Section 1 - Situational Analysis
A situational analysis helps marketers understand factors that can influence a social marketing campaign and provides background and context to the social marketing plan.
A situational analysis consists of:
A. Background and Issue Definition
Background
The social marketing plan begins with an explanation of the issue you wish to address. Background facts on the issue are listed to justify the need for a campaign.
Example:
A social marketing plan on tobacco control could supported the need for a campaign with facts about the health effects of smoking, such as:
- There is strong scientific evidence that smoking is related to more than two-dozen diseases and conditions.
- The average smoker will die about 8 years earlier than a similar non-smoker.
- Children regularly exposed to second-hand smoke (SHS) are at least 50% more likely to suffer damage to their lungs and breathing problems.
Defining the Issue
When defining the issue you should include:
- The campaign focus - the behaviour change you wish to promote. The campaign focus should satisfy a need in the public that is not being fulfilled by other organizations and should relate closely to your organization's mission and culture.
- The purpose of the campaign - the intended impact of a successful campaign.
Example 1:
For an anti-tobacco campaign the campaign focus options may include:
- Smoking cessation for adults
- Preventing youth from starting to smoke
- Prevention of children being exposed to second hand smoke in homes and cars
The purpose of a campaign on tobacco, with a focus on preventing youth from starting to smoke could include the reduction of:
- Respiratory health conditions, such as asthma,
- Cancer
- Heart disease rates
Example 2:
For a campaign on HIV/AIDS the campaign focus could be:
- Prevention through safer sex/abstinence
- Prevention by not sharing needles
- Screening for HIV/AIDS
The purpose for a campaign on HIV/AIDS screening could be:
- Improved health and quality of life for those diagnosed
- Reduced spread of the virus
B. Environmental Scan
An environmental scan is a synopsis of research on external factors that could affect your campaign, such as:
- Other campaigns
- Policies
- Laws
- Social norms
The information gained in research helps to determine trends, populations in need and how your campaign can be made most effective.
In the environmental scan you will document the activities of other organizations working in the same domain. Various levels of government, NGOs and the private sector may be delivering messages to the public about the same issue. Some messages may compliment your own, while others will be competing messages. You should know how other messages could influence those you are trying to reach. An environmental scan may also help you learn about opportunities for collaboration with other organizations.
Example:
When creating the early 1990's campaign "Vitality" on healthy eating, physical activity and healthy weights Health Canada considered the messages that Canadians were receiving on these topics from industry, non-governmental organization and other levels of government. Some messages were complimentary to scientifically based information delivered by Health Canada and others that promoted competing or unhealthy behaviours.
Research before the launch "Vitality" indicated that individuals received many messages on weight loss. Health Canada chose not to address this issue directly in the campaign, as research showed diet and exercise regimes focusing on weight loss are rarely successful and tend to discourage individuals. The "Vitality" campaign, consisted of positive messages encouraging the target audience to be active with family and friends.
Best Practices and Lessons Learned
Using research on the activities of other organizations and analysis of your organization's past campaigns, you can figure out what has worked in the past. If available, evaluations of past campaigns are a great source of information. Include this knowledge in your environmental scan as "best practices" or "lessons learned".
Example:
In 2002 Health Canada was developing a campaign on smoking cessation aimed at adults aged 40-55. Health Canada learned of a campaign promoting the Arizona Smokers Help line. This campaign was reaching and motivating a similar target audience to the planned Health Canada campaign. The Arizona campaign was based on Prochaska and DiClemente's model of stages of change. (This model is explained in the Market Segmentation and Target Marketing Section) (Link to Stage to change model) A series of advertisements featured a man in his 40's, and the stages he experienced while quitting smoking and encouraged viewers to call the Arizona Smokers Help line.
This campaign was the inspiration for a series of Health Canada television advertisements that follow "Bob", an average Canadian, as he quits smoking. Bob is a fictional character based on an "average" Canadian smoker. The "call to action" of the campaign asks the target audience to order a booklet, " On the Road to Quitting" or to visit the web site at www.gosmokefree.ca.
C. SWOT Analysis
After the issue has been defined and the environmental influences have been identified you can develop a summary of internal strengths and weaknesses of the organization managing the project and the external opportunities and threats that could affect the campaign. Analysis of these factors is commonly referred to as a SWOT analysis (Strength, Weaknesses, Opportunities, Threats).
Internal strengths and weaknesses are things like human and financial resources, expertise, management support and internal politics.
External opportunities or threats include cultural norms, demographics, economic situation, political or legal issues and the activities of external organizations.
Example:
A campaign on healthy living and sport participation may have the following strengths, weaknesses, opportunities and threats.
Strengths:
- Healthy Living & Sport Participation is high on the political agenda
- There is existing knowledge and expertise on these topics in Health Canada and Government of Canada
Weaknesses:
- An integrated Healthy Living - Sport Participation has never been undertaken before at the federal level.
- Uncertainty of long-term funding
Opportunities:
- The 2010 Olympic and Paralympic Games are being hosted in Canada ; opportunities may exist to build on to this event.
- Opportunity to build on past success of programs like Participaction & Vitality
Threats:
- Competition and alternative messaging from sources, such as the private sector or media.
- Food companies, NGO's, and other levels of government deliver messages on healthy eating and physical activity. Any new campaign would need to find a way to grab the attention of the target audience.
|
