COMM 4253 Social Marketing Campaign Plan – Part 2
To complete your social marketing campaign plan, here are the remaining steps. This is a breakdown of steps 6-10. Please note that step 7 has been broken down further into 4 components, each representing a step in developing the overall “marketing mix.” You will focus on the same social problem/issue and influence the target audience to engage in the same social behavior as used for social marketing campaign plan – part 1.
It is recommended that you use the following breakdown as a template for the paper.
Step 6: Develop a Positioning Statement
v As a team, decide on what type of positioning you want to use for your social campaign: Behavior-focused, barriers-focused, benefits-focused, or competition-focused.
v Provide an argument justifying your positioning strategy.
v Write a statement similar to the following, filling in the blanks: “We want the [target audience] to see [desired behavior] as [a clear set of actions to carry out, easy to do despite barriers, a set of benefits to be gained, or as better than the competition in terms of benefits or costs].
Step 7.1: Developing the Product Platform
v Describe the core product: What are the major perceived benefits your target audience wants from performing the behavior/using a good or service that you will highlight?
v Describe the actual product: What, if any, tangible goods and services will you be offering and/or promoting. For behaviors, what specific behavior are you asking the target audience to do?
v Describe the augmented product: Are there any additional tangible goods or services that would assist your target audience in performing the behavior?
Step 7.2: Developing the Price Strategy
v Describe any monetary and non-monetary incentives you will highlight.
v Describe any monetary and non-monetary costs your will highlight.
v Decide on what specific price-related tactics you plan to use within your campaign, be sure to provide an illustration:
o Benefit-to-benefit comparison (our benefits are better than the competition)
o Benefit-to-cost comparison (our benefits are good; competition costs are bad)
o Cost-to-benefit comparison (our costs are not that bad, competition benefits are not that good)
o Cost-to-cost comparison (our costs are lower than the competition)
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