+1 (208) 254-6996 essayswallet@gmail.com
  

I am in UK so get something that is UK based plus references. 

How to set out your campaign plan.

Further reading Chapter 6 of the course text.

1. Remember it is NOT an Essay so use headings ( aligned to the grading criteria)

2. Word Count: 2500 words excluding References and Appendices. Remember Appendices do not receive a mark they, are there for supporting material. Anything relevant to your campaign should be in the main document.

For example:

‘A full application of Porter’s 5 Forces ( xxx ) is evidence in Appendix 1 .

3. All tables, figures, headings, subheadings references/ citations in the main plan count.

The plan should be structured as follows (same as grading criteria-see Moodle)

Title of Campaign (perhaps the slogan or hashtag you have devised?)

Campaign Aims

Set out the broad aim of the campaign- State the behaviour or other factors that the intervention sought or is seeking to influence.

Campaign Objectives (what would you like the campaign to have achieved by short -6 months /medium-12 months and long term -18 months )

SMART (Specific, measurable, achievable, realistic and time bound) goals including attitudinal and behaviour change

You should all be familiar with writing SMART objectives. They are short concise statements that will align to attitudinal or behavioural aims of the campaign.

For example ( and in no particular order):

Objective #? (to raise awareness of the value of the behaviour change intervention)

To achieve 20% of young men 15 yrs -18 years to download anti-tobacco App within 6 months of the start of the intervention campaign .

Objective #?

Increase social media impressions across all platforms among the target audience by 30% by the end of the quarter (date).

Objective #?

Establish partnership with 3 sporting influencers within 3 months and develop discount codes for their followers who take up exercise at Blah Blah Gyms UK.

Objective #?

Increase recycling behaviour of target group by 25% by increasing website traffic with 3 new blog within 6 months of the campaign. 

Situational Analysis

This is the information you have presented in the mini milestone plus other relevant research.

Conduct systematic research to analyse the marketing environment, social, technological, economic and legal perspective. All relevant data, evidence and experience of the issue has been gathered to inform planning. A range of sources have been included.

Depending on your word count PESTLE analysis could be included in the appendix in a chart format and just choose a few salient points to discuss in the main body of the plan..

Target group

Who/type of behaviour you wish to change.Evidence of secondary research, including, audience knowledge, attitudes, practices and behaviours in relation to wicked problem. Target group focus, segmentation and insight. State the target group that is the focus of this intervention campaign. Detail segments of the target group selected. State the key sights from customer research that drove the approach. A range of sources have been included.

Demographic (use bullet points)

· xxxxxx xxxxxxxxxxxxxxxxxx( smith and Jones, 2018)

· xxxxxxxxxxxxxxxxxxxxxxx ( Statistica, 1990)

Psychographic /behavioural

· xxxxxx xxxxxxxxxxxxxxxxxx( Fletcher and Brown, 2017)

· xxxxxxxxxxxxxxxxxxxxxxx ( Statistica, 2017)

Geographic

· xxxxxxxxxxxxxxxxx ( Portsmouth City Council Annual report , 2018)

Citizen Orientation/ Behavioural theory

Here you could include the work you have prepared for seminar 7

Here apply only one of the following Theory of Planned behaviour/ Health Belief Model of Diffusion of innovation

Full justification of behaviour change model/s and theory has been used to segment/target the audience and inform the intervention. State how a citizen/customer orientation has driven the approach. This may include research on attitudes, beliefs, behaviours or incidence rates, co-creation efforts and approaches.

· The first construct is the attitude towards the act or behaviour eg smoking/gambling/degradation of the environment (any wicked problem) You may have evidence from published sources if so include the citation ( eg : Research suggests the target group feel alienated and lonely and unable to alter their mental health state (Smith and Jones, 2020) .

· That is, an individual’s belief of whether a certain behaviour or act makes a positive or negative contribution to that person’s life.

· A second construct is called subjective norm: this construct focuses on everything around the individual. In other words his or her social network, cultural norms, group beliefs about the behaviour and so on ( eg : Research suggests the target group is heavily influenced by their peers (Smith and Smith, 2019) .

· A third construct is called perceived behavioural control: a person’s belief of how easy or hard it is to adopt the new behaviour or act in a certain way (Published literature suggests the target group feel unable to alter their mental health state (Smith and Jones, 2020).

