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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
related products
or services
“sold” (e.g.,
native plants)
•Changes in
behavior intent
•Changes in
knowledge
•Changes in
beliefs
•Responses to
campaign
elements (e.g.,
hits on a
website)
•Campaign
awareness
•Customer
satisfaction
levels
•Policy changes
•Partnerships and
contributions
created
Indicators that
show levels of
impact on the
social issue that
constituted the
focus of the effort:
•Lives saved
•Diseases
prevented
•Injuries
avoided
•Water quality
improved
•Water supply
increased
•Air quality
improved
•Landfill
reduced
•Wildlife and
habitats
protected
•Animal cruelty
reduced
•Crimes
prevented
•Financial well-
being
improved
Economic value of
changes in
behavior and
calculated rate of
return on the
spending
associated with the
effort:
•For every
dollar spent,
dollars saved
or generated
•After
subtracting
expenses, rate
of return on
investment
