5
Campaign planning and launch
Develop core messages After the target audience is segmented, selected and defined, then everything that the campaign communicates should be framed in a way that will attract that segment. It is also likely, that other people not in the campaign target audience/group are also attracted to what the campaign is communicating. Messaging language lets the person receiving the message know something about how the campaign’s goal will help them, why they should choose the positive action over other similar “options or alternatives” elsewhere, and/or why the offering is worth spending personal efforts in. It is also important to include clear calls-to-action (e.g., reporting hotline) that are suited for the place the campaign’s target audience are in. To be successful, a social marketing campaign has to reach people with a message that will help them decide to change their behavior. If the message isn’t understandable, if it doesn’t reach its audience, if it scares or offends them too much, if it doesn’t seem to apply to them, or if it simply doesn’t register at all, they won’t respond. Tips: • Develop a few core messages that connect the dots between what the campaign aims to achieve and how it relates to your audience. • Develop messages around a single idea. • Keep language simple and use analogies or personal stories to get your point across. • Make your messages believable.
• Provide evidence such as numbers to increase credibility. • Be consistent with delivery. Highlight what is relevant to the issue and your audience, but be sure to include a consistent statement about the campaign. This makes the campaign’s messaging memorable and helps position it in the natural environment of the target audience and in the minds of your audience.
Formulate a creative brief This is a short document, 1 or 2 pages, used as a guide to help produce the materials and states the positioning of the campaign. The brief is a catch-all, summary document about everything that the SM Lite will do and highlights the most important creative issue. As reference, a sample creative brief is included as Annex D.
Formulate the marketing mix: The marketing mix is used as support in developing a campaign strategy. The marketing mix determines the four components namely product, price, place and promotion. Product: What the audience gets or what you offer; can be tangible items, intangible benefits, or the behaviour itself. Price: What the audience gives up to get a tangible product; also the costs or barriers to making the desired behaviour change. 46
Social Marketing Lite Adaptation to Climate Change in Coastal Areas ACCCoast Project