TPB is able to predict:

· if a person has a positive attitude towards eg: giving up smoking

· whether they are surrounded by favourable social norms to offer support eg: to reduce alcohol intake

· If they have a high level of perceived behavioural control to change behaviour eg: drink driving

These are the best predictors for forming a behavioural intention.

(This knowledge will help you design intervention activities for childhood obesity eg: to meet the second construct -roadshows as schools / free exercise classes before and after school/ bring –a-long- a – parent sessions too).

The Social Offering: Exchange and value

Use the work you have done for your mini milestone 2

State the products, ideas, understanding, services, experiences, systems and environments that your campaign/program is seeking to influence. Your secondary research will help you identify what the audience value and what the target audience has to give up (e.g. financial, physical, time-related costs) to get the benefits or value proposed, and this is built into the intervention approach (e.g. incentives, recognition, reward and/or disincentives are built in)

Competition Analysis and barriers to change

You could apply a Porter’s 5 forces framework

State the competition analysis undertaken – who are the competitors? What is the benefit they offer your target market and how did you tackle them?

Factors competing with the desired behaviour are considered and addressed (e.g. environment, economic factors, psychological, media/consumer-related factors, physiological factors such as addiction).

Intervention mix

Set out all the interventions types that you applied. (Control, Inform, Design, Educate, Support) An integrated approach is evidenced by the presence of a valued ‘proposition’ product or service to the target audience that is offered and promoted through a co-ordinated approach to information, education, service design and execution, through the social marketing tools. Interventions may involve both active (downloads an App) and passive (advertising) decision making. This is an overview of your social marketing intervention mix. This should cover more than a just a communication mix – see page 194-195 in course text Strategic Social Marketing) See the mini lectures 30/11 and 7/12.

List the tools you have used. How and why? Use headings and bullet points and citations in support where possible. You could always present the IM in a chart if you would prefer .

Social Media campaign

Instagram – Target group are users of Instagram, Twitter (Smith and Jones, 2016)

To Inform (using stats) and educate about the value of quitting smoking with demonstrations about how to use nicotine patches.

Number of likes, shares will help measuring the success of the campaign against the objectives.

Story telling

Use of blogs and success storied

ETC

Planning, Results and Learning

Which planning model did you use and why? In seminar we applied STELa ( see page 179-182 of course text) Set out the methods for evaluation of the campaign ( click through, likes, success against objectives). What mechanism have you built into your intervention mix to evaluate behaviour change (has your target grouped stopped smoking/switched to cardboard packaging?? Also set out the expected learnings from the program. For example the expectation is that target group will know where to access the vaccination programme because the points of access ( GP surgeries) were used in the social media campaign) . Indicate the flow of learning from the programme- was value co-created throughout wider society ?

Ethical check list

Tick the boxes as they apply.

Most questions you have could be answered by the course book or looking back over the course content on Moodle.

If you have any questions please ask your tutor when we return.

PORTSMOUTH LAW SCHOOL /

C:\Users\BrookJ\Desktop\filetodownload,199984,en.jpg

Marketing SUBJECT GROUP

[Social Marketing]

[U30933]

Assessment Information

[2020/21]

Module Co-ordinator

[Judith Fletcher-Brown]

