National Social Marketing Centre

Getting Started

Getting Started

• Overview of the social marketing planning guide

Describe the issue and why it’s important

• Writing a challenge statement

Starting to plan

• Do I think like a social marketer?

Assess risk

• Initial risk assessment

Review resources available

• Mapping resources and assets
• Resource analysis
• Guide to social marketing on a minimal budget

Plan a timeline

• Initial timeline and assumptions planning.

Scoping

Set up a steering group

• Establishing a steering group

Stakeholder engagement

• Analysing relationships with stakeholders
• Stakeholder communications
• Engaging stakeholders
• Identifying and mapping stakeholders

Identify available sources of information

• Electronic bibliographic databases

Reviewing existing knowledge and current practice

• Existing knowledge review approach
• Learning from previous interventions

Review internal and external factors

• STEEPLE analysis template
• SWOT analysis template

Choose who to target

• Segmentation example: variables and resources
• North West Public Health Observatory Tools for social marketing
• Behaviour tree analysis
• Effective segmentation criteria checklist
• Initial target audience segmentation

Identify what moves and motivates your audience

• A Newcomer's Guide to Market and Social Research, MRS
• Sources of Insight Guide, Word of Mouth Research Ltd
• Mapping motivations for behaviour
• Developing a picture of target audience influences

Understand why people behave the way they do

• Behavioural theory
• COI communications and behavioural change
• Understanding current behaviour
• Establishing behavioural patterns

Conduct competition analysis

• Competition analysis

Conduct exchange analysis

• Identifying exchange factors

Define behavioural goals and objectives

• Behaviour tree analysis
• Determining current behavioural cause

Identify intervention options

• Proposition Checklist
• Ethical issues checklist

Write a scoping report

• Outline scoping report content

Development

Further team and stakeholder development

• Stakeholder communications
• Reviewing relationships with stakeholders
• Engaging stakeholders

Develop the intervention and marketing mix

• Intervention mix development
• Marketing mix development
• CIM 7Ps resource
• Communications development

Develop your product or service

• Developing a product or service

Finalise behavioural goals for each target audience

• Behavioural analysis

Develop the evaluation plan

• Evaluation implementation plan

Prepare a social marketing plan

• Outline social marketing plan content

Implementation

Prepare for the intervention launch

• Pre-launch checklist

Monitor and evaluate the process

• Process evaluation methods

Evaluation

Evaluation design

• NSMC Compendium of Social and Market Research Sources
• MRS A Newcomers Guide to Market and Social Research
• Evaluation implementation plan

Conduct process evaluation

• Process evaluation areas for investigation

Conduct outcome evaluation

• Return on investment
• Logical framework example

Write the evaluation report

• Outline evaluation report content and structure

Follow up

Forward planning

• Follow-up stage checklist

Communicate the findings

• Common communication routes
• Follow-up commitment next steps