978-1452292144 Appendix Appendix 1

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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).

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1.2 Identify the organization(s) involved in developing and implementing the plan.

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1.3 Summarize key background information leading to the development of this plan,

ideally using reliable statistics (e.g., percent decrease in salmon populations).

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1.4 What is the campaign purpose, the intended impact (e.g., reduced teen pregnancies,

increased protection of salmon habitats)?

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Appendix A

SociAl MArketing plAnning WorkSheetS

Appendix A Social Marketing Planning Worksheets 505

1.5 What is the campaign focus, the approach you will be using to contribute to your

plan’s purpose (e.g., residential gardening practices)? Areas of focus may be solu-

tion-oriented (e.g., soft shore buffers), population-based (e.g., homes on streams), or

product-related strategies (e.g., native plants).

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Refer to Chapter 4 for a detailed description of the process.

506 SOCIAL MARKETING

STEP 2: CONDUCT A SITUATION ANALYSIS

(Identify Two to Three Bullet Points for Each)

Organizational Factors: Organizational Resources, Service Delivery

Capabilities, Expertise, Management Support, Issue Priority, Internal

Publics, Current Alliances and Partnerships, Past Performance

2.1 What organizational strengths will your plan maximize?

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2.2 What organizational weaknesses will your plan minimize?

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External Forces: Cultural, Technological, Demographic, Natural,

Economic, Political/Legal, External Publics

2.3 What environmental opportunities will your plan take advantage of?

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2.4 What environmental threats will your plan prepare for?

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Prior and Similar Efforts

2.5 What findings from prior and similar efforts are noteworthy, those of yours and

others?

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Refer to Chapter 4 for a detailed description of the process.

Appendix A Social Marketing Planning Worksheets 507

STEP 3: SELECT TARGET AUDIENCES

3.1 Describe the primary target audiences for your program/campaign in terms of size,

problem incidence and severity, and relevant variables, including demographics,

psychographics/values and lifestyles, geographics, related behaviors, and/or readi-

ness to act (e.g., homeowners on shoreline properties engaged in landscaping and

interested in protecting the environment.):

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3.2 If you have additional important audiences that you will need to influence as well,

describe them here, to keep them in mind as you develop strategies. They may end

up being messengers or distribution channels (e.g., garden centers and nurseries):

___________________________________________________________________

Refer to Chapter 5 for a detailed description of the process and Worksheet A on page 518

in this Appendix.

508 SOCIAL MARKETING

STEP 4: SET BEHAVIOR OBJECTIVES AND TARGET GOALS

Objectives

4.1 Behavior Objective:

What, very specifically, do you want to influence your target audience to do as a

result of this campaign or project (e.g., plant native plants)?

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4.2 Knowledge Objective:

Is there anything you need them to know in order to act (e.g., how to identify native

plants at the nursery)?

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4.3 Belief Objective:

Is there anything you need them to believe in order to act (e.g., native plants can be

beautiful and easier to maintain)?

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Goals

4.4 What quantifiable, measurable goals are you targeting? Ideally, these are stated in

terms of behavior change (e.g., increase in sales of native plants). Other potential

target goals are campaign awareness, recall, and/or response and changes in knowl-

edge, belief, or behavior intent levels.

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Refer to Chapter 6 for a detailed description of the process and Worksheet B on page 519

in this Appendix.

Appendix A Social Marketing Planning Worksheets 509

STEP 5: IDENTIFY TARGET AUDIENCE BARRIERS, BENEFITS, AND

MOTIVATORS; THE COMPETITION; AND INFLUENTIAL OTHERS

Barriers

5.1 Make a list of barriers your audience may have to adopting the desired behavior.

These may be related to something, physical, psychological, economical, skills,

knowledge, awareness, or attitudes. (Try for a list of 5 to 10.)

Benefits

5.2 What are the key benefits your target audience wants in exchange for performing the

behavior (e.g., a yard that’s easier to maintain and increased wildlife on their prop-

erty)? This answers the question “What’s in it for me?” (Try for a list of 2 to 3.)

Motivators

5.3 What does your target audience say will make it more likely that they would do the

behavior? Ask them if there is something you can give them, say to them, or show

them that would help them (e.g., an easy way to know which nurseries sell native

plants and to identify plants at the nursery).

Competition

5.4 What are the major competing alternative behaviors (e.g., planting nonnative

plants)?

5.5 What benefits do your audiences associate with these behaviors (e.g., easier to find)?

5.6 What costs do your audiences associate with these behaviors (e.g., requires more

fertilizing)?

Influential Others

5.7 Relative to the desired behavior, who does your target audience listen to, watch, and/

or look up to?

5.8 What do you know about what these midstream audiences are currently saying and

doing regarding the desired behavior (e.g., staff at nurseries)?

Refer to Chapter 7 for a detailed description of the process and Worksheet C on page 520

of this Appendix.

510 SOCIAL MARKETING

STEP 6: DEVELOP A POSITIONING STATEMENT

Positioning Statement

6.1 Write a statement similar to the following, filling in the blanks:

“We want [TARGET AUDIENCE] to see [DESIRED BEHAVIOR] as [ADJECTIVES,

DESCRIPTIVE PHRASES, SET OF BENEFITS, OR HOW THIS BEHAVIOR IS

BETTER THAN THE COMPETITION] (e.g., “We want shoreline property owners

engaged in landscaping to see native plants as beautiful, easy to find, less hassle to

maintain, and a way to protect water quality and wildlife habitats”).”

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Refer to Chapter 9 for a detailed description of the process.

Appendix A Social Marketing Planning Worksheets 511

STEP 7: DEVELOP MARKETING STRATEGIES

7.1 Product: Creating the Product Platform

7.1.1 Core Product: What is the major perceived benefit your target audience wants

from performing the behavior that you will highlight? (Choose one or a few from

those identified in 5.2.)

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7.1.2 Actual Product: What, if any, tangible goods and services will you be offering

and/or promoting (e.g., 100 native plants to choose from, fruits and vegetables,

life vests, blood monitoring equipment, low-flow showerheads)?

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7.1.3 Augmented Product: Are there any additional tangible goods or services that

would assist your target audience in performing the behavior (e.g., workshop on

designing a native plant garden)?

Refer to Chapter 10 for a detailed description of the process.

7.2 Price: Fees and Monetary and Nonmonetary Incentives and

Disincentives

7.2.1 If you will be including tangible goods and services in your campaign, what, if

anything, will the target audience have to pay for them (e.g., cost of native plants,

life vests)?

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7.2.2 Describe any monetary incentives for your target audience (e.g., coupons,

rebates).

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512 SOCIAL MARKETING

7.2.3 Describe any monetary disincentives you will highlight (e.g., fines, increased

taxes, higher prices for competing products).

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7.2.4 Describe any nonmonetary incentives (e.g., recognition, such as yard plaques).

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7.2.5 Describe any nonmonetary disincentives (e.g., negative visibility, a website with

photos of properties where migratory birds have disappeared).

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Refer to Chapter 11 for a detailed description of the process.

7.3 Place: Develop the Place Strategy

As you determine each of the following, look for ways to make locations closer and more

appealing, to extend hours, and to be there at the point of decision making.

7.3.1 Where will you encourage and support your target audience to perform the desired

behavior and when?

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7.3.2 Where and when will the target audience acquire any related tangible goods?

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