Social Marketing Planning for reducing air polution, - Coggle Diagram
Social Marketing Planning for reducing air polution
DECRIBE THE PLAN BACKGROUND, PURPOSE AND FOCUS
Begin with social issue to be addressed
-Find what is the problem in the community
eg : Air Pollution
Summarize factors that led to the issue and the development of the plan
-What is the problem
Eg : open burning, burning fossil fuels, climate change
Develop the purpose statement
The benefit of the campaign
The aim of the campaign
Eg : to produce a fresher air, the decrease respiratory problems
Select the focus to narrow the scope of the plan
Eg : stop open burning awareness
CONDUCT SITUATION ANALYSIS
Analyze the factors and forces in : the internal and external environment by using SWOT
-Maximize strength (S) and minimize weaknesses (W)
factors to consider are available resources, expertise, management support, current alliances and partners, delivery system capabilities, agency reputation and issue priority
External forces such as opportunities (O) and threats (T)
These forces are not within the marketer's control whether take advantage of opportunities or prepare for threats
-Factors to consider such as cultural, technological, natural, demographic, economic political, legal forces
Strength = to produce a healthier air
Weaknesses = limited resources such as manpower
Opportunities = Collaboration with volunteers
Threats = competition among individuals
SET OBJECTIVES AND GOALS
Something we want our target market to do by influencing them such as reject, accept, modify or abandon
eg : reject = open burning, accept = start disposing through the right channel modify = use recycling method to disposed, abandon = any activites that can cause air pollution
information or facts we want the target market to be aware of this will help the target market be motivated in changing their behaviour voluntarily
eg : smoke that is released to the air will result in increment of toxic in air
-relates to inner feelings and self attitude
eg : burning disposal items openly once in a while might not affect the air.
OUTLINE A PLAN FOR MONITORING AND EVALUATION
Evaluation plan outlines what measures will be used to evaluate the success of your effort
eg : campaign activity
eg : target market responses and changes in knowledge, beliefs, behaviour
-contribution to the plan purpose such as improved air pollution
CRAFT A DESIRED POSITIONING
How you want your target audience to see the behaviour you want them to buy
Branding strategy helps to secure the desired position
Positioning statement and brand identity will also guide the development of strategic marketing mix
-This statement is inspired by description of target audience and its list of barriers, benefits and motivators to act.
Positioning the product into the mind of the prospect.
eg : We want those who is active in open burning to believe that their activitiy have serious consequences such as fined and polluting the air, avoiding this action can lead to a cheaper option which is no bad consequences
SELECT TARGET MARKET
-Identify characteristics such as stage of change (readiness to buy), demographics, georaphic, related behaviour, psycho-graphics and size of the market.
Segmenting the market (population) into similar groups
eg : gender, age, ethinicity, education etc or group based on their behaviour such as people who often does open burning, does occasionally or not at all.
Evaluating segments based on a set of criteria
Determined on how to approached the segment based on criteria similarities
Choosing one or more as the focal point for positioning and marketing mix strategies
Different strategies is used to approached different segment
Eg : a rigid approached is for the people who often do open burning.
IDENTIFY THE COMPETITION AND TARGET MARKET BARRIERS AND MOTIVATORS
What your target market is currently doing or prefers to do (the competition) and what real and/or perceived barriers, what would motivate them to buy.
-Things to ask such as what do they think of the idea?
eg : burning disposable garbage is way easier than disposing it properly using the recycling method
DEVELOP A STRATEGIC MARKETING MIX
To decrease barriers and provide benefits
Core product - refers to benefits the target audience values that they believe whey will experience as a result of acting and once that you will highlight.
Eg : By avoiding open burning air pollution can be decreased and people can live healthily.
List of motivators and positioning statement is a great resource
Actual Product - describes the desired behaviour in more specific terms
Augmented product - additional tangible objects or services you will include in your offer to the target audience.
Eg : Give brochure on how to disposed garbage properly instead of open burning
Monetary : any programs which required audience to pay in terms of monetary cost (fees) or monetary incentives such as discount coupons or rebates or monetary disincentives such as fines for open burning in Malaysia is 500 000
Non-monetary incentives such as public recognition and disincentives such as negative public visibility
Delivery system or distribution channels
-where and when the target market perform the desired behaviour or acquire any campaign-related tangible objects or receive any services associated with the campaign
(Eg : e-aduan by Department of Environment Malaysia)
-communication channel where promotional massages appear and delivered (Eg : billboards, outreach workers, websites
Persuasive communication strategies
Covering decisions related to key messages (what you want to communicate)
-Messengers (Spokesperson, sponsors, partners or actor to deliver the message)
Decisions on slogan and tagline
Result in audience believe they will experience the benefit we promise and inspired to changed their behaviour voluntariy
COMPLETE AN IMPLEMENTATION PLAN
The plan is wrapped up with a document that specifies (who will do what, when, how much)
The real marketing plan as it provides clear picture of marketing activities (outputs), responsibilities, time frames and budgets.
Detailed activities are provided for the first year of a campaign with broader reference for subsequent years.
ESTABLISH BUDGET AND FIND FUNDING RESOURCES
-Available and potential funding
Delineating secured funding sources and reflecting any contributions from partners