interventions.<br />
Assess actions (are you<br />
changing the behavior).<br />
Are you in touch with<br />
audience? Did you pick<br />
the right audience? Is<br />
the audience changing?<br />
Based on research,<br />
determine key benefits<br />
and barriers. Define<br />
the potential change<br />
(e.g. Make helmets seem<br />
fashionable).<br />
Review perceived benefits<br />
and barriers.<br />
Test impact on perceived<br />
benefits and barriers.<br />
Ongoing measures of<br />
perceived benefits<br />
and barriers, including<br />
appeal.<br />
Assess awareness, attitudes,<br />
perceptions (precursors to<br />
behavior change).<br />
Have you chosen the<br />
right barrier and benefits?<br />
Are attitudes changing?<br />
Are there unintended<br />
consequences?<br />
Chose the specific<br />
strategies to make that<br />
happen. (e.g. Associate<br />
helmets with coolness).<br />
Chose tactics. (e.g.<br />
Get sexy TV stars to<br />
wear helmets). Create<br />
materials.<br />
Test pilot product, services,<br />
messages.<br />
Initiate program (reproduce<br />
and disseminate materials,<br />
buy media, etc).<br />
Assess dissemination<br />
effectiveness.<br />
Is you message getting<br />
through? (e.g. Is<br />
the creative “breaking<br />
through”?)<br />
1-page description of each<br />
audience and action using<br />
existing research. Pose<br />
questions you need to<br />
know next.<br />
A logical, research based<br />
written strategy that can<br />
be summarized in three<br />
or four brief bullet points.<br />
Suggest tactics.<br />
(See below)<br />
Materials for audience<br />
(TV spots, posters, brochures,<br />
stickers, earned media<br />
placement, etc.)<br />
Research report.<br />
Program materials.<br />
Research report.<br />
List of recommendations<br />
for the next stage of the<br />
program.
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