Social marketing benchmarks

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Campaign elements (social marketing benchmarks) to consider:
– Consumer orientation/insight (what do we know about the ‘consumers’ students?);
– Behaviour (what do you want them to do?);
– Competition: what are the barriers to the behaviour promoted?
– Exchange/value proposition ( e.g. what do students have to give up in order to engage with the behaviour promoted; what are the benefits of the behaviour promoted to the student?);
– Segmentation and targeting; (which segments to target?)
Campaign elements (social marketing benchmarks) to consider:
– Marketing methods and channels (what will be the campaign? What methods of promotion? What will be promoted? what will be the message?)
– Theory (what theory would be helpful to inform your campaign? Check online for theories used in initiatives which promote pro-environmental behaviour and sustainability)
– Evaluation (How are you going to evaluate that the campaign is effective?)

Campaign name and overview:

 

 

 

 

Consumer insight (what do we know about students?) 
Behaviour (what do you want them to do?) 
Competition: what are the barriers? 
Exchange/value proposition costs/benefits to the student?) 
Segmentation and targeting (which segments to target?) 
Marketing methods What methods of promotion? What’s the message?) 
Theory (what theory would be helpful to inform your campaign?) 
Evaluation (How are you going to evaluate that the campaign is effective?)