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SMART : Social Marketing Assessment and Response Tool

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  1. SMART:Social Marketing Assessment and Response Tool HLED 407 MaryamJafari & Meghan Jacobson

  2. 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)

  3. Phase 1: Preliminary Planning Identify the problem Develop goals Make an outline Project costs

  4. Phase 2: Consumer Analysis Separate and identify the target population Identify formative research methods Identify consumer wants and needs Develop preliminary ideas

  5. Phase 3: Market Analysis • Establish the market mix • Assess the market (2)

  6. Phase 4: Channel Analysis Identify appropriate communication tactics Assess options for program distribution Identify communication roles

  7. Phase 5: Develop Interventions, Materials and Pretest Develop program interventions Interpret the marketing mix Pretest and refine the program

  8. Phase 6: Implementation Communicate with partners Activate communication and distribution strategies Document and compare procedures Refine the program

  9. 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

  10. 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

  11. 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/wp-content/uploads/2010/11/four_principles_of_the_mark.gif Nieger& Thacher picture:http://lifesciences.byu.edu/~bln4

  12. Questions?