my topic is on air pollution 

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SOCIAL MARKETING

STEP 6: DEVELOP A POSITIONING STATEMENT

Positioning Statement

6.1 Write a statement similar to the following, filling in the blanks:

“Wewant[TARGETAUDIENCE] to see [DESIRED BEHAVIOR] as [ADJECTfVEg
DESCRIPTIVE PHRASES, SET OF BENEFITS, OR HOW nns BEHAVIOR ISBETTER THAN THE COMPETITION] (e.g., “We want shoreline property owuers
engaged in landscaping to see native plants as beautiful, easy to find, less hassle t:
maintain, and a way to protect water quality and wildlife habitats”).”

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Appendix A Social Marketing Planning Worksheets 511

STEP 7: DEVELOP MARKETING STRATEGIES

7.1 Product: Creating the Product Platform

7.1.l Core Product: What is the major perceived benefit your target audience wants
from perfonning the behavior that you will highlight? (Choose one or a few from
those identified in 5.2.)

7.1.2 Actual Product: What, if any, tangible goods and services will you be offering
and/or promoting ( e.g., 100 native plants to choose from, fruits and vegetables,
life vests, blood monitoring equipment, low-flow showerheads)? .,

, 7 .1.3 Augmented Product: Aie there any additional tangible goods or services that
would assist your target audience in performing the behavior (e.g., workshop on
designing a native plant garden)?

…

7.2 Price: Fees and Monetary and Nonmonetary Incentives and
Disincentives

7.2.1 If you will be including tangible goods and services in your campaign, what, if
anything, will the target audience have to pay for them ( e.g., cost of native plants,
life vests)?

7 .2.2 Describe any monetary incentives for your target audience ( e.g., coupons,
• rebates).

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7.2.3 Describe any monetary disincentives you will highlight (e.g., fines, incre
taxes, higher prices for competing products). ased

7.2.4 Describe any nonmonetary incentives (e.g., recognition, such as yard plaques).

7.2.5 Describe any nonmoneta,y disincentives (e.g., negative visibility, a website with
photos of properties where migratory birds have disappeared).

7 .3 Place: Develop the Place Strategy

As you determine each of the following, look for ways to make locations closer and more
appealing, to extend hours, and to be there at the point of decision making.

7.3.1 Where will you encourage and support your target audience to perform the desired
behavior and when?

7.3.2 Where and when will the target audience acquire any related tangible goods?

Appendix A Social Marketing Planning Worksheets 513

7.3.3 Where and when will the target audience acquire any associated services?

7.3.4 Are there any groups or individuals in the distribution channel that you will target
to support efforts ( e.g., nursery owners and their stafl)?

7 .4 Promotion: Decide on Messages, Messengers, Creative Strategies, and
Communication Channels

7.4.1 Messages: What key messages do you want Y

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7.4.2 Messengers: Who will deliver the messages and/or be the perceived sponsor?

7.4.3 Creative Strategies: Summarize, describe, or highlight elements such as logos,
taglines, copy, visuals, colors, script, actors, scenes, and sounds in broadcast
media.

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7.4.4 Communication Channels: Where will your messages appear?

,,