Analyzing the SM Environment by Shinta P

7/28/2019 Analyzing the SM Environment by Shinta P

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Analyzing the SM environmentBy Shinta P


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Research methods:a.opinion leader surveys

b. Media content analysis

c. Public opinion surveys

d. analysis of legislative trends


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How?


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a. Choose a campaign focus

b. Identify campaign purpose

c. Conduct SWOT analysisd. Reviewing past and similar efforts


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Choose a campaign focus


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steps:

I. Identify potential approaches, criteria:

a.Behavior change potential

Is there clear behavior that can be promoted toaddress the issue?

Offering enhanced counselling services forpregnant teens doesnt have the same potential

that safe sex or abstinence focus would have


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b. Market demand

How many people would benefit from

behavior change campaign with this focus?

The number of youth that would potentially

benefit from mentoring campaign thatfocuses on volunteers for youth t risk is not

as great as one focusing on encouraging

all parents to identify and support other ca

ring adult relationship in their childrens life


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Market supply

Is this issue already being addressed by other

organisations and campaigns?

Orgasanitional match

Is it good match for the sponsoring organisations?Is it consistent with its mission and culture?


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Funding sources

What approach has the greatest fundingpotential?


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Identifying potential approaches for campaign

focus----(group discussion)

Social issues potential approaches for focus


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focus


Unintended pregnancies birth control

talking to your child about sex abstinence

sexual assault prevention

abortion counselling


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focus


Drinking and driving underage drinking and driving designated drivers

promoting new tougher laws

(80% vs 20% alcohol limit)

military personnel


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focus


air pollution carpooling mass transit

walking to work

gas lawn mowers

not topping off gas tanks


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Identify campaign purpose


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aN objective in a SM campaign is what we want

our target audience to do-- the ultimateimpact (benefit) ofadopting the behavior totarget audience

Is important for motivating project participants, as

well as appealing to potential funders. The purposeof the campaign is broad statement describing theultimate impact of succesfull


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Campaign purpose and objective

(group discussion)

Social issues Campaign purpose

(potential impact)

Campaign

objective (desired

behavior)


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Campaign purpose and objective

Social issues Campaign purpose

(potential impact)

Campaign

objective (desiredbehavior)

Unintended

pregnancies

Reduced teen

pregnancies

Choose

abstinence

Drinking and driving Reduced injured fromunderage drinking

and driving

Teens: dont haveeven one drink

and drive

air pollution Reduced volatile

organic compound inthe athmosphere

caused by gas

spilage

Using mass

transportation fordaily activity


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SWOT analysis


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Explore the internal and externalenvironment to identify factors that

represent Strength to maximize,

Weaknesses to minimize,

Opportunities to capture, Threat to

prepare for in our plan


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Some key questions:

what trends, changes, or overlooked need in

programs SM environment offer change for the

program to attain its objectives more effectively?

what situations, barriers appear to be potentially

damaging or problematic to the program attainment

of its objectives?


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what resources or capabilities of the SM

program can take advantage of identifiedopportunities in the environment or can beused effectively to achieve the SMobjectives?

What aspect of marketing program ororganizations weaknesses or limitationsmake it particularly vulnerable to theidentified environment threats or keep it

from achieving the SM objectives?


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Reviewing past and similar efforts

Analyzing the SM Environment by Shinta P

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