Sample Social Marketing Plan - A Template on How to Make One.

OUTLINE

I.PRODUCT

environmental responsibility, and the conduct to protect our environment.

A. Core

contribution to the protection of the environment

B. Actual

waisting less paint, than he or she has already done something to protect his or her environment

C. Augmented

Nodrip Paints

II. MEANS BY WHICH THESE DECISIONS ARE MADE

A. Knowledge of target group

B. Pursuasive

III. PRICE

A. What is Price in the Social Marketing Sense

extra ones that the target group incurs because it buys the more expensive paint, and the extra traveling costs that arise from the fact that the distribution of Nodrip Paints is limited.

B. Types and Categories of Costs

discomfort arising out of the fact that it has to take the pain of finding out more information about this new product

C. Major Strategies to Manage Costs

living in a healthy environment will increase the physical well-being of the target group, having to spend less money on his or her health.

We could also say that Nodrip Paints is more price-worthy, than the conventional type of paints, because no paint is wasted from dripping on the ground when it is used.

IV. PLACE

A. What is Place in the Social Marketing Sense

place at all the large, carpenter shops of Budapest and its suburbs

B. Objectives in Developing the Place Strategy

Cost-efficiency

C. Making Access to the Product more Convenient

Website, trucks at local residencies

D. Distribution Channels

will use both zero-, and a one-level channel

V. PROMOTION

A. What is Promotion in the Social Marketing Sense

“Persuasive communications

B. The Message

A creative brief

C. Execution Strategy

Care for loved ones, own personal health

D. Types of Execution Styles Used

mood and image type

E. Phases of change of target audience

Stores: contemplation, trucks: all

F. Pretesting

100 people, shops

VI. CONCLUSION

Complex, many tasks

V. CREATIVE BRIEF FOR THE NODRIP PAINT GREEN CAMPAIGN

A. Key Message:

Waist less paint!

B. Target Audience:

Our target group is between the age of 30 and 60, males, have a family size of 3 or above, their income is between HUF100.000 and HUF500.000, craftmen, college graduates, Christians, and are Hungarians. They live in Budapest and its suburbs.

Males that are between 30 and 60 years of age, having an income that ranges between HUF 100.000 and HUF 500.000, who have not used Nodrip Paints before. The target group doesn’t know much about our product, but are open to new experiences and products. It believes that social responsibility and protecting nature is a great thing and they would promote it themselves too if they had spare time. They strongly disagree with polluting the environment. Currently it have not really done anything, but has not done anything to change its behavior, in other words they are part of the “decent dolittles” segment.

C. Communication Objectives:

To Know: Waters, and soil polluted by chemicals can have an effect of the health of the user, and in extreme cases, can even kill them. Serious pollution also has economic effects, and those who live by the land and water, may even loose their jobs, or incomes from the land and water.

To Believe: Someone close to, like a family member of yours, may die from the polluted land and water.

To Do: Buy Nodrip Paints instead of a conventional one.

D. Benefits to Promise:

You will live healthier, with less fear that something negative will happen to your loved ones arising out of pollution.

E. Supports for Promise:

· Posters rivers and lakes that look shocking, and gross.

· Short, but interesting, shocking, and real encounters connected with the posters

· Short lists of chemical pollution related catastrophes

F. Openings:

· Listening to the radio

· Watching television

· Surfing the Internet

· Talking with friends

G. Positioning:

Those, who pollute the environment, are risking their own and others’ health and well-being. It doesn’t worth it!


PRODUCT

To be able to rightly determine and develop our product and how it should look like, we first have to determine what a product would be in the social marketing sense.

“In social marketing, our product is what we are selling, the desired behavior and the associated benefits of that behavior.” (Textbook, pp., 195, par.: 2). In other words, it is the alternative behavior that we are trying to show and sell to the target audience. If necessary, to promote this other conduct, we could also endorse actual physical, tangible products. This is the reason why it is sometimes described by social marketers as a “complex bundle of benefits”.

In our case the product, or rather the alternate behavior, which we are trying to promote and sell is the environmental responsibility, and the conduct to protect our environment. This is done by endorsing and actual tangible product, which is “Nodrip Paints”.

To be able to further describe our product, we have to be able to identify the three levels of a social marketing product. These three levels are: core-, actual-, and augmented products.

