Social Marketing: Changing Behaviors for Good 5th Edition

504 STEP 1: DESCRIBE THE SOCIAL ISSUE, ORGANIZATION(S), BACKGROUND, PURPOSE, AND FOCUS OF YOUR PLAN 1.1 Briefly identify the social issue, sometimes referred to as the wicked problem, your plan will be addressing (e.g., tobacco use, air pollution, water contamination, homelessness, literacy). ___________________________________________________________________ ___________________________________________________________________ 1.2 Identify the organization(s) involved in developing and implementing

Appendix A Social Marketing Planning Worksheets 513 7.3.3 Where and when will the target audience acquire any associated services? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ 7.3.4 Are there any groups or individuals in the distribution channel that you will target to support efforts (e.g., nursery owners and their staff)? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Refer to Chapter 12

Lee, Social Marketing, Fifth Edition Instructors Resources Chapter 1 Defining and Distinguishing Social Marketing Chapter Summary Social Marketing is a process that uses marketing principles and techniques to influence target audience behaviors that will bene"t society as well as the individual. This strategically oriented discipline relies on creating, communicating, delivering, and exchanging o'erings that

Lee, Social Marketing, Fourth Edition Instructors Resources Chapter 1 Defining Social Marketing DISCUSSION QUESTIONS 1. Social marketing isnt always about changing a behavior. What is an example? 2. A few major di)erences between commercial marketing and social marketing were noted in this chapter. Do you see other important di)erences? 3. Relative to reducing tobacco use, what

Lee, Social Marketing, Fifth Edition Instructors Resources Chapter 10: Product: Creating a Product Platform Chapter Summary The product platform has three levels: the core product (the bene"t of the behavior), the actual product (any goods and/or services your e&ort will be developing or promoting), and the augmented product (any additional product elements needed to

Lee, Social Marketing, Fourth Edition Instructors Resources Chapter 10: Product: Creating a Product Platform DISCUSSION QUESTIONS 1. What product type are most social marketing e orts? 2. Give an example for these: Potential Actual Products Goods Services Existing New Products Developed to Support Behaviors 3. Develop a product platform for a campaign focusing on physical activity or backyard composting? 4.

Lee, Social Marketing, Fifth Edition Instructors Resources Chapter 11: Price: Determining Monetary and Nonmonetary Incentives and Disincentives Chapter Summary The price of a social marketing product is the cost that the target audience associates with adopting the new behavior. Costs may be monetary or nonmonetary in nature. Your task is to use this second tool

Lee, Social Marketing, Fourth Edition Instructors Resources Chapter 11: Price: Determining Monetary and Nonmonetary Incentives and Disincentives DISCUSSION QUESTIONS 1. In a social marketing environment, are most costs monetary or nonmonetary in nature? 2. What are the Price-related tactics? 3. Authors emphasize that only some of the costs identified in this step will be solved with

Lee, Social Marketing, Fifth Edition Instructors Resources Chapter 12: Place: Making Access Convenient and Pleasant Chapter Summary Place, the third P, is where and when the target market will perform the desired behavior, acquire any related tangible objects, and receive any associated services. Distribution channels, as they are often referred to in the commercial sector,

Lee, Social Marketing, Fourth Edition Instructors Resources Chapter 12: Place: Making Access Convenient and Pleasant DISCUSSION QUESTIONS 1. What place strategies could be considered to influence: using sunscreen; breastfeeding for at least 6 months; disposing of compact fluorescent light bulbs properly; donating blood; disposing of cigarettes properly 2. As a social marketer, how would you defend

Lee, Social Marketing, Fifth Edition Instructors Resources Chapter 13: Promotion: Deciding on Messages, Messengers, and Creative Strategies Chapter Summary Promotion is persuasive communication and is the tool we count on to ensure that the target audience knows about the o!er, believes they will experience the stated benefit, and is inspired to act. There are four major

Lee, Social Marketing, Fourth Edition Instructors Resources Chapter 13: Promotion: Deciding on Messages, Messengers, and Creative Strategies DISCUSSION QUESTIONS 1. Why is it important to determine messages strategies before media strategies? 2. In developing a creative brief, what are potential supports to a promise that safe gun storage will keep your family safe and prevent your gun

