I have been thinking about the features of what constitutes a quality social marketing plan. It seems to me that the following elements need to be clear in any project plan: Social Marketing Quality Assurance Planning Checklist
1.Clear aims and measurable behavioural objectives should be set out in the programme plan together with the target audience(s) and segments that will be the focus of the intervention should be explicit.
2.Programmes should set out how funding and other resources will be applied and over what time period. A clear expected return on investment case should be set out to justify the level of planned investment.
3.The programme should be endorsed by policy makers, commissioners and managers, deliverers of the programme. The programme plan should set out the political, policy, managerial and institutional commitment to the programme.
4.The programme team should capture what evidence about effective practice from reviews and case studies, observational data and target audience psychographic data is being used to formulae insight and interventions.
5.The programme plan should set out a clear rationale for the programme and why particular interventions have been selected. The programme plan should also indicates the theoretical perspectives and models that have been used to inform planning that is congruent with the form, focus and context of the intervention.
6.The programme plan should demonstrate that target group(s), stakeholders and partners have been involved in needs assessment, target setting, delivery and evaluation.
7.The programme plan should set out how prototype interventions or pilots will be tested and used to develop full-scale programmes.
8.The plan should sets out how the programme will be funded to the level required to achieve impact and how it will be sustained over the recommended time scale for delivery. Plans should also set out key milestones, in developing and delivering the programme. These milestones should cover process, impact and outcome milestones.
9.Programme plans should set out how coalitions, stakeholders, partners and interest groups will be engaged over the lifetime of the intervention. The plan should also sets out the mechanism for coordinated action between international, national regional and local delivery, and how decision making, governance and coordination of the programme will operate.
10.Key barriers and enabling factors and other risks should be identified in the programme plan together with what actions will be taken to address these factors.
11.Evaluation, performance management, learning and feedback mechanisms are clear in the programme plan. Evaluation should encompass short-term impact measures for tracking purposes, process measures of efficiency and outcome evaluation related to the specific objectives of the programme.
12.All programme plans should be recorded and published.
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About Me
- Jeff French
- Jeff is a recognised global leader in the behaviour intervention and social marketing approaches. With over 30 years experience, Jeff has a broad practical and theoretical understanding of national and international health and social development issues. Jeff has been a member of the editorial board two international Journals and has had over forty chapters, articles and books published in the fields of community development, health education, health promotion communications and social marketing. He is a professor at Brunel University, Brighton University and a Fellow at Kings College University of London and teaches a many other UK Universities including Southbank, Northumbria, City University. Jeff has extensive networks across the fields of behaviour change, health promotion, public sector communications and social marketing. He also has extensive networks across the Government and the public sector in the UK and internationally. He founded and established the National Social Marketing Centre in England from 2006 through to 2009.