Social Marketing
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<strong>Social</strong> <strong>Marketing</strong> Tools<br />
The BEHAVE Framework Worksheet<br />
Target Audience<br />
In order to help a specific<br />
target audience<br />
Action<br />
to take a specific, observable<br />
action under<br />
certain conditions<br />
Determinants<br />
Will focus on: What<br />
determines the action<br />
<strong>Marketing</strong> Mix<br />
Through: Actions aimed<br />
at the behavioral determinants<br />
Who? What? Why? How?<br />
Know exactly who your<br />
audience is and look at<br />
everything from their<br />
point of view.<br />
Your bottom line. The<br />
audiences action is<br />
what counts.<br />
People take action<br />
when it benefits them.<br />
Barriers keep them<br />
from acting.<br />
Your activities should<br />
maximize the benefits<br />
and minimize the barriers<br />
that matter to the<br />
target audience.
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