Lee, Social Marketing, Fifth Edition Instructors Resources Chapter 14: Promotion: Selecting Communication Channels Chapter Summary Communication channels, also referred to as media channels, can be categorized as one of three types: mass, selective, or personal. Mass media channels are called for when large groups of people need to be quickly informed and persuaded regarding

Lee, Social Marketing, Fourth Edition Instructors Resources Chapter 14: Promotion: Selecting Communication Channels DISCUSSION QUESTIONS 1. What media channels would you consider for a fruits and vegetables campaign targeting elementary school kids? 2. What are the pros, cons and challenges related to the social media channel? 3. What additional desired behaviors might bene't from

Lee, Social Marketing, Fifth Edition Instructors Resources Chapter 15: Developing a Plan for Monitoring and Evaluation CHAPTER SUMMARY Key components of an evaluation and monitoring plan are determined by answers to the following questions: Why are you conducting this measurement and who is the audience for the results? What will you measure? How

Lee, Social Marketing, Fourth Edition Instructors Resources Chapter 15: Developing a Plan for Monitoring and Evaluation DISCUSSION QUESTIONS 1. What is the difference between monitoring and evaluation? 2. Why is this plan developed before a budget? 3. What is the very first question you ask yourself when developing the evaluation plan? Why? 4. What is new

Lee, Social Marketing, Fifth Edition Instructors Resources Chapter 16: Establishing Budgets and Finding Funding Chapter Summary Preliminary budgets are best determined by using the objective-and-task method, in which budgets are established by (a) reviewing speci&c objectives, (b) identifying the tasks that must be performed to achieve these objectives, and (c) estimating the costs associated with

Lee, Social Marketing, Fourth Edition Instructors Resources Chapter 16: Establishing Budgets and Finding Funding DISCUSSION QUESTIONS 1. What do you think of Sesame Streets study and conclusion? Nickelodeons e"ort? 2. Which of the three approaches to establishing budgets do you use most often? Why is the Objective-Task Method considered ideal by the authors? 3. What are

Lee, Social Marketing, Fifth Edition Instructors Resources Chapter 17: Creating an Implementation Plan and Sustaining Behavior Chapter Summary Developing an implementation plan is Step 10, the final step in the marketing plan model. It turns strategies into actions and is critical to doing things right, even if youve planned the right things. An implementation plan

Lee, Social Marketing, Fourth Edition Instructors Resources Chapter 17: Creating an Implementation Plan and Sustaining Behavior DISCUSSION QUESTIONS 1. What strikes you as unusual about the Mental Health Stigma Social Marketing Plan? (Note: Targeting Policymakers) 2. Does the phasing strategy make sense to deal with realities of fund availability? What is a downside? 3. What

Lee, Social Marketing, Fifth Edition Instructors Resources Chapter 2 10 Steps in the Strategic Marketing Planning Process Chapter Summary Marketing planning is a systematic process, and a 10-step model is recommended for developing social marketing plans. You begin with clarifying the purpose and focus for your plan; you move on to analyzing the current situation

Lee, Social Marketing, Fourth Edition Instructors Resources Chapter 2 10 Steps in the Strategic Marketing Planning Process DISCUSSION QUESTIONS 1. Give an example of a social marketing e"ort for each of the noted marketing concepts: Production, Product, Selling, Marketing, and Holistic Marketing. 2. Marketing Highlight: Who was the initial target audience? Then, who

Lee, Social Marketing, Fifth Edition Instructors Resources Chapter 3 Determining Research Needs and Options Chapter Summary It may be easiest for you to remember (even understand) familiar research terms by recognizing the criteria used to categorize them: By research objective: exploratory, descriptive, and causal By stage in planning process: formative, pre-test, monitoring, evaluation By source

Lee, Social Marketing, Fourth Edition Instructors Resources Chapter 3 16 Tips for Success DISCUSSION QUESTIONS 1. Give an example of taking advantage of prior and existing successful campaigns. 2. Why do the authors consider it a "gift" to know your target audiences' barriers? 3. Who do social marketers compete with? 4. What is an example in your

Lee, Social Marketing, Fifth Edition Instructors Resources Chapter 4 Choosing a Social Issue, Purpose, and Focus for your Plan and Conducting a Situation Analysis CHAPTER SUMMARY This chapter has introduced the first two of the 10 steps in the social marketing planning model. Step 1 is intended to help you (and others) clarify why you

