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CONTENTS:
FOREWORD
ACKNOWLEDGMENTS
ABOUT THE AUTHORS
PART I. UNDERSTANDING SOCIAL MARKETING
CHAPTER 1. DEFINING AND DISTINGUISHING SOCIAL MARKETING
WHAT IS SOCIAL MARKETING?
WHERE DID THE CONCEPT ORIGINATE?
HOW DOES IT DIFFER FROM COMMERCIAL MARKETING?
HOW DOES IT DIFFER FROM OTHER DISCIPLINES?
WHAT IS ITS VALUE PROPOSITION?
WHO DOES SOCIAL MARKETING?
WHAT SOCIAL ISSUES
CAN BENEFIT?
OTHER WAYS TO IMPACT SOCIAL ISSUES
SOCIAL MARKETING UPSTREAM
AND MIDSTREAM
CHAPTER SUMMARY
CHAPTER 2. 10-STEP STRATEGIC PLANNING MODEL
MARKETING PLANNING:
PROCESS AND INFLUENCES
A 10-STEP PLANNING MODEL
WHY IS SYSTEMATIC PLANNING IMPORTANT?
WHAT ARE SIMILAR PLANNING MODELS?
WHERE DOES RESEARCH FIT IN?
CHAPTER SUMMARY
CHAPTER 3.
CONTENTS:
RESEARCH OPTIONS
MAJOR RESEARCH TERMINOLOGY
STEPS IN DEVELOPING A RESEARCH PLAN
RESEARCH THAT WON’T “BREAK THE BANK”
CHAPTER SUMMARY
CHAPTER 4. BEHAVIOR CHANGE THEORIES,
MODELS, AND FRAMEWORKS
INFORMING AUDIENCE SEGMENTATION AND SELECTION
INFORMING BEHAVIOR SELECTION
AND GOALS
DEEPENING YOUR UNDERSTANDING OF AUDIENCE
BARRIERS, BENEFITS, MOTIVATORS, THE COMPETITION, AND INFLUENTIAL OTHERS
INSPIRING DEVELOPMENT OF MARKETING INTERVENTION
MIX STRATEGIES
THEMES FROM ALL
CHAPTER SUMMARY
PART II. DETERMINING PLAN PURPOSE, FOCUS,
AUDIENCE, BEHAVIORS, INSIGHTS
CHAPTER 5.
CONTENTS:
STEPS 1 & 2: SOCIAL ISSUE,
PURPOSE, FOCUS, SITUATION ANALYSIS
STEP 1: DESCRIBE SOCIAL ISSUE,
BACKGROUND, PURPOSE, AND FOCUS
STEP 2: CONDUCT SITUATION ANALYSIS, REVIEW
PRIOR EFFORTS
THE ROLE OF EXPLORATORY RESEARCH WHEN CHOOSING
FOCUS
ETHICAL CONSIDERATIONS WHEN CHOOSING FOCUS
CHAPTER SUMMARY
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
WHAT APPROACH SHOULD BE CHOSEN?
ETHICAL CONSIDERATIONS WHEN SELECTING PRIORITY
AUDIENCES
CHAPTER SUMMARY
CHAPTER 7.
CONTENTS: STEP
4: BEHAVIOR OBJECTIVES
AND TARGET GOALS
STEP 4: SET BEHAVIOR OBJECTIVES
AND GOALS
BEHAVIOR OBJECTIVES
KNOWLEDGE AND BELIEF OBJECTIVES
TARGET GOALS
OBJECTIVES AND GOALS ARE DRAFTS
OBJECTIVES AND TARGET GOALS USED FOR CAMPAIGN
EVALUATION
ETHICAL CONSIDERATIONS SETTING OBJECTIVES AND
GOALS
CHAPTER SUMMARY
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
CHAPTER SUMMARY
PART III. DEVELOPING MARKETING INTERVENTION
STRATEGIES
CHAPTER 9.
