24762 Chap.12 Planning and Designing Social Marketing Programs
Planning and Designing Social Marketing Programs
Plan before you build
The Week 11 lecture’s key point is good scoping and planning.
The Total Process Planning model runs scope, develop, implement, evaluate and follow up, and forbids skipping stages.
STELa
French’s STELa model has four stages, scope, test, enact and learn and act, and twelve tasks, with objectives set as cognitive, affective and behavioural and written SMART.
Ideas and filters
Intervention ideas come from reviews, guidance, other places and the audience itself, and are filtered by insight, evidence, ethics and cost-effectiveness; NICE adds four design principles.
Budgeting
French describes a three-step budget, a scoping budget producing a report, a development budget for field testing and a full business plan for sustained funding, which together build a costed evidence base.
What this chapter covers
- 01
The total process planning model
- 02
Why scoping cannot be skipped
- 03
STELa’s four stages
- 04
SMART objectives
- 05
Sources of intervention ideas
- 06
NICE design principles
- 07
Budgeting in three steps
Worked example · free
Scope a programme on young people’s sun safety
- 1Engage stakeholders: schools, surf clubs, parents and teenagers themselves.
- 1Review the evidence on what has worked in sun protection programmes.
- 1Build insight through formative research into why teenagers skip sunscreen.
- 1Set behavioural goals and an initial proposition to test in development.
Key terms
- Scoping
- The first planning stage, which builds understanding of the people, evidence, resources and goals before any solution is designed.
- SMART Objective
- An objective that is specific, measurable, achievable, relevant and time bound.
- Pretesting
- Testing draft materials and offers with the audience before launch so they can be refined.
Planning and Designing Social Marketing Programs FAQ
What are the five stages of the total process planning model?
Scope, develop, implement, evaluate and follow up. The model is broadly linear, but activity within each stage is fluid; what it forbids is merging or skipping stages, such as developing a campaign before scoping is finished.
What are the four stages of STELa?
Scope, test, enact, and learn and act, covering twelve tasks from setting the programme goal and analysing the situation to piloting, a full business plan, evaluation and building learning into the next programme.
What kinds of objectives does the planning guide use?
Cognitive objectives about knowing, affective objectives about beliefs and attitudes, and psychomotor objectives about behaviour, each written to be specific, measurable, achievable, relevant and time bound.
Where do intervention ideas come from?
The lecture lists meta reviews, national or international guidance, other countries or areas, case studies, related fields, analysis of existing programmes, suggestions from the target audience, and stakeholder or partner organisations.
What are the NICE design principles?
Plan carefully with local and national context in partnership with recipients; base the programme on community needs and existing skills and resources; give practitioners evidence-based competencies; and evaluate every intervention, with an economic component wherever possible.
Why does the follow-up stage exist?
So that evaluation findings are acted on rather than left on the shelf. Follow-up capitalises on gains, is clear about what remains to be done, records decisions for the next scoping round and informs decisions about resources.
Which planning models does the lecture name?
The National Social Marketing Centre’s Total Process Planning model, CDC CYNERGY, WHO COMBI and STELa. All move from analysis to development, implementation and evaluation, and each trades simplicity against comprehensiveness, so the choice depends on the programme.
Assessment move
Fill in the STELa scoping section for your Assessment 1 problem: rationale, situation analysis and target audience profile, then three SMART objectives, one of each kind. Keep it to one page; it becomes an artefact for the personal statement, which asks for evidence of planning and evaluating programmes.
Working through Planning and Designing Social Marketing Programs in 24762? Sia is AskSia’s AI Marketing tutor — ask any 24762 Planning and Designing Social Marketing Programs question and get a clear, step-by-step explanation grounded in how 24762 is taught and assessed. Read this chapter free, then take your hardest questions to Sia.