Lee, Social Marketing, Fourth Edition Instructors Resources Chapter 4 Determining Research Needs and Options DISCUSSION QUESTIONS 1. Which, if any, of the research myths mentioned are ones you identify with? 2. Explain, in your own words, the basic di&erences between qualitative and quantitative research. 3. Assume you are at the beginning stages of developing a plan

Lee, Social Marketing, Fifth Edition Instructors Resources Chapter 5 Segmenting, Evaluating, and Selecting Target Audiences CHAPTER SUMMARY Selecting target audiences is a three-step process: (1) Segment the market, (2) evaluate segments, and (3) choose one or more segments for targeting. Traditional variables used to describe consumer markets include demographics, geographics, psychographics, and behavior variables. Five

Lee, Social Marketing, Fourth Edition Instructors Resources Chapter 5 Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis DISCUSSION QUESTIONS 1. Brainstorm potential focuses of a plan to deal with Childhood Obesity and conduct a hypothetical evaluation based on these criteria: behavior change potential; market supply; organizational match; funding sources and

Lee, Social Marketing, Fifth Edition Instructors Resources Chapter 6 Setting Behavior Objectives and Target Goals CHAPTER SUMMARY The primary objective of a social marketing campaign is behavior change. All social marketing campaigns should be designed and planned with a specific behavior objective in mindsomething we want our target audience to do. Behavior objectives should

Lee, Social Marketing, Fourth Edition Instructors Resources Chapter 6 Segment, Evaluate, and Select Target Audiences DISCUSSION QUESTIONS 1. For a campaign targeting tobacco cessation, describe three potential target audience segments using at least three segmentation variables. 2. Why do you think many program planners have concerns with a concentrated (niche) marketing approach? What advice do

Lee, Social Marketing, Fifth Edition Instructors Resources Chapter 7 Identifying Barriers, Benefits, Motivators, the Competition, and Inuential Others Chapter Summary In this important step in the marketing planning process, you take time out to deepen your understanding of your target audience. What you are most interested in knowing are perceived barriers, benefits, motivators, competitors, and

Lee, Social Marketing, Fourth Edition Instructors Resources Chapter 7 Setting Behavior Objectives and Goals DISCUSSION QUESTIONS 1. Can the terms Objectives and Goals work for you? Does it make sense that in marketing goals are related to sales and that sales in social marketing are changes in behavior. 2. What are the 5 considerations

Lee, Social Marketing, Fifth Edition Instructors Resources Chapter 8 Tapping Behavior Change Theories, Models, and Frameworks Chapter Summary This chapter is intended to be used as a quick reference guide for identifying and understanding theories, models, and frameworks that can inform and inspire development of audience-driven social marketing strategies, including: Step 3: Selecting target

Lee, Social Marketing, Fourth Edition Instructors Resources Chapter 8 Identifying Barriers, Benefits, the Competition, and Inuential Others DISCUSSION QUESTIONS 1. Describe the Exchange Theory. What implications do you see for your marketing planning? 2. What examples do you have of where the target audiences perceived benefit might be di*erent than those of the campaign sponsor? 3. In,uential

Lee, Social Marketing, Fifth Edition Instructors Resources Chapter 9: Crafting a Desired Positioning Chapter Summary Positioning is the act of designing the organizations offering in such a way that it lands on and occupies a distinctive place in the mind of the target marketwhere you want it to be. Step 6 in the marketing

Lee, Social Marketing, Fourth Edition Instructors Resources Chapter 9: Crafting a Desired Positioning DISCUSSION QUESTIONS 1. In your own words, how would you use the positioning statement once you developed it? Who can you imagine working on developing the positioning statement? 2. What is a perceptual map? Describe one for reducing carbon emissions. Use two

CHAPTER 1 Understanding Social Marketing Type: E 1. What was your understanding of what social marketing is before taking this course? *a. Potential responses include: social media, advertising, behavioral economics, government nanny states, social change Type: E *a. Potential responses include: social media, advertising, behavioral economics, government nanny

CHAPTER 2 10 STEPS IN THE STRATEGIC MARKETING PLANNING PROCESS Type: E Type: E Type: E 1. For the Marketing Highlight discussing WaterSense, what similar effort did EPA leverage to inspire this effort. *a. ENERGY STAR. *a. ENERGY STAR. *a. ENERGY STAR. Type: E 2. What is

