Hands-On Social Marketing : A Step-by-Step Guide to Designing Change for Good

by Nedra Kline Weinreich

• ISBN13: 9781412953696
• ISBN10: 1412953693
• Edition: 2nd
• Format: Paperback
• Copyright: 2010-10-12
• Publisher: SAGE Publications, Inc

Summary

This book shows students and practitioners how to develop social marketing programs through a simple, six-step process of strategic planning and design. Nedra Kline Weinreich starts by introducing the concept of social marketing and then walks the reader through each of the six steps of the process: analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback. The Second Edition incorporates developments in marketing practice over the last 10 years and focuses on how to apply the design approach to campaigns to effect behavior change. All organizations can do social marketing, Weinreich insists, if they follow the steps and start to think from a social marketing perspective.

Table of Contents

Preface

What is Social Marketing?

Social Marketing Basics

Not Just Business as Usual

The Social Marketing Mix

The Social Marketing Process

Step 1: Analysis

Research in the Social Marketing Process

Analyzing the Problem, Environment and Resources

Conducting Formative Research

Step 2: Strategy Development

Segmenting the Target Audience

Building the Social Marketing Strategy

Step 3: Program and Communication Design

Influencing Behavior by Design

Developing Effective Messages

Identifying Appropriate Channels

Producing Creative Communications

Step 4: Pretesting

Pretesting Principles

Pretesting Methods

Using the Pretesting Results

Step 5: Implementation

Developing an Implementation Plan

Planning and Buying Traditional Media

Engaging in Social Media

Generating Publicity

Monitoring Implementation

Step 6: Evaluation and Feedback

Evaluation Basics

Evaluation Design

Evaluation Methods

Using Feedback to Improve Your Program

Social Marketing Resource List

Sample KAB Survey

Sample Focus Group Recruitment Questionnaire

Sample Focus Group Topic Guide

Readability Testing Formula

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