Effective Social Marketing Planning

8/7/2019 Effective Social Marketing Planning

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www.strategic-social-marketing.org

Characteristics ofEffective

Behavioural Change

Programmes

Professor Jeff FrenchPhD, MBA, MSc, Dip HE, BA, Cert.Ed

Strategic Social Marketing Ltdwww.strategic-social-marketing.org

jeff.French@strategic-social marketing.org
http://www.strategic-social-marketing.org/http://www.strategic-social-marketing.org/http://www.strategic-social-marketing.org/http://www.strategic-social-marketing.org/


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What we know about developing effective andefficient intervention processes

Quality assuring social marketing planningIt is not possible to develop, an exact formula that can be universally appliedfor delivering population-focused behaviour programmes that will result insuccess every time. However there is an emerging set of principles that canaid us in the development and application of interventions (French et al, 2009;Klassen, 2010; Suter, 2009). These features are summarised in the followingquality assurance list that can be used to test the utility and strength of socialmarketing plans.

Social Marketing Quality Assurance Planning Checklist

Clear aims and measurable behavioural objectives should beset out in the programme plan together with the targetaudience(s) and segments that will be the focus of theintervention should be explicit.

Programmes should set out how funding and other resourceswill be applied and over what time period. A clear expected

return on investment case should be set out to justify thelevel of planned investment.

The programme should be endorsed by policy makers,commissioners and managers, deliverers of the programme.The programme plan should set out the political, policy,managerial and institutional commitment to the programme.

The programme team should capture what evidence about

effective practice from reviews and case studies,observational data and target audience psychographic datais being used to formulae insight and interventions.

The programme plan should set out a clear rationale for theprogramme and why particular interventions have beenselected. The programme plan should also indicates thetheoretical perspectives and models that have been used toinform planning that is congruent with the form, focus andcontext of the intervention.
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The programme plan should demonstrate that targetgroup(s), stakeholders and partners have been involved inneeds assessment, target setting, delivery and evaluation.

The programme plan should set out how prototypeinterventions or pilots will be tested and used to develop full-scale programmes.

The plan should sets out how the programme will be fundedto the level required to achieve impact and how it will besustained over the recommended time scale for delivery.Plans should also set out key milestones, in developing anddelivering the programme. These milestones should cover

process, impact and outcome milestones.

Programme plans should set out how coalitions,stakeholders, partners and interest groups will be engagedover the lifetime of the intervention. The plan should alsosets out the mechanism for coordinated action betweeninternational, national regional and local delivery, and howdecision making, governance and coordination of theprogramme will operate.

Key barriers and enabling factors and other risks should beidentified in the programme plan together with what actionswill be taken to address these factors.

Evaluation, performance management, learning andfeedback mechanisms are clear in the programme plan.Evaluation should encompass short-term impact measuresfor tracking purposes, process measures of efficiency andoutcome evaluation related to the specific objectives of theprogramme.

All programme plans should be recorded and published, theplan should be based on a proven planning template.

These characteristics can be used as a checklist to test thelikely impact of social marketing interventions andprogrammes, and as a checklist when developing a social

marketing plan.


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Best practice behavioural Change Planning Checklist

Is there a written social marketing plan and is it

based on a recognised planning template? Yes No Unsure

Are clear aims and measurable behaviouralobjectives set out? Yes No Unsure

Are target audience(s) and segments areexplicit in the plan? Yes No Unsure

Is there evidence that target group(s) are or willbe involved in needs assessment, target setting,delivery and evaluation? Yes No Unsure

Does the plan sets out how prototype interventions

or pilots will be tested and used to develop fullscale programmes? Yes No Unsure

Does the plan sets out a clear rationale for theprogramme and why the particular interventionshave been selected? Yes No Unsure

Does the plan sets out how the programme will befunded to the level required to achieve impact andhow it will be sustained over the recommendedtime scale for delivery? Yes No Unsure

Does the plan set out how coalitions with other

stakeholders, partners and interest groups willbe developed and coordinated? Yes No Unsure

Does the plan set out the mechanisms forcoordination, decision making, and governance? Yes No Unsure

Does the plan have political, policy, managerial andinstitutional commitment? Yes No Unsure

Are barriers and enabling factors and other risksidentified in the plan together with what actions will betaken to address these factors? Yes No Unsure

Does the plan capture what evidence and data isbeing used to formulae interventions? Yes No Unsure

Does the plan indicates what theoretical perspectiveshave been used to inform it? Yes No Unsure

Does the plan set out how funding and other resourceswill be applied and clear expected return on investment ? Yes No Unsure

Are key milestones for development delivery andevaluation set out? Yes No Unsure

Are evaluation, performance management, learning andfeedback mechanisms clearly set out ? Yes No Unsure


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Professor Jeff FrenchPhD, MBA, MSc, Dip HE, BA, Cert.Ed

Strategic Social Marketing Ltdwww.strategic-social-marketing.org

jeff.French@strategic-social marketing.org
http://www.strategic-social-marketing.org/http://www.strategic-social-marketing.org/http://www.strategic-social-marketing.org/http://www.strategic-social-marketing.org/

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