Consider the needs of your community and the world around you through the eyes of a social marketer. To this end, choose a social, environmental or health issue (e.g. recycling, smoking, domestic violence, speeding, healthy eating, Northern Territory Intervention, etc.) and a specific social marketing campaign as it exists. Employ the 16 principles of success to analyse your selected social marketing campaign.
Part 1:
1.1 Summarise the key background information leading to the development of this issue.
(e.g. Increased rates in teen pregnancies, decreased whale populations).
1. Justify the choice of this problem. What is the cost to the community of this problem continuing? What has been tried so far? What impact has that had? Why do we need a fresh approach?
1.2 What is the campaign purpose and intended impact or benefit? (e.g. reduced teen pregnancies, protection of whales).
1. How will we evaluate the campaign? What are its measurable outcomes?
1.3 What is the campaign focus? (e.g. teen abstinence, changed laws prohibiting whaling).
1. Who is trying to address the issue? (e.g. government: federal, state, local; non-profit organisations, including charities; commercial organisations)
1.4 Conduct a situation analysis
1. Internal Strengths, Internal Weaknesses, External Opportunities, External Threats
Part 2:
2.1 Who is the target group?
2.2 Define the Objectives
1. What behaviours, knowledge and beliefs are you trying to change?
2. What goal is the campaign targeting?
3. What are the barriers your audience may have to adopting the desired behaviour?
2.3 What are the key benefits your target audience will be motivated by?
1. Remember to separate benefits for the target person from benefits to the community (unless strategy is to tap into community guilt e.g., stop smoking for your children's sake.)
2.4 What are the competing alternative behaviours?
1. What benefits do your audiences associate with these behaviours?
2. What costs do your audiences associate with these behaviours?
PART 3:
3.1 Write a positioning statement
1. We want [TARGET AUDIENCE]
2. to see [DESIRED BEHAVIOUR]
3. as [DESCRIPTION PHRASE]
4. and as more important and beneficial than [COMPETITION].
3.2 Product design and platform
1. What is the core, actual and augmented products being offered?
3.3 Price
1. Describe the monetary and nonmonetary incentives and disincentives for your target audience.
3.4 Place
1. Where and when will the target audience perform the desired behavior?
2. Are there any groups or individuals in the distribution channel able to encourage and support your efforts?
3.5 Promotion
1. Describe the key messages communicated to the target audiences.
2. Who delivers and/or sponsors the message?
3. Summarise the creative strategies: logos, taglines, copy/script, visuals, colours, sounds
4. What communication channels are used?