Step 1: Describe the social issue, background, purpose, and focus of your social campaign
v Briefly identify thesocial issue, sometimes referred to as the wicked problem, your plan will be addressing (e.g., tobacco use, air pollution, water contamination, literacy, homelessness, etc.).
v Identify anysponsoring organizationsyou plan to collaborate with in developing and implementing your campaign. These may be local or national organizations.
v Summarize keybackgroundinformation leading to the development of this plan, ideally using reliable statistics (e.g., percent of unplanned teen pregnancies)
v What is the campaignpurpose, the intended impact (e.g., reduced teen pregnancies by 25% by 2020)?
v What is the campaignfocus, the approach you will be using to contribute to your plans purpose? Areas of focus may be behavior-related, population-related, or product-related strategies.
Step 2: Conduct a situational analysis (SWOT)
v What organizationalstrengthswill your plan maximize?
v What organizationalweaknesseswill your plan minimize?
v What environmentalopportunitieswill your plan take advantage of?
v What environmentalthreatswill your plan prepare for?
v Whatprior and similar campaign effortsare noteworthy?
Steps 1-5 of your social marketing plan needs to be completed & uploaded onto Canvas.Expected length is 3-4 pages.
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