CHAPTER 3 DETERMINING RESEARCH NEEDS AND OPTIONS Type: E 1. If you were charged with an effort to reduce texting while driving: What types of existing research would you investigate? What types of new research would you want to conduct? *a. Local statistics on incidence and related crashes,

CHAPTER 4 CHOOSING A SOCIAL ISSUE, PURPOSE, AND FOCUS FOR YOUR PLAN: CONDUCTING A SITUATION ANALYSIS For this first set of 10 questions, you will demonstrate understanding of components of Step #1 and Step #2 by choosing a hypothetical example and then briefly, using just a phrase or

CHAPTER 5 Segmenting, Evaluating, and Selecting Target Audiences Type: E 1. What are the major benefits of selecting a Target Audience for your effort? *a. Increased Effectiveness, Increased Efficiency, Input for Resource Allocation and Input for Developing Strategies *a. Increased Effectiveness, Increased Efficiency, Input for Resource Allocation and

CHAPTER 6 Setting Behavior Objectives and Target Goals Type: E 1. What is a Behavior Objective? *a. Something you want your target audience to DO. Type: E *a. Something you want your target audience to DO. Type: E *a. Something you want your target audience to DO.

CHAPTER 7 Barriers, Benefits, Motivators, Competition and Influential Others Type: E 1. What are 3 questions you could ask your target audience to understand their barriers to a behavior you want to influence them to do? *a. What concerns do they have about doing it? What are some

CHAPTER 8 Behavior Theories, Models, and Frameworks INDICATE WHAT STEP IN THE PLANNING MODEL THAT THIS THEORY, MODEL OR FRAMEWORK WILL PRIMARILY INSPIRE. SELECT FROM: A. Informing audience segmentation and selection B. Informing behavior selection and goals C. Deepening understanding of audience barriers, benefits,

CHAPTER 9 Crafting a Desired Positioning Type: E 1. What does a Positioning statement describe? *a. How you want your target audience to see, think, know or feel about doing the behavior. Type: E *a. How you want your target audience to see, think, know or feel about

CHAPTER 10: Product: Creating a Product Platform Type: E 1. Why is the Product strategy the first P developed? *a. You need to know what the product is before you can price it, place it, or promote it. Type: E *a. You need to know what the product

CHAPTER 11 Price: Determining Monetary and Nonmonetary Incentives and Disincentives Type: E 1. List at least 2 types of options for increasing monetary incentives for the desired behavior: *a. Rebates, gift cards, allowances, cash incentives, free Type: E *a. Rebates, gift cards, allowances, cash incentives, free Type: E

CHAPTER 12 Place: Making Access Convenient and Pleasant 1. Which one of the following is not a component of the Place strategy? a. Where and when acquire any tangible goods and services. b. Where perform the behavior *c. What tangible goods and services are offered d. Ambiance of

CHAPTER 13 Promotion: Deciding on Messages, Messengers, and Creative Strategies Type: E 1. What is the objective of the Promotion tool? *a. Highlight the offer: Product, Price, Place. Might also mention inspire to action; highlight benefits; address barriers *a. Highlight the offer: Product, Price, Place. Might also mention

CHAPTER 14 Promotion: Selecting Communication Channels Type: E 1.Why are communication channels selected after Messages, Messengers and Creative Strategy? *a. Ideal, even feasible, communication channels are determined by messages (e.g., length), messengers (e.g., format), and creative elements (e.g., logos, taglines, copy, visuals) Type: E *a. Ideal, even feasible,

CHAPTER 15 Developing a Plan for Monitoring and Evaluation Type: E 1. Name three potential purposes for an evaluation. *a. To fulfill a grant requirement, To do better the next time, To get continued or increased funding, To help decide how to prioritize and allocate resources going forward,

CHAPTER 16 Establishing Budgets and Finding Funding Type: E 1. Describe the Affordable Method approach for establishing a budget. *a. Budget based on what organization has available or what spent in prior years Type: E *a. Budget based on what organization has available or what spent in prior

CHAPTER 17 Creating an Implementation Plan and Sustaining Behavior Type: E 1. Identify/list each of the 4 major components of an Implementation Plan: *a. What will be done? Who will do it? When will it get done? How much will it cost? Type: E *a. What will be