Parts
of a Social Marketing Plan |
Executive
Summary
(Principle Goals and
Recommendations) |
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Table
of Contents |
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Current Social Marketing
Situation
Profile
of Target Adopter Population |
Review
of Social Product |
Assessment
of Alternative Sources
of Target Adopters'
Satisfaction |
Scan
of Environment
Demographic |
Economic |
Physical |
Technical |
Political/Legal |
Socio-Cultural |
(discuss only the ones
that directly affect your product)
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Opportunities
and Threats
(Assess Opportunities
Provide Contingency Plans For Threats) |
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Objectives
(Specific, Measurable,
Attainable) |
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Social
Marketing Strategies
Social Marketing Mix for
Target Customers
Market Research |
Targeting |
Positioning |
Communication
Channels |
Distribution
Channels |
Publicity |
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Action
Programmes
(What? When? Who? How?) |
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Social
Marketing Budget
(Consider the issues more
than just numbers; you don't need to make up a
budget, but you do need to consider and deal with
the problems you will face with respect to funding
your campaign - where you will get the money and
how you will best spend it) |
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Controls
(What controls and methods
of measurement will you put in place to ensure
that when you are finished, you have done what you
set out to do?) |
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