Seven Steps to a Marketing Plan

Designed to help you make the initial strategic decisions about your social marketing activities, the tutorial's step-by-step, question and answer format will guide you through the process of developing your social marketing plan. Ultimately, you will have a managerial tool that will enable you to carry out your plan, brief creative teams and volunteers, and better prepare you for finding partners and sponsors.

Prepared for Health Canada by François Lagarde, Social Marketing Consultant and Adjunct Professor, University of Montreal

About this Tutorial

• Objectives
• Tutorial Overview
• How To Work Through The Tutorial

Seven Steps

1. Chapter 1. Defining The Role Of Social Marketing In Your Overall Health Promotion Program
   • 1.1 What are the overall goals in your area of health population?
   • 1.2 Which factors have you identified to explain the current situation? Which factors need to change to improve the situation?
     
   • 1.3 In your health promotion program, which approaches (other than social marketing) are you currently using or planning to use to achieve your overall goals?
     
   • 1.4 Which target audiences should you attempt to influence to meet your objectives and implement your advocacy or community development initiatives?
2. Chapter 2. Audience Analysis
   • 2.1 Information-Gathering
   • 2.2 Developing Audience Profiles
   • 2.3 Summary and Implications
3. Chapter 3. Context For Your Social Marketing Plan
   • 3.1 Organizational Considerations
   • 3.2 Environmental Considerations
   • 3.3 Implications
4. Chapter 4. Defining Measurable Objectives
5. Chapter 5. Strategy And Tactics
   • 5.1 Adjustments to Your Program
   • 5.2 Positioning
   • 5.3 Delivering Your Message
   • 5.4 Message Development
   • 5.5 Finding Partners and Sponsors
6. Chapter 6. Monitoring And Evaluation
   • 6.1 Monitoring Implementation
   • 6.2 Progress in Terms of Measurable Objectives
   • 6.3 Progress in Terms of Health Promotion Program Goals
7. Chapter 7. Working Out Operational Details
   • 7.1 Developing a schedule
   • 7.2 Establishing a budget

Conclusion

• Summary
• Appendix A: Best Practices and Prospects for Social Marketing in Public Health