Assessment Strategy

This module will be assessed using two items: a Social Marketing Intervention Campaign Plan and three mini milestone presentations. These two elements of assessment areAssessment 1 Social Marketing Intervention PlanWeighting: 80%Learning Outcomes Assessed: LO1, LO2 & LO3Word Count: 2500 words excluding References and Appendices. Remember Appendices do not receive a mark they, are there for supporting material. Anything relevant to your campaign should be in the main document.Details of Assessment 1Select a social marketing wicked problem of your choice and develop a social marketing intervention campaign plan.The wicked problem you chose can be something that interests you, like cleaner oceans or encouraging people to stop smoking. It doesn’t have to be a large scale wicked problem but it does have to be a problematic act of behaviour that you believe needs to change to benefit society. For example stopping litter in your postcode, the dropping of cigarette ends or something related to COVID.The plan you develop and submit must follow the recommended format, and use appropriate headings as detailed below.SectionWhat should be includedCampaign Aims and ObjectivesSituational analysis:Set out the aims / objectives of the intervention campaign you are presenting. State the behaviour or other factors that the intervention sought or is seeking to influence. Specific, actionable and measurable goals including behaviour have been set (consider , short, medium and long term).Conduct systematic research to analyse the marketing environment, social, technological, economic and legal perspective. All relevant data, evidence and experience of the issue has been gathered to inform planning. A range of sources have been included.Target group focusEvidence of primary or secondary formative research, including, audience knowledge, attitudes, practices and behaviours in relation to topic area. Target group focus, segmentation and insight. State the target group that is the focus of this intervention campaign. Detail segments of the target group selected. State the key sights from customer research that drove the approach. A range of relevant sources are present. Correct marketing terms are evident.Citizen Orientation/ Behavioural theoryFull justification of behaviour change model/s and theory has been used to segment/target the audience and inform the intervention. State how a citizen/customer orientation has driven the approach. This may include research on attitudes, beliefs, behaviours or incidence rates, co-creation efforts and approaches.The Social Offering: Exchange and valueState the products, ideas, understanding, services, experiences, systems and environments that your campaign/program is seeking to influence. Analysis has been completed of what audience value and what the target audience has to give up (e.g. financial, physical, time-related costs) to get the benefits or value proposed, and this is built into the intervention approach (e.g. incentives, recognition, reward and/or disincentives are built in)Competition Analysis and barriers to changeState the competition analysis undertaken – who are the competitors? What is the benefit they offer your target market and how did you tackle them?Factors competing with the desired behaviour are considered and addressed (e.g. environment, economic factors, psychological, media/consumer-related factors, physiological factors such as addiction).Intervention mixSet out all the interventions types that you applied. (Control, Inform, Design, Educate, Support). An integrated approach is evidenced by the presence of a valued ‘proposition’ product or service to the target audience that is offered and promoted through a co-ordinated approach to information, education, service design and execution, and supported by systems and policy. Interventions may involve both active and passive decision making. .This is an overview of your social marketing intervention mix. This should cover more than a just a communication mix. Set out all the interventions types that you applied. (Control, Inform, Design, Educate, Support- see page 194-195 in course text Strategic Social Marketing)Planning, Results and LearningWhich planning model did you use and why? ( see page 179-182 of course text) Set out the methods for evaluation of the campaign. What mechanism have you built into your intervention mix to evaluate behaviour change? These must relate directly to the programmes objectives. Also set out the expected learnings from the program. For example the expectation is that target group will know where to access the vaccination programme. Indicate the flow of learning from the programme.Ethical check listEnsure that you indicate using the provided checklist which of the following your outlines campaign addressesUndertake an Ethical check list. Tick which your campaign addresses:i) Deliver interventions that have measurable positive social and individual outcomes [ ]ii) Reduce the impact of potential harm of the intervention as much as possible [ ]iii) Treat all target groups and partners fairly [ ]iv) Develop interventions that deliver the greatest good for the greatest number of people [ ]v) Recognise and support the autonomy of the target audiences [ ]References: Please follow the referencing conventions used by UoP.  Academic Writing & ReferencesPlease follow the referencing conventions used by UoPThe lectures and seminars during the teaching block will provide guidance and help you to understand exactly what is required within each section of your plan. Chapter 6 of the n course text Strategic Social Marketing also provides more detail on each stage of the plan.U30933 Social Marketing Intervention Campaign grading criteriaCriteria (weighting)70+Excellent60-69Very good50-59Satisfactory40-49Basic<40%FailCampaign Aims and ObjectivesSituationalAnalysis(10 marks)Excellent Aims and SMART ObjectivesShort, Med and Long included.The behaviour the intervention sought or is seeking to influence is thoroughly explainedVery good Aims and SMART ObjectivesShort, Med and Long included but may not be coherent.The behaviour that the intervention sought or is seeking to influence is Clearly stated  but it lacks the polish/detail or 70+Satisfactory Aims but incomplete SMART ObjectivesShort, Med and Long may