COMM 3301 Study Guide - Final Guide: Swot Analysis, Social Marketing

• School: Carleton University
• Department: Communication Studies
• Course: COMM 3301
• Professor: Joseph Boughner

Document Summary

Social marketing is the use of marketing tactics and strategies to change individual behaviours for a social benefit. But it often works in conjunction with those things. Start at the level of the problem that you want to solve. Identify the behaviours that cause the problem or behaviours that can help mitigate it. Break it down into a series of objectives that will contribute to changing the behaviours or otherwise solving the problem. Set one or more smart marketing goals. Conduct an environmental scan so you know who else works in the area and what they"ve done. Do a thorough analysis of your own organization (swot); be ruthless and be honest. Show me, help me, make me model. Create personas for the segments you need to influence. Create journey maps for each of your personas. Think through the rational and emotional approaches to changing behaviours. Look closely at changes you can make in the environment around your audiences too.