Step 4: set objectives and goals Social marketing plans always include a behavior objective-something we want to influence the target market to do. It may be something we want our target audience to accept (e.g., start composting food waste), reject (e.g., use of plastic carry bags), modify (e.g., low calorie, high fiber diet for diabetics), or abandon (e.g., using fertilizers with harmful herbicides). These behaviors either need more and new factual information, or motivation to adopt or enhancement of abilities to be perfect. Knowledge, skill and attitude objectives are to be set carefully examining the behaviours with quantifiable measures.
Example: To create awareness in the first week campaign among all the residents of the colony regarding the advantage of water harvesting structure for water conservation.
To promote the water harvesting structure construction by online registration from the second week of campaign.
To construct ten water harvesting structures every week form the third week of campaign.
Step 5: identify the competition and target market barriers and motivators How many, or what percentage, of target audience hoping to persuade is clear before this step is started. Before rushing to develop a positioning and marketing mix for this audience, the time, effort, and resources are to spared to understand what the target market is currently doing or prefers to do (the competition) and what real and/or perceived barriers they have to this desired behavior and what would motivate them to "buy" it. In other words,
what do they think of your idea?
What are some of the reasons they are not currently doing this or don't want to?
What do they come up with when asked what would it take for them to do it?
Do they think any of your potential strategies would work for them?
Their answers to the above questions provide information which required at this stage
Step 6: craft a desired positioning Positioning is keeping the product in the mind of the prospect. A positioning statement describes how one wants their target audience to see the behavior they want them to buy-relative to competing behaviors. Branding is one strategy to help secure this desired position. Both the positioning statement and brand identity inspire the target audience and their list of competitors, barriers, and motivators to action. It will also guide the development of a strategic marketing mix. Example : Safe drinking water-
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