Ch5 social marketing mapping environmrnt_acu
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Book: Social MarketingPhilip Kotler & Nancy Lee Summary of Ch 4, for Ahram Canadian University (ACU), Faculty of Mass Com.
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Ch5 social marketing mapping environmrnt_acu
- 1. Mapping Internal & External Environment Dr. Samir Al-Alfy Senior Communication Advisor JHU/CCP March 2010 samiralfy@yahoo.com
- 2. STEPS OF SOCIAL MARKETING PLAN
- 3. STEPS OF SOCIAL MARKETING PLAN Step 1: Background, Purpose, and Focus Background: Public health, safety concern, environment, community problem Present information & facts • What’s the problem? • How bad is it? • What Happened? • What is contributing to the problem? • How do you know? (Epidemiological, scientific, research data)
- 4. STEPS OF SOCIAL MARKETING PLAN Step 1: Background, Purpose, and Focus Purpose: (A broad purpose statement for the campaign) Is the ultimate impact (benefit) that will be realized if your target audience performs the desired behaviors at the intended levels. • What’s the potential impact of a successful campaign? • What difference will it makes? Ex. Decrease the spread of HIV/AIDS among Egyptians. Improve water quality in Lake Mariotia.
- 5. STEPS OF SOCIAL MARKETING PLAN Step 1: Background, Purpose, and Focus Focus: To narrow the scope of the plan, choosing from the vast number of potential options to contribute to the plan’s purpose. Behavior related, population related, product related (broad) Criteria: • Behavior Change Potential • Market Supply (addressed by other organizations or campaign) • Organizational Match (matching the sponsoring organization) • Funding Sources & Appeal • Impact
- 6. STEPS OF SOCIAL MARKETING PLAN Step 2: Conduct Situation Analysis SWOT analysis: Strengths, Internal Factors Weaknesses, (Microenvironment) Opportunities, External Factors Threats (Macro environment) Review existing: § Health & demographic data § Survey results § Study findings § Any available data § Past or similar efforts
- 8. External Publics Political Resources Cultural Forces Forces Past Performanc Service Delivery Product Price Economic Alliances Target Managemt. Technolog. Forces &Partners Audience support Forces Place Promotion Marketing Mix Internal Issue Public Priority Natural (Microenvironment) Forces Demographic Forces (Macroenvironment)