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\nA market strategy is a plan of action for your entire social marketing program. Market strategy encompasses the specific target audience segment(s), the specific desired behavior change goal, the benefits you will offer, and the interventions that will influence or support behavior change.
\nFor example
\nAudience Member gives:
\nAudience Member gives:
\nAudience Member gets:
\nAudience Member gets:
\n$10
\n$10
\nAn immunization
\nAn immunization
\nTime
\nTime
\nFreedom from illness in the future
\nFreedom from illness in the future
\nMomentary discomfort
\nMomentary discomfort
\nFreedom to travel
\nAbility to go to school
\nFreedom to travel
\nAbility to go to school
\nFor example
\nWho? (Specific audience segment)
\nWho? (Specific audience segment)
\nParents of eligible uninsured children
\nParents of eligible uninsured children
\nWill do what?
(Specific behavior)
Will do what?
(Specific behavior)
Will call the toll-free number to apply for coverage for their children under the State Children\u2019s Health Insurance Program (SCHIP)
\nWill call the toll-free number to apply for coverage for their children under the State Children\u2019s Health Insurance Program (SCHIP)
\nUnder What Conditions?
(When and Where)
Under What Conditions?
(When and Where)
At a time and location that is convenient for them
\nAt a time and location that is convenient for them
\nIn exchange for?
(Benefits)
In exchange for?
(Benefits)
In exchange for the peace of mind that comes with being a good parent, providing for their children\u2019s needs, and ensuring their families\u2019 financial security.
\nIn exchange for the peace of mind that comes with being a good parent, providing for their children\u2019s needs, and ensuring their families\u2019 financial security.
\n