In this phase, you must manage the expectations of a variety of stakeholders.
Many stakeholders may not be familiar with social marketing and how it works. You’ll
want to involve them, but sometimes you may need
to reign in people who want to jump ahead.
It can be very tempting when planning a social marketing program to begin
thinking about what types of communication materials to develop or about a great
slogan or logo. But, those details should wait until phase 4. Develop
a clear outline for your program BEFORE you begin working on those details. This
ensures that you take advantage of the information you’ve collected in phases 1
and 2 to create a unified and strategic program with reinforcing components.