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Lee, Social Marketing, Fifth Edition Instructor’s 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
you’ve planned the right things. An implementation plan functions as a
concise working document that can be used to share and track planned
e"orts. It provides a mechanism to ensure that you do what you said you
would do, on time, and within budgets. Key components of the plan include
the following: What will you do? Who will be responsible? When will it be
done?
How much will it cost?
Formats for plans vary from simple plans incorporated in the executive
summary of the marketing plan to complex plans using software programs.
The ideal plan identifies activities over a period of two to three years.
Plans are often presented in phases, usually broken down into months
or years. Several frameworks can be used to determine and organize phases,
including target audiences, geographic areas, campaign objectives, campaign
goals, stages of change, products, pricing, distribution channels, promotional
messages, and communication channels. Often it will be a combination of
these factors.
Typical strategies to sustain visibility for your campaign, as well as to
target audience behaviors, include the use of prompts and commitments,
social di"usion, and existing infrastructures. Prompt tactics and mechanisms
include signage, stickers, mailings, electronic reminders, labels on packaging,
and email alerts. New or additional prompts you identify at this stage in the
planning process are most often noted as promotional strategies, and
commitments are nonmonetary incentives. Taking advantage of public places
and agency partnerships may involve placing signage on government
property or messaging in their existing materials (e.g., messages regarding
texting and driving in driver’s education tests).
Several techniques may be used to increase buy-in, approval, and
support for your plan. First, include representatives from key internal and
external groups on the planning team. Second, share a draft plan with
decision makers and those key to implementation before finalizing your plan.
Third, once the plan is finalized, consider developing and disseminating a
concise summary of the plan. It could be as simple as a one-pager that
presents the purpose, focus, target audience, objectives, key strategies, and
evaluation plan.
