Ch 2: 10 steps in the Strategic marketing planning process – Flashcards

What social issue is this plan intended to impact? On what population? What is the solution we will focus on? Why? Who is the sponsor?

SWOT: organizational strengths, weaknesses, environmental opportunities and threats. Key learnings from a review of similar prior efforts and additional exploratory market research.

Descriptions of priority target audience including demographics, geographics, readiness to change, relevant behaviors, value and lifestyle, social networks, and community assets relative to the plan's purpose and focus. Market research findings providing a rationale for targeted audiences, including factors such as size, problem incidence, problem severity, defensiveness, reachability, potential responsiveness to marketing mix elements, incremental costs, and organizational match, relative to the plan's purpose and area for focus.

Behaviors and target audience will be influenced to adopt the behavior. Ones that are single and simple with lowest current penetration, highest willingness, and most potential impact. SMART goals quantifying desired behavior outcomes as well as changes in knowledge, beliefs, and behavior intent.

Perceived barriers and cost associated with adopting the desired behavior. Potential unique and meaningful benefits that will help influence and sustain targeted behaviors. Competing behaviors/ forces/ choices. Influence of importance to others.

How we want the priority audience to see the targeted behavior, highlighting unique benefits and the value proposition.

Product, Price, Place, Promotion

Audience- desired benefits promised in exchange for performing the behavior.

Features of any goods or services offered/promoted.

Additional goods and services to help perform the behavior or increase appeal.

Creating convenient opportunities for audience to engage in the targeted behaviors and/or access products and services, including developing partnerships for distribution channels and reinforcing desired behaviors.

persuasive communications, highlighting benefits, features, fair price, and ease of access. Decisions regarding messages, messengers, creative strategies, and media channels. Consideration for incorporating prompts for sustainability.

Purpose and audience for monitoring progress and evaluating final results. What will be measured: inputs, outputs, outcomes, and potential impacts and return on investments. How and when measures will be taken.

Cost of implementing the marketing plan, including additional research and monitoring/evaluation plan. Any anticipated incremental revenues, cost savings, or partner contributions.

Who will do what, when—including partner and their roles.