4. Defining Measurable Objectives

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Based on your audience analysis and context, you now have to define measurable and realistic objectives (awareness, attitudes, behaviours, and actions). Awareness can be achieved relatively quickly, but changes in attitude and behaviour can take years, or even decades. You need to make behaviour changes and actions achievable. Never assume that awareness alone can lead to changes in attitudes and behaviours. Focusing on barriers, perceptions and key influencers may be more important.

Why is it important to define measurable and realistic social marketing objectives?

Defining measurable and realistic social marketing objectives is important because it brings focus to your plan. Objectives force you to identify priorities. They have a major influence on how you allocate resources and form the basis of your program monitoring and evaluation.

Try to limit the number of objectives to between three and five. Focus on key audience segments you may be able to reach and influence either directly or indirectly.

Review your answers to Sections 1.4, 2.3 and 3.3. This will provide you with the basis to set objectives and priorities.

Basic formula for objectives:

By (date), XX% of the (demographic or psychological segments) in (community) will (be aware of, believe that, do ...).

Examples:

By the year 2000, 75% of children in Grades 1-4 in Peterborough, Ontario will:

• Attend a bicycle and helmet inspection event.
• Be aware of the seriousness of bicycle-related head injuries.

By the year 2002, 55 % of children in Grades 1-4 in Peterborough, Ontario will:

• Use bicycle helmets.
  

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