Foreword
Part I ¿ Understanding Social Marketing
CHAPTER 1 ¿ Defining and Distinguishing Social Marketing
What Is Social Marketing?
Where and When Did Social Marketing Originate?
How Does It Differ From Commercial Marketing?
How Does Social Marketing Differ From Other Disciplines?
Who Does Social Marketing?
What Social Issues Can Benefit?
Other Ways to Impact Social Issues
Social Marketing Upstream and Midstream
CHAPTER 2 ¿ 10-Step Strategic Planning Model
A 10-Step Planning Model
Why Is Systematic Planning Important?
Where Does Research Fit In?
CHAPTER 3 ¿ Research Options
Major Marketing Research Terminology
Steps in Developing a Research Plan
Research That Won't "Break the Bank"
CHAPTER 4 ¿ Behavior Change Theories, Models, and Frameworks
Informing Selection of Priority Audiences
Informing Behavior Objectives and Goals
Deepening Understanding of Audience Barriers, Benefits, Motivators, the Competition, and Influential Others
Inspiring Development of Marketing Intervention Mix Strategies
Part II ¿ Determining Plan Purpose, Focus, Audience, Behaviors, Insights
CHAPTER 5 ¿ Steps 1 & 2: Social Issue, DEI Considerations, Purpose, Focus, Situation Analysis
Step 1: Describe Social Issue, DEI Considerations, Background, Purpose, and Focus
Step 2: Conduct Situation Analysis and Review Prior Efforts
The Role of Exploratory Research When Choosing Focus
Ethical Considerations When Choosing Focus
CHAPTER 6 ¿ Step 3: Selecting Priority Audiences
Step 3: Select Priority Audiences
Steps in Selecting Priority Audiences
Variables Used to Segment Markets
Criteria for Evaluating Segments
How Priority Audiences Are Selected
Ethical Considerations When Selecting Priority Audiences
CHAPTER 7 ¿ Step 4: Behavior Objectives and Target Goals
Step 4: Set Behavior Objectives and Goals
Behavior Objectives
Knowledge and Belief Objectives
Target Goals
Ethical Considerations Setting Objectives and Goals
CHAPTER 8 ¿ Step 5: Audience Insights
Step 5: Identify Audience Insights
What You Need to Know About Your Priority Audience
How to Learn More About Priority Audience
How Insights Help Develop Strategy
Potential Revisions
Ethical Considerations When Researching Priority Audience
Part III ¿ Developing Marketing Intervention Strategies
CHAPTER 9 ¿ Step 6: Crafting a Desired Positioning
Positioning Defined
Step 6: Develop Positioning Statement
How Positioning Relates to Branding
Ethical Considerations for Developing a Positioning Statement
CHAPTER 10 ¿ Step 7.1: Product: Creating a Product Platform
Product: The First "P"
Step 7.1: Develop the Social Marketing Product Platform
Decisions Regarding Tangible Goods
Decisions Regarding Services
Branding
CHAPTER 11 ¿ Step 7.2: Price: Determining Incentives and Disincentives
Price: The Second "P"
Step 7.2: Determine Incentives and Disincentives: Six Options to Consider
More on Commitments and Pledges
Setting Prices for Tangible Goods and Services
CHAPTER 12 ¿ Step 7.3: Place: Making Access Convenient and Pleasant
Place: The Third "P"
Step 7.3: Develop Place Strategy
Ethical Considerations When Selecting Distribution Channels
CHAPTER 13 ¿ Step 7.4: Promotion: Deciding on Messages, Messengers, Creative Strategies, and Communication Channels
Promotion: The Fourth "P"
Message Strategy
Messenger Strategy
Creative Strategy
Pretesting
Selecting Communication Channels
Factors Guiding Communication Channel Decisions
Ethical Considerations Related to Promotion Strategies
Part IV ¿ Managing Social Marketing Programs
CHAPTER 14 ¿ Step 8: Monitoring and Evaluation
Step 8: Develop a Plan for Evaluation
Why Are You Conducting This Measurement?
What Will You Measure?
How Will You Measure?
When Will You Measure?
How Much Will It Cost?
Ethical Considerations in Evaluation Planning
CHAPTER 15 ¿ Step 9: Budget and Funding Plans
Step 9: Budgets and Funding Sources
Determining Budgets
Finding Sources for Additional Funding
Appealing to Funders
Revising Your Plan
Ethical Considerations When Establishing Funding
CHAPTER 16 ¿ Step 10: Implementation and Sustaining Behaviors Plans
Step 10: Complete an Implementation Plan
Phasing
Sustainability
Sharing and Selling Your Plan
Ethical Considerations When Implementing Plans
Epilogue
Appendix
References
Index