CONTENTS: STEP
6: CRAFTING A DESIRED POSITIONING
POSITIONING DEFINED
STEP 6: DEVELOP POSITIONING STATEMENT
BEHAVIOR-FOCUSED
POSITIONING
BARRIERS-FOCUSED POSITIONING
BENEFITS-FOCUSED POSITIONING
COMPETITION-FOCUSED POSITIONING
REPOSITIONING
HOW POSITIONING RELATES TO BRANDING
ETHICAL CONSIDERATIONS FOR DEVELOPING
A POSITIONING STATEMENT
CHAPTER SUMMARY
CHAPTER 10. STEP 7: PRODUCT: CREATING A
PRODUCT PLATFORM
PRODUCT: THE FIRST “P”
STEP 7: DEVELOP THE SOCIAL MARKETING PRODUCT
PLATFORM
DESIGN THINKING
BRANDING
ETHICAL CONSIDERATIONS FOR PRODUCT
PLATFORM
CHAPTER SUMMARY
CHAPTER 11.
CONTENTS: STEP
7: PRICE: DETERMINING INCENTIVES AND DISINCENTIVES
PRICE: THE SECOND “P”
STEP 7: DETERMINE INCENTIVES AND DISINCENTIVES
MORE ON COMMITMENTS AND PLEDGES
SETTING PRICES FOR TANGIBLE
GOODS AND SERVICES
ETHICAL CONSIDERATIONS FOR PRICING
STRATEGIES
CHAPTER SUMMARY
CHAPTER 12. STEP 7: PLACE: MAKING ACCESS
CONVENIENT AND PLEASANT
PLACE: THE THIRD “P”
STEP 7: DEVELOP PLACE STRATEGY
SOCIAL FRANCHISING
MANAGING DISTRIBUTION CHANNELS
ETHICAL CONSIDERATIONS WHEN SELECTING
DISTRIBUTION CHANNELS
CHAPTER SUMMARY
CHAPTER 13.
CONTENTS: STEP
7: PROMOTION: DECIDING ON MESSAGES, MESSENGERS, AND CREATIVE STRATEGIES
PROMOTION: THE FOURTH “P”
STEP 7: DEVELOP A PROMOTION STRATEGY
A WORD ABOUT CREATIVE BRIEFS
MESSAGE STRATEGY
MESSENGER STRATEGY
CREATIVE STRATEGY
PRETESTING
ETHICAL CONSIDERATIONS: MESSAGES, MESSENGERS,
AND CREATIVE STRATEGIES
CHAPTER SUMMARY
CHAPTER 14. STEP 7: PROMOTION: SELECTING
COMMUNICATION CHANNELS
PROMOTION: SELECTING COMMUNICATION CHANNELS
TRADITIONAL COMMUNICATION CHANNELS
THE NEW COMMUNICATION CHANNELS
PRODUCT INTEGRATION
FACTORS GUIDING COMMUNICATION CHANNEL
DECISIONS
ETHICAL CONSIDERATIONS WHEN SELECTING
COMMUNICATION CHANNELS
CHAPTER SUMMARY
PART IV. MANAGING SOCIAL MARKETING PROGRAMS
CHAPTER 15.
CONTENTS: 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 SUMMARY
CHAPTER 16. STEP 9: BUDGET AND FUNDING PLANS
STEP 9: BUDGETS AND FUNDING SOURCES
DETERMINING BUDGETS
JUSTIFYING THE BUDGET
FINDING SOURCES FOR ADDITIONAL
FUNDING
APPEALING TO FUNDERS
REVISING YOUR PLAN
ETHICAL CONSIDERATIONS WHEN ESTABLISHING
FUNDING
CHAPTER SUMMARY
CHAPTER 17.
CONTENTS: STEP
10: IMPLEMENTATION AND SUSTAINING BEHAVIORS PLANS
STEP 10: COMPLETE AN IMPLEMENTATION PLAN
PHASING
SUSTAINABILITY
ANTICIPATING FORCES AGAINST CHANGE
SHARING AND SELLING YOUR PLAN
ETHICAL CONSIDERATIONS WHEN IMPLEMENTING PLANS
CHAPTER SUMMARY
EPILOGUE
APPENDIX A: SOCIAL MARKETING PLANNING
WORKSHEETS
APPENDIX B: SAMPLE SOCIAL MARKETING PLANS
APPENDIX C: ADDITIONAL PLANNING MODELS
APPENDIX D: SOCIAL MARKETING RESOURCES
APPENDIX E: HISTORY ANNEX
APPENDIX F: COURSES
APPENDIX G: INTERNATIONAL SOCIAL MARKETING ASSOCIATION’S
ACADEMIC COMPETENCIES
REFERENCES
INDEX
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