As for the Core Product there are two main decisions that we have to make; (1) how much would the target group benefit from obtaining the new behavior, and (2) what would be the cost for him to obtain the new behavior. In the case of Nodrip Paints the benefit would be that the customer would contribute to the protection of the environment. A clean environment has obvious benefits; the customer will in general feel himself better and healthier, and because his emotional life is balanced, he will be much healthier and will have to spend less on his health, and will have to spend less time in hospitals. The costs are that Nodrip Paints are much more expensive, and is distributed in a much fewer number of stores, which is very inconvenient for the customer. It might also be a bit strange for him or her; causing even more discomfort and stress.

It is now time to decide about the Actual Product. First we must decide what our behavior objectives are. Then the appropriate slogan or name of the product must be found. Then we have to identify and describe our potential sponsors and supporters, like organizations that provide us with an appropriate place or places for our campaign. During our campaign, we want to emphasize the fact that if the customer waists less paint, than he or she has already done something to protect his or her environment. This is our behavior objective. The name has to be something short and easy to remember, thus we came up with the slogan of “SAVE PAINT! SAVE NATURE!” Our major sponsor is of course Nodrip Paint Ltd., because this campaign is that of that company. We could also receive aids in our campaign from large, multinational green organizations, like Greenpeace. Local governments could provide us with the appropriate place for the advertising.

Finally, we have arrived at the Augmented Product. These include products that are advertised together with the behavior. They can both be tangible, that is, actual, physical, and intangible products, which are services by nature. It always has to be decided which type our supporting product is of. In the case of our campaign it is a tangible good, which would obviously be Nodrip Paints, because the product advertised is developed by and a property of Nodrip Paints Ltd.

MEANS BY WHICH THESE DECISIONS ARE MADE

There are mainly two ways which are very important in positioning your product, that is, your actual product. These two ways are:

1. Make your decisions with a focus on the target group, and with a clear and punctual analysis, and understanding of your product. For this to happen you have to collect many information on the particular target group, and if possible, have personal interviews with them, and then process and analyze the data. But before all this is done the market has to be segmented, and only after the sufficient amount of data has been collected and analyzed, should the particular target group be selected.

In our case of Nodrip Paints the different market segments are set according to age, gender, and income situation of the inhabitants of Budapest. The ages are determined as the following:

· 15-20

· 20-30

· 30-60

· 60 and above

Genders would be men and women.

Incomes would be divided as the following:

· HUF 50.000-HUF 100.000

· HUF 100.000-HUF 500.000

· HUF 500.000-HUF 1.000.000

· HUF 1.000.000 and above

Analyzing the gathered data, the Nodrip Paints social marketing department came to the conclusion that our target group will be the male that are between 30 and 60 years of age, having an income that ranges between HUF 100.000 and HUF 500.000., since this is largest group of people among all the segments, and thus has the most potential of mass obtainment of our behaviors.

2. You have to make your decisions in a way that ensures that you can persuade your target group that it benefits more from obtaining the new behavior than the costs of changing, or even that it can get more benefits out of the new behavior than out of the current behavior. This again goes back to the fact that you have to know what your target group is like, and what goes through their minds before, during, and after they perform their current behavior, that we would like to change to the opposite. In the case of Nodrips Paints, we would like to change disrespect and ignorance toward nature to an environmental sensitivity and responsibility.

PRICE

What is Price in the Social Marketing Sense

In social marketing price “is the sum of the values that consumers exchange for the benefits of having or using the product or service, inclusive the sum of money charged for it.” (Lecture slides, “PRICING STR.pdf”, slide 2) In other words, the price of adopting a new behavior is the perceived cost of giving up the current conduct.

As the definition revealed to us, there are to two major types of costs; monetary and non-monetary costs. Monetary costs are those where the person, or group of persons, actually spend money or its alternatives, like using debit- , and credit-cards. Non-monetary costs, on the other hand, are much harder to define; in general they are costs that do not arise from spending money, or at least not directly.

In our case, the monetary costs would be those extra ones that the target group incurs because it buys the more expensive paint, and the extra traveling costs that arise from the fact that the distribution of Nodrip Paints is limited.

Non-monetary costs would be cost like the strange characteristic of Nodrip Paints, and the discomfort of excess traveling and scarcity of it.

Types and Categories of Costs

There are two other very important cost types; exit-, and entry costs. Exit costs are costs that the target group incurs from changing his behavior, and obtaining our alternative conduct. These can be both monetary and non-monetary costs. Entry costs would be costs that are incurred when the target group actually enters into the new behavior.

In our case of Nodrip Paints the exit costs would be mainly non-monetary, like the discomfort arising out of the fact that it has to take the pain of finding out more information about this new product. This information would include the price, accessibility, and other technical problems, like in what colors Nodrip Paints appear in and on what type of surfaces can they be used on. This obtaining of information might cause some extra expenses for the target group, which it has to satisfy.

