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Strategic Marketing Planning Process Dr. Samir Al-Alfy Senior Communication Advisor JHU/CCP February 2010
Traditional planning models rely too much ontactical interventions and too little on strategyneeded to sustain long-term change. In socialmarketing, consumer research provides the genepool and strategy serves as the DNA structureneeded to bring that information to life. -Carol Bryant University of South Florida
Strategic Marketing Planning Process“A logical process to follow when developing amarketing plan- whether for a for-profit corporation,nonprofit organization, or public sector agency” 1. Why are you doing this? 2. Where are you today? 3. Where do you want to go? 4. How are you going to get there? 5. How will you keep on track?
Strategic Marketing Planning Process Marketing Concepts (customer-centered mind-set)• The Production Concept: widely available & inexpensive• The Product Concept: build it and they will come• The selling Concept: selling & promotion efforts• The Marketing Concept: sense-and-respond• The Holistic Marketing Concept: - Relationship marketing - Integrated marketing - Internal marketing
Strategic Marketing Planning Process Shift in Marketing Management• From Marketing does the marketing to everyone does themarketing• From organizing by product units to organizing by customersegments• From building brands through advertising to building brandsthrough performance and integrated communications• From focusing on profitable transactions to focusing on customerlifetime value• From being local to being “glocal”
STEPS OF SOCIAL MARKETING PLANDifferences from commercial plans1. Target markets selected prior to establishing objectives & goals2. Competition isn’t identified in situation analysis3. Goals are the quantifiable measures of the plan
STEPS OF SOCIAL MARKETING PLAN Step 1: Background, Purpose, and Focus What’s the problem? What happened? (Epidemiological, scientific, research data)Purpose statement: reflects the benefit of a successful campaignFocus: to narrow the scope of the plan
STEPS OF SOCIAL MARKETING PLANStep 2: Conduct Situation Analysis SWOT analysis: Strengths, Internal Factors Weaknesses, Opportunities, External Factors Threats Review existing: § Health & demographic data § Survey results § Study findings § Any available data § Past or similar efforts
STEPS OF SOCIAL MARKETING PLAN Step 3: Select Target MarketsLook for: § Geographic, demographic, economic, and social factors. § Knowledge, attitudes, practices, and advocacy. § Community variables. § Mass media exposure. 1- Segmentation: 2- Evaluate Segments: 3- Targeting: 1ry Target Audiences 2ry Target AudiencesProfile : Prepare an audience profile.
STEPS OF SOCIAL MARKETING PLANStep 4: Objectives & Goals• Behavior Objectives:Behavior to do, Accept, Reject, Modify, Abandon• Knowledge Objectives: Information, facts• Belief Objectives: feelings, attitudeSMART Objectives Specific ﻣﺤﺪدة Measurable ﻗﺎﺑﻠﺔ ﻟﻠﻘﯿﺎس Appropriate ﻣﻼﺋﻤﺔ Realistic واﻗﻌﯿﺔ Time bound ﻣﺤﺪده ﻟﻔﺘﺮة زﻣﻨﯿﺔ
STEPS OF SOCIAL MARKETING PLAN Step 5: Competition, Barriers & Motivators What target market is currently doing or prefer to do (competition) What real and/or perceived barriers to the desired behavior What would motivate them to “buy” it. Step 6: PositioningHow you want your target audience to see the behavioryou want them to buy – relative to competing behavior. Branding
STEPS OF SOCIAL MARKETING PLANStep 7: Marketing Mix (4Ps)Product: Core Product: Benefits of desired behavior Actual Product: desired behavior Augmented product: additional tangible objects/servicesPrice: monetary costs, incentives, disincentives nonmonetary incentives, disincentivesPlace: your delivery system or distribution channelPromotion: Communication Strategy messages, messengers, communication channels. + Logos, Slogans, Taglines
STEPS OF SOCIAL MARKETING PLANStep 8: Plan for Monitoring & EvaluationMeasures will be used to evaluate the success of your effortDesired levels of changes in behavior, knowledge, beliefsCategories of evaluation: Output: measures campaign activities Outcome: target market responses & changes in knowledge, beliefs, behavior Impact: contribution to the plan purpose
STEPS OF SOCIAL MARKETING PLANStep 9: Budget & Funding SourcesFinal budget delineating secured funding sources &reflecting any contributions from partners.Step 10: Implementation PlanWho will do what, when, for how much • Marketing activities (outputs) • Responsibilities • Time frames • Budgets
STEPS OF SOCIAL MARKETING PLANMarketing Research