The topic is AIR pollution 

There is 2 parts to this assignment 

1) Answer ALL the attachments 1-8

2) This is the last One of the communication strategies of the marketing plan must include a brochure.   Things to consider while designing the brochure are:

  1. Appealing to the target audience’s “hot buttons,”
  2. Attractive layout
  3. Eye-catching graphics
  4. Professional language
  5. Correct grammar and spelling, etc.

The brochure can be created using Adobe Spark: https://spark.adobe.com/ (Links to an external site.) or any other software of your choice.

Appendix A Social Marketing Planning Worksheets 505

t.5 What is the campaign/ocus, the approach you will be using to contribute to your
plan’s purpose (e.g., residential gardening practices)? Areas of focus may be solu­
tion-oriented (e.g., soft shore buffers), population-based (e.g., homes on streams), or
product-related strategies (e.g., native plants).

506 SOCIAL MARKETING

STEP 2: CONDUCT A SITUATION ANALYSIS

(Identify Two to Three Bullet Points for Each)

Organizational Factors: Organizational Resources, Service Delivery
Capabilities, Expertise, Management Support, Issue Priority, Internal
Publics, Current Alliances and Partnerships, Past Performance

2.1 What organizational strengths will your plan maximize?

2.2 What organizational weaknesses will your plan minimize?

External Forces: Cultural, Technological, Demographic, Natural,
Ef.onomic, Political/Legal, External Publics

2.3 What environmental opportunities will your plan take advantage of?

2.4 What environmental threats will your plan prepare for?

Prior and Similar Efforts

2.5 What findings from prior and similar efforts are noteworthy, those of yours and
others?

Appendix A Social Marketing Planning Worksheets 507

sTEP 3: SELECT TARGET AUDIENCES

3.1 Describe the primary target audiences for your program/campaign in tenns of size,
problem incidence and severity, and relevant variables, including demographics,
psychographics/values and lifestyles, geographies, related behaviors, and/or readi­
ness to act (e.g., homeowners on shoreline properties engaged in landscaping and
interested in protecting the environment.):

3.2 lfyou have additional important audiences that you will need to influence as well,
describe them here, to keep them in mind as you develop strategies. They may end
up being messengers or distribution channels (e.g., garden centers and nurseries):

Refer to Worksheet A on page 518 in this Appendix.

508 SOCIAL MARKETING

STEP 4: SET BEHAVIOR OBJECTIVES AND TARGET GOALS

Objectives

4.1 Behavior Objective:
What, very specifically, do you want to influence your target audience to do
result of this campaign or project (e.g., plant native plants)?

as a

4.2 Knowledge Objective:
Is there anything you need them to know in order to act ( e.g., how to identify native
plants at the nursery)?

4:3 Belief Objective:
Is there anything you need them to believe in order to act ( e.g., native plants can be
beautiful and easier to maintain)?

Goals

4.4 What quantifiable, measurable goals are you targeting? Ideally, these are stated in
tenns of behavior change ( e.g., increase in sales of native plants). Other potential
target goals are campaign awareness, recall, and/or response and changes in knowl­
edge, belief, or behavior intent levels.

. ,.

Refer to Worksheet B on page 519 in this Appendix.

Appendix A Social Marketing Planning Worksheels 509

STEP 5: IDENTIFY TARGET AUDIENCE BARRIERS, BENEFITS, AND
MOTIVATORS; THE COMPETITION; AND INFLUENTIAL OTHERS

Barriers

5.1 Make a list of barrifrs your audience may have to adopting the desired behavior.
These may be related to something, physical, psychological, economical, skills,
knowledge, aw�eness, or attitudes. (Try for a list of 5 to 10.)

Benefits

S .2 What are the key benefits your target audience wants in exchange for perfonning the
behavior ( e.g., a yard that’s easier to maintain and increased wildlife on their prop­
erty)? This answers the question “What’s in it for me?” (Try for a list of 2 to 3.)

Motivators

5.3 What does your target audience say will make it more likely that they would do the
behavior? Ask them if there is something you can give them, say to them, or show
them that would help them ( e.g., an easy way to know which nurseries sell native
plants and to identify plants at the nursery).

