ccr&r part two (planning)
DESCRIPTION
TRANSCRIPT
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?
photo:www.corbis.com
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
photo:www.corbis.com
Terrific Tactics
Tactics are the “doing” of your plan.
Communication channels
Activities (events, programs)
photo:www.corbis.com
Personal Mass highly personal/
interactivesegmented
moderate interactivemass-produced
mass media
Highly Interactive
Non-interactive
phone call
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
photo:www.corbis.com
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
photo:www.corbis.com
Myths about planning...
MYTH: Our program can’t afford to conduct intended audience research
photo:www.corbis.com
Myths about planning...
MYTH: We don’t have time for planning. Our boss/funding agency/partners want to get started right away
photo:www.corbis.com
Myths about planning...
MYTH: It’s best to use channels we’re comfortable with and have used before
photo:www.corbis.com