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Social Marketing Plan, Steps 5  7 Team FEHM: Esther Spanjer
BORING!2
YEAH BABY!3
The challenge
Step 5 - Key factors that influence adoption of behavior Perception of issue
Barriers
Competition5
Marine Docks and their Effect on Wildlife6
Large % willing to make a change
Understanding Barriers8
Barriers for ProjectCost
Time & Effort
Facts/Information
How to make the change?10Step 6  Positioning StatementHow do you want your target market to think and feel when they hear about the targeted behavior?
Positioning StatementThe ProjectWe want recreational dock owners and State-Owned Aquatic Lands lessees to see making some or all of these 5 dock improvements as a top priority way for them to protect native fish and wildlife.  We want them to understand why and how native habitats are the most beneficial.  Permitting and construction will be easier and less time intensive than they might think. The recommended materials are superior and this is a good investment.BORING AND TOO LONG!11
Positioning StatementThe Project  improved CONCISE AND CLEARProtect the habitat of 22 species of native fish and wildlife. Influence and persuade our stakeholders to make the necessary improvements on overwater structures.12
Step 7  Marketing Mix StrategiesProduct Strategy
Price Strategy
Place Strategy
Promotion Strategy13

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