Social Marketing
Nutrition and Physical Activity



photo of people at a meetingPhase 3 of the social marketing planning process is strategy development. The marketing strategy includes anything that explains how you will influence the target audience to change their behavior. Concretely, you should think about how your program will address each of the 4 P's in the marketing mix. Also consider concepts from theories or models, evidence-based strategies, and any other pertinent information that may affect adoption of the desired behavior.

During this phase you will learn how to take all of the information you've collected, analyzed, and summarized in the first two phases and use it to make strategy decisions, such as

  • A final target audience segment.
  • Secondary audiences.
  • Specific behavior change and behavioral objectives.
  • Strategies based on the 4 P's.