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23 May
2020

designing a social marketing strategy

Category:ACADEMICIAN

SOLUTION AT Australian Expert Writers

The scoping report is the first step in planning and designing a social marketing strategy. The report should describe the main challenge or issue that you are addressing, review key insights and influences on the consumer (audience’s) behaviour, and clearly make a statement about the problem that can be addressed by applying social marketing principles, concepts and techniques.
The scoping report is a planning tool for the development of your social marketing strategy. Therefore the information included in the report will inform and guide you towards developing and writing the social marketing strategy report. The individual scoping report should include:
Background research – Investigating what has already been done: There will be a large amount of existing information for you to draw on. It is important to identify what knowledge there is on the issue and the customer/groups involved, and understand the customer group’s current practices, behaviours, attitudes, etc. This tasks involves secondary research about the potential target markets and applies the concept of ‘customer orientation’. This emphasises developing a detailed understanding of the customer and target group, based on good background information from different and credible sources.
Outcome: A broad and detailed understanding of the customer is developed, which focuses on understanding their lives and everyday experiences, avoiding potential to only focus on a single aspect or features. Using a range of different research analysis – combining data and where possible finding information from public/government and commercial sources to inform understanding of people’s everyday lives.
Campaign audit: This section of the report outlines identified past campaigns that have addressed the problem and issue being targeted for change. The audit can identify good of past campaigns from a range of organisations, both local and internationally. Effectively, the audit will identify(1) What past campaigns have targeted the problem behaviour;(2) How effective have these campaign been;(3) What might usefully inform a future social marketing approach.
Outcome: Demonstrated background research that show past marketing approaches that have addressed the problem behaviour. Students will present a summary table of key findings from the campaign audit of past campaigns (local and international), and include any relevant additional information on campaigns in a dedicated appendix.
Problem definition – research helps define the problem from the target consumer/groups perspective, exploring their perceptions of the particular issue being considered. Based on the issues identified from your background research a clear problem statement can be drafted. Specifically, the problem statement examines what role a social marketing approach can take to influence social change and indicate who the key target and stakeholder groups are.
Social change problem statement– this is a detailed section that demonstrates the team’s understanding and analysis of the issue based on relevant and up to date information. This section demonstrates detailed information specific to the problem and consequences of the behaviour identified for change. FOCUS ON PARTICULAR MARKET AND BEHAVIOUR
Outcome: The problem statement should clearly lead to a well rationalised point of view and position about the problem consumer behaviour and demonstrates the impact of the problem behaviour on society. A good problem statement is clearly actionable, in that it leads informatively to an understanding of the target market selection, justification and persona design. This is a key section of the report – dedicate approximately 300 words to this section.
Scoping potential market segments and target market(s) – Understanding your target group/market(s). Understanding the consumer/target group is fundamental to good social marketing program design and implementation. This stage develops a detailed explanation of the lifestyle and behaviours of the potential targets – consider details about their motivations, what cause and influences both the problem and desired behaviour. Critical to this step is being clear and demonstrating an understanding of people’s behaviour. This can include:
Internal
External
Knowledge and beliefs
Policies
Attitudes
Access
Perceived risks
Skills
Perceived consequences
Actual consequences
Self-efficacy (belief in their control of the behaviour)
Cultural beliefs and values
Outcome: Student are to complete a market segmentation by identifying FOUR clearly defined segments based on research evidence. Following segmentation ONE segment will be selected as the TARGET market. Understanding the consumer/target group is fundamental to good social marketing program design.
Planned marketing exchange. Following identification of the target market, a planned approach to creating a viable marketing exchange is required. This requires consideration of what the target market will between getting from changing their behaviour and considers both the tangible and intangible benefits and cost that need to be consider when designing the social marketing approach. A further important factor that shapes the marketing exchanges is the influence of the competition, which involves an analysis (direct and indirect) influences.Direct competition includes behaviours, benefits and motivations which are closely identifiable with the focal behaviours of the social marketing intervention. It also includes personal (for example, peer group) and wider (competing organisations) influences on both positive and negative behaviours. Indirect competition arises from the many other competing pressures for the target audience’s time and attention. These include the many social marketing messages which the target audience is exposed to, and the demands of everyday life.
Outcome: This step synthesises the secondary research collected; information is priorities and key facts used to guide explanations of the behavioural issues to be addressed by the social marketing strategy. This section of the report will summaries key information and clearly explains and documents what are consider the costs and benefit to behaviour change for the target market.
The value proposition –is an extended statement that demonstrates how the social marketing approach will make behaviour change attractive and relevant to the target market profiled. The value proposition should include consideration of the domains of value (see Week 6 Lecture & Readings) and highlight which dimension you currently consider to be relevant to the social problem/challenge you have identified.
The conclusion of the scoping stage brings together a well-researched report that describes the challenge or issue, and demonstrates how you have defined the problem, made a clear problem statement to direct the design of the marketing intervention to be planned, and the potential market segments and profiled target market that can be addressed by a social marketing approach to effect social change and improve the wellbeing of individuals and wider society.
Additional guidelines: Read carefully
Word limit
1500 words +/- 20 % (= 1300 – 1800 words) The word count does not include the cover page, Executive Summary; TOC, tables, appendices and reference list. This means you count only the words from the first line in your background, to the last word in the conclusion paragraph.
Weighting
25%
Due Date
9 April @ 1pm
Report style
Profession, report presentation style is expected. This includes: Executive summary of ONE page length – that provides a succinct statement of key facts and information about (1) problem statement; target market selected and value propositions. Include a Table of Content – listing sections and page numbers Use Headings Use page numbering Include tables in the body of the report where required (e.g., detailed Market Segmentation tables) – tables content is not included in the word count. Use Appendices (if needed; not included in the word count)
References
You need to have a minimum of 10 current reports and journal articles from relevant social marketing, consumer research and scientific journals. Include quotation marks when quoting directly; when you use a direct quote, you must include the page number. To avoid plagiarism, you can submit your work multiple times prior to submission to obtain a Turnitin report. Only the last submission is marked. You have FOUR attempts to submit your work prior to the submission date.
Referencing style
Use the APA referencing style. See the library guide here: https://web.library.uq.edu.au/research-tools-techniques/referencing-style-guides#apa NOTE: Be consistent with the referencing style. For journal papers, include the author, title, journal name, volume, number, pages; for all other sources, provide as much information as possible (e.g., conference dates and location). Always start your reference list on a new page.
Format & Presentation
Times New Roman Size 12 font Double spacing Left aligned Normal margins (2 cm) Number all pages Include a header on all pages, with your student name and ID Clearly number any tables and figures (if applicable)
Proofreading
Does your sentence structure make sense? Consider checking your assignment with grammarly.com (software) before submission.
Submission instructions
Your report must be submitted as a Word file electronically through Blackboard: Submits the report through the Turnitin link Your word file must include a cover page that contains a title of the assignment, word count, and date of submission. Files submitted as email attachments will not be accepted. Late submission will result in a reduction of marks. For each day (including Saturday and Sunday) after the due date, a penalty of 5% of the total marks (i.e. 20 marks = 1 mark) will be deducted until the assignment is submitted.
Marking Rubric
Your report will be graded on its research background, application of social marketing techniques and concepts, and creativity in problem identification and use of summary tables to display critical information to inform a future social marketing strategy, and use of academic support/sources, and presentation (including structure and grammar). For further details on how you will be assessed, refer to the marking rubric (available from the MKTG7513 blackboard assessment area).
Dedicated Sources of Information About Social Marketing
Journal of Social Marketing
Social Marketing Quarterly
NSMC website; see http://www.thensmc.com/

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