Social Marketing Casebook brings together a dedicated collection of social marketing case studies and vignettes from around the world for the first time. Each case study is explored from the scoping and research stage to evaluation, providing the reader with a complete overview of the most important building blocks in social marketing and how these can be applied to the real world, including insights from the key people involved in social marketing and the identification of the common themes associated with successful social marketing strategies; an international range of cases from the health, environmental and civic sectors, from national and governmental programs to local, small-budget interventions; comprehensive coverage of the whole process, from strategy and implementation, to the challenges and lessons learned; and academic exercises, discussion questions and references to reinforce student learning.
Chapter 2: Planning Social Marketing
All of the case studies in this book undertook some form of planning to develop the interventions that they put in place. Systematic and transparent planning is a key defining feature of social marketing.
This chapter will set out a basic guide to planning social marketing interventions. Whilst a growing number of social marketing planning guides and models are available, most focus on ‘operational’ planning (i.e. for on-the-ground delivery). However, social marketing principles can also be used to guide and inform policy formulation and strategy development as well as operational programme planning. There is a need, then, to distinguish between strategic and operational social marketing planning.
‘Strategic Social Marketing’ is a process ...