978-1452292144 Appendix Appendix 2

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 for a detailed description of the process.

7.4 Promotion: Decide on Messages, Messengers, Creative Strategies, and

Communication Channels

7.4.1 Messages: What key messages do you want your campaign to communicate to

target audiences?

__________________________________________________________________

7.4.2 Messengers: Who will deliver the messages and/or be the perceived sponsor?

__________________________________________________________________

7.4.3 Creative Strategies: Summarize, describe, or highlight elements such as logos,

taglines, copy, visuals, colors, script, actors, scenes, and sounds in broadcast

media.

__________________________________________________________________

514 SOCIAL MARKETING

7.4.4 Communication Channels: Where will your messages appear?

__________________________________________________________________

Refer to Chapters 13 and 14 for a detailed description of the process.

Appendix A Social Marketing Planning Worksheets 515

STEP 8: DEVELOP A PLAN FOR MONITORING AND EVALUATION

8.1 What is the purpose of this evaluation? Why are you doing it?

___________________________________________________________________

8.2 For whom is the evaluation being conducted? To whom will you present it?

___________________________________________________________________

8.3 What inputs, outputs, outcomes, and impact will be measured?

___________________________________________________________________

8.4 What techniques and methodologies will be used to conduct each of these

measurements?

___________________________________________________________________

8.5 When will these measurements be taken?

___________________________________________________________________

8.6 How much will this cost?

___________________________________________________________________

Refer to Chapter 15 for a detailed description of the process and Worksheet D on

page 521 in this Appendix.

516 SOCIAL MARKETING

STEP 9: ESTABLISH BUDGETS AND FIND FUNDING SOURCES

9.1 What costs will be associated with product-related strategies?

___________________________________________________________________

9.2 What costs will be associated with price-related strategies?

___________________________________________________________________

9.3 What costs will be associated with place-related strategies?

___________________________________________________________________

9.4 What costs will be associated with promotion-related strategies?

___________________________________________________________________

9.5 What costs will be associated with evaluation-related strategies?

___________________________________________________________________

9.6 If costs exceed currently available funds, what potential additional funding sources

can be explored?

___________________________________________________________________

Refer to Chapter 16 for a detailed description of the process.

Appendix A Social Marketing Planning Worksheets 517

10.2 If you are conducting a pilot or plan with several phases, complete a grid for each

phase.

Refer to Chapter 17 for a detailed description of the process. For an electronic version of

this plan, visit www.socialmarketingservice.com.

STEP 10: COMPLETE AN IMPLEMENTATION PLAN

10.1 Sample Implementation Plan

What Who When How much

518 SOCIAL MARKETING

Worksheet A

Selecting Target Audiences

1

Potential

Target

Audiences

2

Size

3

Problem

Incidence

4

Readiness

to Act

5

Ability to

Reach

6

Match for the

Organization

7

Average Score

(From 2, 3, 4, 5)

1. POTENTIAL TARGET AUDIENCES: Relative to a campaign purpose (e.g., improve water

quality) and focus (e.g., yard care), brainstorm and then list potential target audiences. A target

audience is a segment of a population that has similar characteristics. Potential audiences may

be grouped based on one or more variables, including demographics, geographics, values and

lifestyles, or current related behaviors (e.g., homeowners with large lawns).

2. SIZE: As a segment of a population, what is the actual or relative size of this segment?

3. PROBLEM INCIDENCE: How significant is the contribution that this audience makes to the

environmental problem (e.g., shoreline properties or frequency of fertilizing)?

4. READINESS TO ACT: How concerned is the target audience with the problem issue/

behavior?

5. ABILITY TO REACH: Can you identify them and do you have efficient ways to reach them?

6. MATCH FOR THE ORGANIZATION: Does this audience support your organizational

mission, expertise, and positioning?

7. AVERAGE SCORE: This can be a “weighted average” to give increased significance to one

or more of the items, or it can be an “unweighted average,” with each aspect being considered

equally important.

