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Lee, Social Marketing, Fifth Edition Instructor’s 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 are embarking on
this project and, in broad and brief terms, what you want to accomplish and
where you will focus your effort. This will include:
1. Identifying the social issue your plan will address
2. Noting the organization(s) that will be sponsoring the
e(ort
3. Gathering and presenting background information relative
to the social issue
4. Choosing a campaign purpose
5. Brainstorming and then selecting a focus for this plan
Step 2 provides rich descriptions of the marketplace where you will be vying
for your customers and entails creating a common understanding of the
organizational and external challenges you will face by conducting an
analysis of:
1. Organizational strengths to maximize and weaknesses to minimize
related to organizational resources, service delivery, management
support, issue priority, internal publics, current alliances and partners,
and past performance.
2. External opportunities to take advantage of and threats to prepare for
related to cultural, technological, demographic, natural, economic, and
political/legal forces, as well as external publics other than current
partners and alliances.
3. Prior similar campaigns, with an interest in lessons learned as well as
opportunities for using existing research, plans, and materials
developed by others.
Exploratory research informs the process of identifying a purpose and focus
and conducting a situation analysis and also provides a rationale for your
decisions.
Lee, Social Marketing, Fifth Edition Instructor’s Resources
