Seven Steps to a Marketing Plan

Designed to help you make the initial strategic decisions about your social marketing activities, the tutorial's step-by-step, question and answer format will guide you through the process of developing your social marketing plan. Ultimately, you will have a managerial tool that will enable you to carry out your plan, brief creative teams and volunteers, and better prepare you for finding partners and sponsors.

About this Tutorial

• Objectives
• Tutorial Overview
• How To Work Through The Tutorial

Seven Steps

1. Chapter 1. Defining The Role Of Social Marketing In Your Overall Health Promotion Program
   • 1.1 What are the overall goals in your area of health population?
   • 1.2 Which factors have you identified to explain the current situation? Which factors need to change to improve the situation?
     
   • 1.3 In your health promotion program, which approaches (other than social marketing) are you currently using or planning to use to achieve your overall goals?
     
   • 1.4 Which target audiences should you attempt to influence to meet your objectives and implement your advocacy or community development initiatives?
2. Chapter 2. Audience Analysis
   • 2.1 Information-Gathering
   • 2.2 Developing Audience Profiles
   • 2.3 Summary and Implications
3. Chapter 3. Context For Your Social Marketing Plan
   • 3.1 Organizational Considerations
   • 3.2 Environmental Considerations
   • 3.3 Implications
4. Chapter 4. Defining Measurable Objectives
5. Chapter 5. Strategy And Tactics
   • 5.1 Adjustments to Your Program
   • 5.2 Positioning
   • 5.3 Delivering Your Message
   • 5.4 Message Development
   • 5.5 Finding Partners and Sponsors
6. Chapter 6. Monitoring And Evaluation
   • 6.1 Monitoring Implementation
   • 6.2 Progress in Terms of Measurable Objectives
   • 6.3 Progress in Terms of Health Promotion Program Goals
7. Chapter 7. Working Out Operational Details
   • 7.1 Developing a schedule
   • 7.2 Establishing a budget

Conclusion

• Summary
• Appendix A: Best Practices and Prospects for Social Marketing in Public Health