About this Tutorial
Objectives
When you have completed this tutorial, you should be able to:
- Describe how social marketing activities contribute to your
overall health promotion program and to other program approaches.
- Conduct an audience analysis, and know how to communicate
with your audience.
- Identify organizational and environmental considerations which
need to be taken into account.
- Set measurable and realistic social marketing objectives.
- Develop your strategy (any adjustments to your program, the
development and delivery of your messages, as well as
the establishment
of partnerships).
- Monitor and evaluate your social marketing activities.
- Work out the operational details of your plan, including budgeting
and scheduling.
Overview
Developing your social marketing plan:
- Defining the role of social marketing in your overall health
promotion program
- Audience analysis
- Context for your social marketing plan
- Defining measurable objectives
- Strategy and tactics
- Monitoring and evaluation
- Working out operational details
How to Work Through the Tutorial
Start by reading the article in Appendix A on "Best Practices
and Prospects for Social Marketing in Public Health." The
article will give you an overview of social marketing and how it
can be applied.
Next, gather together all information available on your health
promotion program and possible target audiences.
Have four to six key individuals in your organization work through
the tutorial with you to ensure that all aspects of your plan are
covered. Do not assume that you will get through this tutorial
in one sitting. Consider reading through the tutorial one time
before actually entering any information. This should help clarify
the shape your social marketing plan will take.
Complete Sections 1 through 4 up to and including your objectives.
Seek consensus among your colleagues before moving on to the next
sections. Complete Section 5 on strategy. When you have reached
a consensus, define monitoring and evaluation components (Section
6), as well as the operational details of your social marketing
plan (Section 7).
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