Entry costs would be costs like the extra amount of money that the target group has to pay for the more expensive Nodrip Paints. Some non-monetary costs would be the costs of adopting the new behavior of more environmental friendliness.

Major Strategies to Manage Costs

Here the main point is to convince the target group that the benefits it receives from obtaining the new behavior is greater than, but at least as much as the benefits of keeping the current behavior, or that the costs of obtaining the new behavior is less, or at most is as much as the costs that it incurs from its current conduct. These two strategies can be achieved in two ways;

1. increase the perceived benefits of adopting the new conduct, or

2. Decreasing the perceived costs that it has to incur if it obtains the new conduct.

In our case of Nodrip Paints, the health related cost should be stressed, that is, living in a healthy environment will increase the physical well-being of the target group, having to spend less money on his or her health. We could also say that Nodrip Paints is more price-worthy, than the conventional type of paints, because no paint is wasted from dripping on the ground when it is used.

PLACE

What is Place in Social Marketing Sense

Social marketers define place as the following: “where and when the target group will

- perform the desired behavior,

- acquire any related tangible objects, and

- Receive associated services.”(lecture slides, PLACE STR.pdf, slide 2)

In other words, it is the place and time in which the social marketing campaign is carried out. At this point it is important to mention that place is not the same as the channel of distribution, like TV- and radio that are used, because they are part of the promotion strategy.

The place strategy of Nodrip Paints is as the following;

· Our campaign would mainly take place at all the large, carpenter shops of Budapest and its suburbs, like the Obi-, Baumax-x-, BricoStore-, Praktiker stores in Budaörs, Budakalász, Fót.

· The extended product, the Nodrip Paint, would be sold during the whole open-hours periods of the different stores. The campaign would take place at Friday and Saturday afternoons, from 4 o’ clock till 7 o’clock.

Objectives in Developing the Place Strategy

Our main objective in developing our place strategy is to develop a strategy that tends toward the optimal one for both the target group and us. As to the target audience, we want a strategy that is the least costly for it, both in the monetary and in the non-monetary sense. In other words, for it, it has to be convenient, and easily, and cheaply accessible. When it comes to our point of view, on the other hand, the place strategy, just as the other three components of the 4Ps strategy, it has to be as cost efficient as possible. This means that we have to be able to persuade as many people of our target audience to adopt the new behavior, as possible.

Making Access to the Product more Convenient

There are several ways in which we can improve the accessibility a convenience of the obtainment of our product. First of all, we will establish a website for the campaign separately, beside the official website of Nodrip Paints Ltd. The name of the campaign will be www.SAVE PAINT! SAVE NATURE!.com. The official website is called www.NodripPaints.com. On both of the sites the augmented product can be purchased. On the campaign website additional offerings could be made, whether monetary or non-monetary in nature, like offering to help.

Another way of making the product more accessible is a sub campaign called “Drop for Nodrip”. Here what we do is that a truck will go around the major residential areas of Budapest and if the inhabitants there give us their used or unused paints, we will give them an equal amount of Nodrip Paints in exchange.

Distribution Channels

Using the distribution channels described by Kotler and Roberto, we will use both zero-, and a one-level channel. Our zero-level distribution channel would be where we exchange the paints of the locals to Nodrip Paints. This is probably a very efficient channel; however, it is also very expansive. Another drawback of this channel is that it is very expensive. The one-level distribution channel has the strength that it reaches a large number of people with much lower costs. However, the reason why it is not obvious that this channel is the most effective is because a much lower portion of the reached people will actually purchase our product. That is why we should use a combination of the zero-, and a one-level distribution channel.

PROMOTION

What is Promotion in the Social Marketing Sense

By definition, promotion is defined by social marketers as the following;

“Persuasive communications designed and delivered to highlight the following:

· Product benefits, features, and associated tangible objects and services

· Pricing strategies, including an emphasis on the value relative to the competition, as well as any incentives, recognition, and rewards

· Place components that offer convenience of access.”(Textbook, pp.:264, par.: 1)

What this definition is basically saying is that promotion is simply convincing the target audience of the benefits of the product relative to the competing one is much higher, with convenience of change. Its purpose is also the informing of the spectators of the mere existence of the product. During the creation of the promotion strategy there are some key answers that has to be answered these questions are:

· What is our message?

o What do we want to communicate?

o How do we communicate?

· What media will we use?

o Where will the message be delivered?

o When will the message be delivered?

o By whom will the message be delivered?

