Project Stages:
Stage 1: Identifying a unique and well defined target segment for social marketing. Since you need a lot of demographic and psychographic data about your segment, select a target segment where there is already abundant secondary data. Document these sources and ensure that these sources are available to you. Once chosen, this cannot be changed. Select a social marketing cause relevant to your chosen target segment (see Appendix B in the textbook for ideas).
Stage 2: Determine how the unique characteristics of the target population segment will impact on social marketing strategy and tactics. For example, while a generic social marketing strategy may include communication with the target segment, communicating with Hispanic teens will require specific strategic choices in the types of media, specific media vehicles, special motivational issues and unique message features. Your choice of the overall social marketing strategy and its ingredients should be specifically appropriate for the selected target segment.
Stage 3: Develop a social marketing plan that follows the format specified in the social marketing planning worksheet given in appendix A. The marketing plan should be typed, using 12 point font, single-spaced, with one inch margins. Submit the paper with a detailed bibliography.
Stage 4: Make a PowerPoint presentation lasting between 15-20 minutes, followed by a question and answer session from potential funders (think Shark Tank). The presentation should include a fully developed Public Service Announcement. A hard copy of the presentation should be handed in to the professor at the beginning.
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