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Social Marketing Campaigns
A social marketing campaign promotes behavior change to improve
the health or well-being of a society segment. Modcom’s
social marketing campaigns contain five phases: planning; channel
distribution and materials development; pre-testing; and implementation,
evaluation and feedback.
Phase One: Planning
Modcom defines the campaign’s scope. We develop a client
questionnaire to obtain input; review existing materials to
familiarize ourselves with current outreach processes; hold
a campaign kick-off meeting; conduct focus group/telephone
interviews; and develop a strategy for the campaign’s
implementation complete with evaluation criteria. We use this
phase to gain a better mental picture of the project’s
scope.
Goal: Define the campaign’s
scope
Deliverable: Marketing and Outreach Campaign
Workplan
Phase
Two: Channel Distribution / Materials Development
We use the results of our research in Phase One: Planning to
design a campaign that selects the most effective and efficient
methods of reaching target audience segments. We identify and
select the best channels for information distribution; develop
a list of proposed communication pieces and their goals; and
create draft communication pieces.
Goal: Create resonate communication pieces for target audience
Deliverables: Draft Communication Pieces
Phase Three: Pre-testing
We conduct focus group discussions to pre-test draft communication
pieces. We analyze and interpret pre-test results of the focus
group. We collaborate with our clients and decide how to proceed
with the results.
Goal: Identify target audience response to
communication pieces
Deliverables: Focus Group Evaluation Report
Phase Four: Implementation
We develop an implementation plan to ensure we are on the
right path toward accomplishing campaign goals. We create a
distribution plan; develop a public relations plan; and monitor
the campaign implementation.
Goal: Confirm we are on the right path toward
accomplishing campaign goals
Deliverables: Distribution Plan, Public Relations
Plan
Phase Five: Evaluation and Feedback
We create online and direct mail questionnaires to gather
feedback on the campaign. This questionnaire contains yes/no
and open-ended questions. Through this target audience
feedback we capture quantitative and qualitative data. We
analyze this data and make recommendations for campaign
improvements representing target audience members’ viewpoints.
Goal: Survey a broad-range of target audience
members
Deliverable: Target Audience Survey Report
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