The Message

Creating the message is a difficult and complex task. This arises from the fact that what matters is how the target audience perceives and understands the message.

The process of creating the message starts with the preparation of a creative brief, which is usually one or two pages long, and should make the product desirable, and be believable. Some usual parts of a creative brief are the key message, target audience definition, the communication objectives, benefits of promise, support for Promise, openings, and the position. The creative Brief of Nodrip Paints is attached at the end of this report.

Execution Strategy

In our execution strategy, we will use three elements; emotional, rational, and nonverbal elements. The way that it will work is that majorly we will try to take advantage of the target group’s fear that their family members and loved ones might get hurt, because of environmental pollution. We will also make use of the fact that they care for their health. These two things will be achieved by using the rational element, providing statistics, and the nonverbal element, showing the target group pictures and of polluted rivers, and of people who have been affected by pollution.

Types of Execution Styles Used

We will use the mood and image type. On our posters and pictures, rivers and lakes will be presented, that are discolored, because of chemical spills in them. There will also be some, that’s surfaces are covered with dead fish, and plants. There will also be some people with wounds on their bodies.

Phases of change of target audience

In the stores those that we will speak with will mainly be in the contemplation stage, as they are the ones that come to us to ask for information. Those whom we hand out Nodrip Paints from the trucks will be from all the phases; precontemplation-, contemplation-, preparation-, action phase.

Pretesting

Before shooting our campaign, we will test our plans on some of the inhabitants of a small residential area of about 100 people, and in small retail shop. After the test has been carried out completely, we will analyze our experiences, and after drawing conclusions and altering our plans in the right manner in to the appropriate extent. Below is a list of the topics by which we will analyze are test results:

1. What is the main message you get from this ad?

2. What else are they trying to say?

3. What do you think you to know?

4. What do you think they want you to believe of think?

5. What action do you think they want you to take?

6. If the respondent doesn’t mention desired action, say, “Actually, the main purpose of this ad is to persuade you and people like you to…”?

7. How likely do you think it is that this ad will influence you to take this action?

8. What about this ad works well for that purpose?

9. What doesn’t work well for that purpose?

10. How does the ad make you feel about (doing this behavior)?

11. Where is the best place to reach you with this message/ad? Where would you most likely notice it and pay attention to it? Where are you when you make decisions about (this behavior)? (textbook, page:280)

CONCLUSION

As we could see the creation of a green policy, and campaign of a product is a very difficult and complex process, made up of many very important components.

CREATIVE BRIEF FOR THE NPDRIP PAINT GREEN CAMPAIGN

Key Message:

Waist less paint!

Target Audience:

Our target group is between the age of 30 and 60, males, have a family size of 3 or above, their income is between HUF100.000 and HUF500.000, craftmen, college graduates, Christians, and are Hungarians. They live in Budapest and its suburbs.

Males that are between 30 and 60 years of age, having an income that ranges between HUF 100.000 and HUF 500.000, who have not used Nodrip Paints before. The target group doesn’t know much about our product, but are open to new experiences and products. It believes that social responsibility and protecting nature is a great thing and they would promote it themselves too if they had spare time. They strongly disagree with polluting the environment. Currently it have not really done anything, but has not done anything to change its behavior, in other words they are part of the “decent dolittles” segment.

Communication Objectives:

To Know: Waters, and soil polluted by chemicals can have an effect of the health of the user, and in extreme cases, can even kill them. Serious pollution also has economic effects, and those who live by the land and water, may even loose their jobs, or incomes from the land and water.

To Believe: Someone close to, like a family member of yours, may die from the polluted land and water.

To Do: Buy Nodrip Paints instead of a conventional one.

Benefits to Promise:

You will live healthier, with less fear that something negative will happen to your loved ones arising out of pollution.

Supports for Promise:

· Posters rivers and lakes that look shocking, and gross.

· Short, but interesting, shocking, and real encounters connected with the posters

· Short lists of chemical pollution related catastrophes

Openings:

· Listening to the radio

· Watching television

· Surfing the Internet

· Talking with friends

Positioning:

Those, who pollute the environment, are risking their own and others’ health and well-being. It doesn’t worth it!

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Comments 2 comments

sally richards 5 years ago

It's comprehensive, but the grammar is reallly messed up...It doesn't worth it? That doesn't even make sense. English as a second language, perhaps?


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Garrett Mickley 6 years ago from Jupiter, Florida

Wow this is great. Very comprehensive. I'm going to have to make my own version of this (for personal use, not going to compete with something I already find great!)

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