not all be included.The behaviour the intervention sought or is seeking to influence is described and lacks detail.Basic Aims but incomplete SMART Objectives .Short, Med and Long are confused or omitted.The behaviour the intervention sought or is seeking to influence is weak.Campaign goals/outcomesare not understood and/incompleteThe behaviour the intervention sought or is seeking to influence is poor.Excellent Systematic scoping has been done to analyse environment. All social, technological, economic and legal perspectives have been considered. All relevant data and evidence of the wicked problem has been gathered to inform planning. A broad range of sources have been included.Very good scoping has been done to analyse macro environments. All environments have been considered. Good range of data and evidence of the wicked problem has been gathered to inform planning. A range of sources have been included but not the breadth of 70+Satisfactory analysis of all macro environments. Data and evidence of the wicked problem has been gathered from a few sources only.Basic analysis of macro environments. Only a few environments have been considered. Sparse data and evidence of the wicked problem has been gathered.The situational analysis is incoherent and without substance.FormativeAudienceResearch(10 marks)Excellent evidence of secondary research, including, audience knowledge, attitudes, practices and behaviours in relation to wicked problem.Target group focus, segmentation and insight. Detail segments of the target group selected. Key sights from customer research that drove the approach are included. A broad range of relevant sources are present. Correct marketing terms are evident.Very good evidence of secondary research, including, audience knowledge, attitudes, practices and behaviours in relation to wicked problem.Target group focus, segmentation and insight is not the breadth of 70+Some very good segments of the from customer research that drove the approach are included. A range of relevant sources are present. Mostly correct marketing terms are evident.Satisfactory evidence of secondary research but incomplete. The following may not be present, audience knowledge, attitudes, practices and behaviours in relation to wicked problem.Target group focus, segmentation and insight.Few sources are present.Few marketing terms evident.Basic but weak evidence of secondary research and likely to be incomplete. The following may not be present, audience knowledge, attitudes, practices and behaviours in relation to wicked problem.Target group focus, segmentation and insight is poor.One or two sources are present.Marketing terms are not evident.The audience research is incoherent and without substance and lacks detail.Citizen Orientation/ Behavioural theory(10 marks)Excellent justification of behaviour change model/s and theory has been used to segment/target the audience and inform the intervention and clearly links to above insight. Explanation about how co-creation could be achieved.Nearly full justification of behaviour change model/s and theory has been used to segment/target the audience and inform the intervention and clearly links to above insight. Explanation about how co-creation could be achieved but not the polish of 70+Satisfactory inclusion of behaviour change model/s and theory has been used to segment/target the audience and inform the intervention but few links to above insight. Little discussion about how co-creation could be achieved.Basic inclusion of behaviour change model/s and theory has been used to segment/target the audience and inform the intervention but weak links to above insight. Weak discussion about how co-creation could be achieved.Incorrect or no inclusion of behaviour change model/s and theory has been used to segment/target the audience and inform the intervention but No links to above insight. No discussion about how co-creation could be achieved.The Social Offering- Exchange and value(10 marks)Excellent analysis of what audience value and what the target audience has to give up (e.g. financial, physical, time-related costs) to get the benefits or value proposed. Innovative ideas are built into the intervention approach. (e.g. incentives, recognition, reward and/or disincentives are built in).Very good analysis of what audience value and what the target audience has to give up (e.g. financial, physical, time-related costs) to get the benefits or value proposed. Some very good ideas are built into the intervention approach. (e.g.incentives, recognition, reward and/or disincentives are built in).Satisfactory analysis of what audience value and what the target audience has to give up (e.g. financial, physical, time-related costs) to get the benefits or value proposed. Expected ideas are built into the intervention approach. (e.g. incentives, recognition, reward and/or disincentives are built in).Basic analysis of what audience value and what the target audience has to give up (e.g. financial, physical, time-related costs) to get the benefits or value proposed. Few ideas are built into the intervention approach. (e.g. incentives, recognition, reward and/or disincentives are built in).Weak understanding and inappropriate intervention ideas.Competition and barriers to change(10 marks)Excellent competition analysis undertaken – who are the competitors? What is the benefit they offer your target market and how did you tackle them? Factors competing with the desired behaviour are considered and addressed (e.g. environment, economic factors, psychological, media/consumer-related factors, physiological factors eg addiction).Very good competition analysis undertaken – who are the competitors? What is the benefit they offer your target market and how did you tackle them? Factors competing with the desired behaviour are considered and addressed (e.g. environment, economic factors, psychological, media/consumer-related factors, physiological factors eg addiction). However, not the breadth of understanding of 70+Satisfactory competition analysis undertaken – who are the competitors? Some of the following may be included: What is the benefit they offer your target market and how did you tackle them? Factors competing with the desired behaviour are considered and addressed (e.g. environment, economic