A variety of scales have been used to rank these items: (a) high, medium, low; (b) scale of 1 to

10, (c) scale of 1 to 7, (d) scale of 1 to 5. The one used will depend on how much verifiable infor–

mation is available.

Appendix A Social Marketing Planning Worksheets 519

Worksheet B

Prioritizing Behaviors

TARGET AUDIENCE ___________________________________________________

1

Potential

Behaviors

to Rank

2

Impact on

the Social

Issue

3

Willingness of

Target

Audience to do

this Behavior

4

Measurability

5

Market

Opportunity

6

Market

Supply

5

Average Score

(From 2, 3, 4, 5, 6)

1. POTENTIAL BEHAVIORS TO RANK: Relative to a campaign purpose, focus, and target

audience, brainstorm and then list potential single, simple behaviors to promote (e.g., replac-

ing half of lawn with native plants).

2. IMPACT ON THE ENVIRONMENTAL ISSUE: What potential impact do scientists, techni–

cal staff, and/or engineers determine that this desired behavior will have on the environment

relative to other behaviors (e.g., using natural vs. chemical fertilizers vs. reducing lawn in half)?

3. WILLINGNESS: How willing is the target audience to do this? In the diffusion model, this would

be the percentage or number who are in the Help Me group versus the Show Me or Make Me group.

4. MEASURABILITY: Can the behavior be measured through either observation, record keep-

ing, or self-reporting?

5. MARKET OPPORTUNITY: Estimate the percentage and/or number of people in the target

audience/population who are not already doing the behavior. (Note: The higher the number,

the higher the score.)

6. MARKET SUPPLY; Does the behavior need more support? If some other organization or

organizations are already addressing this behavior, perhaps a different behavior would be more

beneficial to the social issue.

7. AVERAGE SCORE: This can be a “weighted average,” to give increased significance to one

or more of the items, or it can be an “unweighted average,” with each aspect being considered

equally important.

A variety of scales have been used to rank these items: (a) high, medium, low; (b) scale of 1 to

10, (c) scale of 1 to 7, (d) scale of 1 to 5. The one used will depend on how much verifiable infor–

mation is available.

(Adapted from Doug McKenzie-Mohr, www.cbsm.com.)

520 SOCIAL MARKETING

Worksheet C

Using the 4Ps to Reduce Barriers and Increase Benefits

Desired Behavior: _____________________________________________________________

Target Audience: _____________________________________________________________

For each of the target

audience’s perceived

barriers and potential

benefits, consider

whether one or more of

the 4Ps would help

reduce the barrier and

provide desired benefits.

Potential Strategies using the 4PS

To Reduce Barriers and Increase Benefits

Perceived Barriers to

Desired Behaviors

Product

Goods or

services to

promote or to

provide to help

the audience

do the behavior

Price

Incentives

and

disincentives

(includes use

of pledges and

commitments)

Place

Where goods

and services

can be

accessed or

behavior will

be performed

Promotion

Messages, messengers,

creative elements, and

communication channels

(includes use of prompts)

Desired Benefits

Appendix A Social Marketing Planning Worksheets 521

Worksheet D

Potential Evaluation Measures

Inputs Outputs Outcomes Impact

Return on

Investment

Resources

allocated to the

campaign or

program effort:

•Dollars

•Incremental

staff time

•Existing

materials

•Existing

distribution

channels

•Existing

partners

Program activities

conducted to promote a

desired behavior. These

measures do not indicate

whether the audience

“noticed” or responded

to these activities. They

represent only what was

“put out there,”

including:

•Number of materials

disseminated

•Number of calls made

•Numbers and types of

distribution channels

for any products or

services

•Number of events

held

•Websites created/

utilized

•Social media tactics

•Reach and frequency

of communications

•Free media coverage

•Paid media

impressions

•Implementation of

program elements

(e.g., whether on

time, on budget)

Audience responses

to outputs,

including:

•Changes in

behavior

•Changes in

numbers of