Social Marketing Assessment and Response Tool
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Transcript Social Marketing Assessment and Response Tool
SMART:
Social Marketing Assessment and
Response Tool
HLED 407
MARYAM JAFARI &
MEGHAN JACOBSON
What is it?
Social marketing planning framework developed by
Brad Neiger and Rosemary Thackeray in 1998
Used in various social marketing interventions
Central focus of SMART
Composed of seven phases
(1)
Phase 1: Preliminary Planning
Identify the problem
Develop goals
Make an outline
Project costs
Phase 2: Consumer Analysis
Separate and identify the target population
Identify formative research methods
Identify consumer wants and needs
Develop preliminary ideas
Phase 3: Market Analysis
Establish the market mix
Assess the market
(2)
Phase 4: Channel Analysis
Identify appropriate communication tactics
Assess options for program distribution
Identify communication roles
Phase 5: Develop Interventions, Materials and
Pretest
Develop program interventions
Interpret the marketing mix
Pretest and refine the program
Phase 6: Implementation
Communicate with partners
Activate communication and distribution strategies
Document and compare procedures
Refine the program
Phase 7: Evaluation
Assess the impacts of the program on the priority
population
Ensure that program delivery is consistent
Analyze changes in the priority population
Applications of SMART model:
Proven effective in influencing the voluntary
behavior of target audience to improve their personal
and societal welfare
Diabetes Interventions
Global response to HIV/AIDS
Obesity prevention
Resources
Thackeray, R., & Neiger, B. L. (2003). Use of social
marketing to develop culturally innovative diabetes
interventions. Diabetes Spectrum, 16(1), 15-20
McCormack Brown, K., Alfonso, M.L., and Bryant, C.A.
(2004). Obesity Prevention Coordinators’ Social
Marketing Guidebook. Tampa, FL: Florida Prevention
Research Center at the University of South Florida.
(4Ps)http://www.marketingplan.net/wpcontent/uploads/2010/11/four_principles_of_the_mark
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Nieger& Thacher
picture:http://lifesciences.byu.edu/~bln4
Questions?