Strategic Marketing for Non-Profit Organization

You will complete a formal social marketing plan for a nonprofit agency or organization of your choice (real or fictional) – It would be really great if you can make it about Women Non-Profit, but if not, thats okay too

The purpose of this project is to give you an opportunity to “do” the social marketing process and to think like a marketer. You will choose the issue that your organization plans to address. This will not be a plan that you implement, though some of you may be able to use your plans in your work settings. I am open to the issues you select, with these parameters:

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• It is an actual problem that affects the quality of life for a population;
• It requires a change in behaviors (as opposed to solely a change in knowledge or awareness, since this is social marketing);
• It needs more than communication strategies to address the issue.

Your task is to create a plan that showcases your understanding of each step. In terms of format, your plan should be 8-12 pages, double spaced, and use APA Style. If you use the Social Marketing Planning Worksheets in Appendix A of your textbook, feel free to keep or delete headers from the sheets as needed to let your paper flow, while guiding the reader through the sections. The Sample Social Marketing Plans in Appendix B provide a good template, as well.

Here’s what I’m looking for:
• A concise problem description that clearly explains the factors that contribute to your problem and where/how your behavior fits into this model;
• Your secondary research must inform most of the major programmatic decisions that you make (be sure to cite research);
• Clear, simple descriptions of your primary target audience and any secondary target audiences; • Clear, simple objectives (in all three categories);
• A mix of interventions – 4 P’s – that reduces the behavioral barriers that you have identified and the provides the relevant benefits necessary to support the desired behavior;
• A logical consistency that links the steps of your plan together.

– SOCIAL MARKETING: CHANGING BEHAVIORS FOR GOOD, from 5th and to latest edition by Nancy R. Lee and Philip Kotler

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