Step 8: outline a plan for monitoring and evaluation Planning out lines that measures the success of the programme is another important step in planning social marketing programme. It is derived after first clarifying the purpose and audience for the evaluation and referring back to goals that were established for the campaign-the desired levels of changes in behavior, knowledge, and beliefs established in Step 4. Measures typically fall into one of three categories: output measures (campaign activities), outcome measures (target market responses and changes in knowledge, beliefs, and behavior), and impact measures (contributions to the plan purpose such as improved water quality).
Step 9: Establish budgets and find funding sources On the basis of draft product benefits and features, price incentives, distribution channels, proposed promotions, and the evaluation plan, funding requirements will be summarized and compared with available and potential funding sources. The final budget is presented in this step, delineating secured funding sources and reflecting any contributions from partners.
Step 10: complete an implementation plan All the above nine steps are written in the form of document that specifies who will do what, when, and for how much. It transforms the marketing strategies into specific actions. It is the real marketing plan, as it provides a clear picture of marketing activities (outputs), responsibilities, time frames, and budgets.
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