Social Marketing

Week 2: Steps in the Strategic Marketing

Planning Process and the Keys to Success
Prof. Alicia Gonzlez-Sparks
 Central Topics

The strategic
marketing planning
process

The keys to success

Social Marketing - Week 2 2

 The strategic marketing planning
process
Logical process to follow when developing a
marketing plan
The process:
Develop
evaluation,
Identify target budget,
Purpose market Establish and
and focus (research desired implement
of the plan market) positioning ation plans

Analyze the Establish Design the

current marketing marketing
situation and goals and programs
environment objectives 4ps

Social Marketing - Week 2 3

Evolution of the marketing concept
The production concept
The product concept
The selling concept
The marketing concept
The holistic marketing
concept

Social Marketing - Week 2 4

 Shifts in Marketing Management
From marketing does the marketing to everyone does
the marketing
From organizing by product units to organizing by
customer segments
From building brands through advertising to building
brands through performance and integrated
communications
From focusing on profitable transactions to focusing on
customer lifetime value
From being local to being glocal both local and
global
Social Marketing - Week 2 5
 A social marketing plan
1 2 3 4
Describe the plan Conduct a situation Select target markets Set objectives and goals
background, purpose analysis
and focus

8 7 6 5
Outline a plan for Develop a strategic Craft a desired Identify the competition
monitoring and marketing mix positioning and target market
evaluation barriers and motivators

9 10
Establish budgets and Complete an
find funding sources implementation plan

Social Marketing - Week 2 6

 1. Describe the plan
background,
purpose and focus

10. Complete an 2. Conduct a

implementation
situation analysis
plan

Literature review
and colleague
9. Establish
budgets and find
interviews 3. Select target
markets
funding sources Internal
assessment
Target
Market

8. Outline a plan 4. Set objectives

for monitoring
and evaluation Formative and goals

research
Pretest

5. Identify the
7. Develop a competition and
strategic target market
marketing mix barriers and
motivators
6. Craft a desired
positioning

Social Marketing - Week 2 7

 Central Topics

The strategic
marketing planning
process

The keys to success

Social Marketing - Week 2 8

 Principles for success
take advantage of prior and existing
Principle #1 successful campaigns

start with target markets most ready for

Principle #2 action

promote single, simple, doable

Principle #3 behaviors; one at a time

identify and remove barriers to

Principle #4 behavior changes

bring real benefits into the present

Principle #5
Social Marketing - Week 2 9
 Principles for success
highlight costs of competing behaviors
Principle #6
promote a tangible good or service to help
Principle #7 target audiences perform the behavior

consider nonmonetary incentives in the

Principle #8 form of recognition and appreciation

make access easy

Principle #9
have a little fun with messages
Principle #10
Social Marketing - Week 2 10
 Principles for success
use media channels at the point of
Principle #11 decision making

try for popular/entertainment media

Principle #12
get commitments and pledges
Principle #13
use prompts for sustainability
Principle #14
track results and make adjustments
Principle #15
Social Marketing - Week 2 11