The Second Edition incorporates developments in marketing practice over the last 10 years and focuses on how to apply the design approach to campaigns to effect behavior change. All organizations can do social marketing, Weinreich insists, if they follow the steps and start to think from a social marketing perspective.
Section IV: Step 3: Program and Communication Design
In Steps 1 and 2, you put in a lot of hard work doing research and building a preliminary strategy Now comes the fun part. Step 3 focuses on designing your program's approach and developing communications to convey your messages. You will combine the results of your previous research with some creativity to ...