Social Marketing
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16<br />
The Basics<br />
Working Toward a Strategy<br />
The BEHAVE framework and all the other tools in this resource book are a guide for you to draft<br />
strategies for successful programs. Put simply, a strategy is a statement that provides a blueprint<br />
for action. It sums up all that you have learned to date and answers twelve basic questions<br />
(see figure 4 below). These questions frame the marketing problem by helping you to define<br />
the broad analytic problems, and narrowing towards developing specific interventions. It is<br />
critical, however, to carefully answer the first questions, as these answers will frame your entire<br />
program; if you don’t correctly identify the audience, the marketing mix you define won’t make<br />
a difference. Take the time to get it right.<br />
Figure 4: Twelve Strategic Questions<br />
Problem Statement<br />
1. What is the social problem I want to address?<br />
2. Who/what is to blame for this problem?<br />
Behavior<br />
3. What action do I believe will best address that problem?<br />
4. Who is being asked to take that action? (audience)<br />
Determinants<br />
5. What does the audience want in exchange for adopting<br />
this new behavior? (key benefit)<br />
6. Why will the audience believe that anything we are<br />
offering is real and true? (support)<br />
7. What is the competition offering? Are we offering<br />
something the audience wants more? (competition)<br />
Interventions<br />
8. What marketing mix will increase benefits they want and<br />
reduce behaviors they care about.<br />
9. What is the best time and place to reach members of our<br />
audience so that they are the most disposed to receiving<br />
the intervention? (aperture)<br />
10. How often and from whom does the intervention have<br />
to be received if it is to work? (exposure)<br />
11. How can I integrate a variety of interventions to act over<br />
time in a coordinated manner to influence the behavior?<br />
(integration)<br />
12. Do I have the resources alone to carry out this strategy<br />
and if not, where can I find useful partners? (affordability)