ccr&r part two (planning)

The step-by-step to creating a social

marketing campaign

The Planning Process

The Importance of Planning

Provide a foundation for campaign activities

Enable meaningful results - not just boxes of material

Formative Research

Situation

Organization

Audience

Situation Analysis

The Public Environment

Competitive Analysis

The Macroenvironment

Demographics

Economic

Technological

Political

Social

SWOT

Strengths

Weaknesses

Opportunities

Threats

VERB: It’s What You DoOverview

Audience Identification

Problem Recognition

Active, Aware, Latent

Constraint Recognition

Level of Involvement

Verb: The ‘Tweens

‘Tweens: Ages 9 - 13

Overview

Weakening of the safety net of parental love and supportA new & previously unknown pressure to perform and succeedDramatically increased media freedom

10% are overweight

16% at risk

Less than 30% eat enough fruits/veggies

Only 1% tweens/teens meet nat’l recommendations for food intake

Great Goals

What impact or change do you want to happen?

Who will you serve or influence by doing this?

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Outstanding Objectives

Help set priorities

Establish outcomes

Objectives should be:

Achievable

Specific to the change desired, the population to be affected and the time period for change

Measurable

Prioritized photo:www.corbis.com

VERB Objectives

Increase knowledge & improve attitudes & beliefs about tweens’ regular participation in physical activity

Increase parental and influencer support and encouragement of tweens’ participation in physical activity

Smart Strategies

Provides the general direction you’ll take to reach your audience.

Includes key messages

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Terrific Tactics

Tactics are the “doing” of your plan.

Communication channels

Activities (events, programs)

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Personal Mass highly personal/

interactivesegmented

moderate interactivemass-produced

mass media

Highly Interactive

Non-interactive

phone call

e-mail

media tour

speech

one-on-one

handwritten note

pitch letter

newsletter

affinity portal

brochure

press kit

web site

company magazine

Interactivity Grid of Communication Tactics

VNR

movie

billboard

PSA

news release

feature story

Op-Ed

letter to editor

VERB Tactics

For Tweens

VERBnow.com

Yellow Ball

For Parents/Teachers

Time mini-magazines

Tip sheets

Brochures for active families

Excellent Evaluation

Why Evaluation is Important:

Justify the program

Evidence of success or need for additional resources

Increase organizational understanding of & support for marketing

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Evaluation on a Shoestring

Observation

Use of existing systems

Phone call tracking

Questionnaires at training sessions

Qualitative: interviews, focus group

VERB Evaluation

Surveyed 6,000 youth & their parents in 2002

Surveyed the same 6,000 in 2003

34% increase in weekly free-time physical activity sessions (8.6 million)

6 million lower-income households increased free-time activity by 25%

Balanced Budget

GOOD Printers, Web designers, consultants and colleagues can help you estimate

GREAT Printers, Web designers and consultants will help you cut costs and maximize your budget

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Myths about planning...

MYTH: Our program can’t afford to conduct intended audience research

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Myths about planning...

MYTH: We don’t have time for planning. Our boss/funding agency/partners want to get started right away

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Myths about planning...

MYTH: It’s best to use channels we’re comfortable with and have used before

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