Social Marketing Assessment and Response Tool

Social Marketing Assessment and
Response Tool
HLED 407
What is it?
 Social marketing planning framework developed by
Brad Neiger and Rosemary Thackeray in 1998
 Used in various social marketing interventions
 Central focus of SMART
 Composed of seven phases
Phase 1: Preliminary Planning
 Identify the problem
 Develop goals
 Make an outline
 Project costs
Phase 2: Consumer Analysis
 Separate and identify the target population
 Identify formative research methods
 Identify consumer wants and needs
 Develop preliminary ideas
Phase 3: Market Analysis
 Establish the market mix
 Assess the market
Phase 4: Channel Analysis
 Identify appropriate communication tactics
 Assess options for program distribution
 Identify communication roles
Phase 5: Develop Interventions, Materials and
 Develop program interventions
 Interpret the marketing mix
 Pretest and refine the program
Phase 6: Implementation
 Communicate with partners
 Activate communication and distribution strategies
 Document and compare procedures
 Refine the program
Phase 7: Evaluation
 Assess the impacts of the program on the priority
 Ensure that program delivery is consistent
 Analyze changes in the priority population
Applications of SMART model:
 Proven effective in influencing the voluntary
behavior of target audience to improve their personal
and societal welfare
 Diabetes Interventions
 Global response to HIV/AIDS
 Obesity prevention
 Thackeray, R., & Neiger, B. L. (2003). Use of social
marketing to develop culturally innovative diabetes
interventions. Diabetes Spectrum, 16(1), 15-20
 McCormack Brown, K., Alfonso, M.L., and Bryant, C.A.
(2004). Obesity Prevention Coordinators’ Social
Marketing Guidebook. Tampa, FL: Florida Prevention
Research Center at the University of South Florida.
 (4Ps)
 Nieger& Thacher