factors, psychological, media/consumer-related factors, physiological factors eg addiction).Basic the competition analysis undertaken – who are the competitors? Few of the following included: What is the benefit they offer your target market and how did you tackle them? Factors competing with the desired behaviour are considered and addressed (e.g. environment, economic factors, psychological, media/consumer-related factors, physiological factors eg addiction).Little or no inclusion.Intervention mix(20 marks)Excellent interventions (Control, Inform, Design, Educate, Support). An integrated approach is evidenced by the presence of a valued ‘proposition’ product or service to the target audience that is offered and promoted through a co-ordinated approach to information, education, service designVery good interventions (Control, Inform, Design, Educate, Support). An integrated approach is evidenced by the presence of a valued ‘proposition’ product or service to the target audience that is offered & promoted through a less co-ordinated approach to information, education, service designSatisfactory interventions (Control, Inform, Design, Educate, Support). An integrated approach is evidenced by the presence of a valued ‘proposition’ product or service to the target audience. Adhoc approach to information, education, service designBasic interventions (Control, Inform, Design, Educate, Support). An integrated approach is evidenced by the presence of a valued ‘proposition’ product or service to the target audience. No clear strategic approach to information, education, service designLittle or no inclusion of interventions. No strategic approach.Planning, Results and Learning(10 marks)Excellent application of planning modelMethods for evaluation of the campaign clearly set out. Mechanism to evaluate intervention mix behaviour change clearly set out and relate directly to the programmes objectives. Also set out the expected learnings from the program. Short-, medium- and long-term evaluation ideas are identified.Very good application of planning modelMethods for evaluation of the campaign set out. Mechanism to evaluate intervention mix behaviour change is included and relate directly to the programmes objectives. Also set out the expected learnings from the program. Some Short-, medium- and long-term evaluation ideas are identified.Satisfactory application of planning modelMethods for evaluation of the campaign are vague. Mechanism to evaluate intervention mix behaviour change is weak and not related directly to the programme’s objectives. The expected learnings from the program are unclear. Short-, medium- and long-term evaluation ideas are not clear.Basic or incomplete application of planning modelMethods for evaluation of the campaign are not included. Mechanism to evaluate intervention mix behaviour change is weak and not linked to the programmes objectives. The expected learnings from the program are unclear. Short-, medium- and long-term evaluation ideas are missingFails to include any substantial information or what is included is incoherent and not linked to a planning model or objectives.Ethics(5 marks)The ethical implications of the plan are clear, and the programme is designed in such a way to address relevant issues. Student has completed the check list and is included in submission.Most of the ethical implications of the plan are clear but some boxes unchecked, and the programme is designed in such a way to address relevant issues. Student has completed the check list and is included in submission.The ethical implications of the plan are satisfactory, and the programme is designed in such a way to address relevant issues. Student has completed some of the check list and is included in submission.The ethical implications of the plan are basic, and the programme is designed in such a way to address relevant issues. Student has completed few of the check list and is included in submission.The ethics list is not included in submissionFormat, presentation and structure(5 marks)Excellent document that includes all sections of the campaign plan.Relevant and innovative relevant sourced materials.Articulate, well written and well presented with excellent spelling and grammar.Referencing according to convention throughout with complete and accurate reference list.Very good document that includes all sections of the campaign plan but lacks polish of excellent grade.Relevant sourced materials with some additional sources included.Demonstrates very good academic writing skills. Well-presented throughout with very few/no spelling/ grammatical mistakes.Mostly referenced according to convention.Satisfactory document that includes all sections of the campaign planbut lacks the detail of the next level.Readable work which is generally well presented although there may be some spelling/ formatting mistakes.Generally referenced according to convention.Basic document. Most sections are included. Minimal detail and lacks innovative campaign planningLimited structure and writing style.Presentation could be improved.Weak referencing.The purpose of the assignment is not understood and explained.Poorly written and presented. Lacks structure and clarity. May have a number of mistakes.Inadequate referencing.Details of Assessment 2Mini Milestone PresentationWeighting: 20%Learning Outcomes Assessed: LO1, LO2 & LO3Details of AssessmentTo support the development of your social marketing intervention plan Three mini milestones have been built into the seminar programme which you must attend and be prepared to discuss your wicked problem Attendance is compulsory and counts for 20% of module grade. Check the lecture and seminar schedule for specific dates and content that must be prepared for each mini milestone. As we progress through the module there will be more explanation about these opportunities to present your campaign ideas and receive feedback from your tutor.Marking CriteriaExcellent  (70+)Very Good(60+)Satisfactory(50+)Basic(40+)Fail  (below 40)Mark AssignedCompleted Mini Milestone PresentationsAll Mini Milestone Presentations were completed on time.(20 marks)Two of three Milestone Presentations were completed on time.   (14 marks) One Milestone Presentations was completed on time. ( 7 marks )None of the Milestone Presentations were completed on time. (0 marks)