Competition

5.4 What are the major competing alternative behaviors (e.g., planting nonnative
plants)?

5 .5 What benefits do your audiences associate with these behaviors ( e.g., easier to find)?

5.6 What costs do your audiences associate with these behaviors (e.g., requires more
fertilizing)?

Influential Others

5 • 7 Relative to the desired behavior, who does your target audience listen to, watch, and/
or look up to?

5.8 What do you know about what these midstream audiences are currently saying and
doing regarding the desired behavior (e.g., staff at nurseries)?

Refer to Worksheet Con page 520 of this Appendix.

510 SOCIAL MARKETING

STEP 6: DEVELOP A POSITIONING STATEMENT

Positioning Statement

6.1 Write a statement similar to the following, filling in the blanks:

“Wewant[TARGETAUDIENCE] to see [DESIRED BEHAVIOR] as [ADJECTfVEg
DESCRIPTIVE PHRASES, SET OF BENEFITS, OR HOW nns BEHAVIOR ISBETTER THAN THE COMPETITION] (e.g., “We want shoreline property owuers
engaged in landscaping to see native plants as beautiful, easy to find, less hassle t:
maintain, and a way to protect water quality and wildlife habitats”).”

0

Appendix A Social Marketing Planning Worksheets 511

STEP 7: DEVELOP MARKETING STRATEGIES

7.1 Product: Creating the Product Platform

7.1.l Core Product: What is the major perceived benefit your target audience wants
from perfonning the behavior that you will highlight? (Choose one or a few from
those identified in 5.2.)

7.1.2 Actual Product: What, if any, tangible goods and services will you be offering
and/or promoting ( e.g., 100 native plants to choose from, fruits and vegetables,
life vests, blood monitoring equipment, low-flow showerheads)? .,

, 7 .1.3 Augmented Product: Aie there any additional tangible goods or services that
would assist your target audience in performing the behavior (e.g., workshop on
designing a native plant garden)?

7.2 Price: Fees and Monetary and Nonmonetary Incentives and
Disincentives

7.2.1 If you will be including tangible goods and services in your campaign, what, if
anything, will the target audience have to pay for them ( e.g., cost of native plants,
life vests)?

7 .2.2 Describe any monetary incentives for your target audience ( e.g., coupons,
• rebates).

I

512 SOCIAL MARKETING

7.2.3 Describe any monetary disincentives you will highlight (e.g., fines, incre
taxes, higher prices for competing products). ased

7.2.4 Describe any nonmonetary incentives (e.g., recognition, such as yard plaques).

7.2.5 Describe any nonmoneta,y disincentives (e.g., negative visibility, a website with
photos of properties where migratory birds have disappeared).

7 .3 Place: Develop the Place Strategy

As you determine each of the following, look for ways to make locations closer and more
appealing, to extend hours, and to be there at the point of decision making.

7.3.1 Where will you encourage and support your target audience to perform the desired
behavior and when?

7.3.2 Where and when will the target audience acquire any related tangible goods?

Appendix A Social Marketing Planning Worksheets 513

7.3.3 Where and when will the target audience acquire any associated services?

7.3.4 Are there any groups or individuals in the distribution channel that you will target
to support efforts ( e.g., nursery owners and their stafl)?

7 .4 Promotion: Decide on Messages, Messengers, Creative Strategies, and
Communication Channels

7.4.1 Messages: What key messages do you want Y<?ur campaign to communicate to
target audiences?

c-0

7.4.2 Messengers: Who will deliver the messages and/or be the perceived sponsor?

7.4.3 Creative Strategies: Summarize, describe, or highlight elements such as logos,
taglines, copy, visuals, colors, script, actors, scenes, and sounds in broadcast
media.

Appendix A Social Marketing Planning Worksheets 5

STEP 8: DEVELOP A PLAN FOR MONITORING AND EVALUATIOI

8.1 What is the purpose of this evaluation? Why are you doing it?

8.2 For whom is the evaluation being conducted? To whom will you present it?

8.3 What inputs, outputs, outcomes, and impact will be measure<¥!

8.4 What techniques and methodologies will be used to conduct each of th1
measurements?

8.5 When will these measurements be taken?

8.6 How much will this cost?

Refer to Worksheet D page 521 in this Appendix.