Phases

Description

I Qualitative research

Exploratory

Population

Formative

II Analysis of the situation

The consumer

The demand and supply

The competition

III Social marketing strategy proposal

Purpose and expected impact of its implementation

Target audience

Knowledge and behavioral goals and objectives

Value proposition

Marketing Mix Strategies: Product, price, place, and promotion (4P’s)

Creative strategy

IV Implementation, monitoring, evaluation, and budget plan

To be developed by social actors that will implement the local social marketing plan