Social Marketing Campaign Case Study

Kotler and lee have divided the development of social marketing campaign step by step in the following way (Cheng, Kotler, & Lee, 2011)

1. Define the problem, purpose and focus: Social marketing campaign must first begin with clearly determining public health problem which can include a severe epidemic (severe acute respiratory syndrome), an evolving issue (increase in alcohol consumption and teen smoking), or a justifiable need (public education on the prevention of AIDS). AT this stage, it is critical to identify and summarize the factors that led to the motivation and decision for developing such a campaign. This is followed by evolving a purpose statement which will indicate the impacts and benefits this campaign will generate when successful.

Develop marketing mix strategies: The 4Ps:

• Product strategy: It includes clear description of the product at core, actual and augmented levels. A core product includes benefits the audience will experience for performing the targeted behavior. An actual product is the desired behavior and an augmented product refers to any additional tangible object and services that will be accompanied in the offer and promoted to the target market.

• Price strategy: This strategy includes the total costs that the audience will pay for adopting the desired behavior which will lead to potential

It refers to when and where the audience that are targeted will be encouraged to perform the desired behavior.

Promotion strategy: Information on product benefits and features, price and easy accessibility is communicated effectively and efficiently to the target audience. It involves determination of key messages and delivering these messages through communication channels such as advertising, public relations, events and word of mouth.

8. Outline a plan for monitoring and evaluation: Monitoring is achieved to determine if midcourse corrections are needed to ensure that marketing goals of the program will be reached. Evaluation refers to measurement and a final report on what has happened throughout the campaign.

9. Establish budgets and find funding sources: The budget includes the costs for developing and implementing the campaign, those associated with marketing mix strategies as well as additional cost anticipated for monitoring and evaluation.

10. Complete the plan for campaign implementation and management: This step involves assigning work to the people associated with the campaign, i.e. who will do what, how much and