What are the key steps in designing a social marketing campaign?
Updated - Monday 28 November 2005
What are the key steps in designing a social marketing campaign?
1. A sample of the intended audience is divided into different groups and questioned about needs, wants and aspirations (sometimes, existing consumer groups may be used to provide the same information). The groups collaborate in the development of feasible, attractive solutions. This data collection and testing is crucial to orienting the promotional activities.
2. Overall marketing (or promotion) objectives are developed.
3. The data are analyzed and used to develop an overall marketing plan in collaboration with key stakeholders.
4. The audience is divided into discrete units with common characteristics.
5. Products and messages are developed based on consumer preferences and characteristics for relevant segments.
These are tested among representative samples of target populations. How much are people willing to pay for this product? How far are people willing to travel for this service? How feasible is the new behaviour?
Products, messages, and price are modified, refined, and re-tested until they are acceptable. Key stakeholders are consulted throughout this process.
6. The product is launched or service is introduced.
7. The performance of the product or service is monitored and evaluated in the market and the strategy revised accordingly. This may involve revising the marketing plan or improving the product or service.
Source: LSHTM/WEDC (1998). Guidance Manual on Water Supply and Sanitation Programmes. Published by WEDC for DFID.
