Social Marketing

Execution
The BEHAVE-based Marketing Plan
Step 4: Define the marketing mix.
Once you understand the benefits and barriers that matter to your audience it is time to construct
your marketing mix. The decision about your product or services is always the first step.
1. Product/Service: What can you create that will help your audience reduce barriers and
increase benefits they care about.
2. Price: What will putting that product or service in place cost ?
3. Place: Where will you make that product or service available so that it is easily accessible?
4. Promotion: how will you promote that product or service so that people believe its benefits
are credible?
For help in outlining the four Ps, see the Marketing Mix Decision Framework in the Social
Marketing Tools.
Step 5: Prototyping and pre-testing.
Once you have an idea, it needs to be tested. Prototyping is used to test new products and
services. In short, marketers create a series of increasingly complex mock-ups and try them
out with small groups of potential consumers who become full partners in the design process.
Pre-testing is often used to test messages for comprehension, appeal and relevance.
Step 6: Implement.
Now, it’s time to carry out your plans. Using what you learned from pretesting, alter your marketing
plan, and then begin carrying it out. One thing to remember: do not forget to consider
how the campaign will be evaluated. Ensure that a plan is in place and ready to go before you
implement the intervention.
Step 7: Evaluate.
You need to know whether your marketing plan is working. Perhaps parts of your plan are effective
and others are not. An evaluation of the program should be designed before it is launched.
And, make sure this evaluation relates back to the social benefit listed in Step 1 of the process.
In the best campaign, certain parts of the evaluation are ongoing and can be measured regularly
(daily, weekly, monthly, as often as possible), so the campaign can be tweaked as it moves
forward.
Step 8: Refine the campaign.
Use the results of your evaluation to make changes in the campaign. Set aside a certain time
to re-evaluate what you’re doing. Even if the results are good, nothing is perfect. You can make
your campaign stronger. Before you launch the campaign, set the date for this re-evaluation,
based on your evaluation schedule, so you don’t miss an opportunity to revisit a campaign and
make it better.