Social Marketing Planning Outline
Consider the following as you plan your social marketing program:
Public Health Goals:
1. To reduce domestic violence by motivating perpetrators and potential
perpetrators to voluntarily attend counseling programs.
2. To reduce domestic violence by encouraging women to seek help.
Audience: Supplied for you today. Describe your target audience in as much
detail as possible; consider demographics (age, income, gender, etc.),
geographic factors, behaviors, attitudes, lifestyles, opinions, and other factors
(e.g. stage of behavior change) that influence the desired behavior.
Behavior goal: Describe the behavior objective(s) as specifically as you can.
Be sure that the behavior is linked to your public health goal.
Example: To encourage _________ (target audience) to ...
Key Influencing Factors:
• Describe the key benefits (time, money, love, respect, personal ethics,
popularity) that could potentially be met by the target audience performing
the behavior.
• Describe the key costs (monetary or non-monetary, such as time,
emotional cost, physical discomfort, etc.) that the target audience might
associate with adopting the new behavior.
Competition: Describe any competing programs and/or services.
Summarize Your Plan
In order to help (name of your audience):