Social Marketing
Nutrition and Physical Activity


Make Strategy Decisions

Now, we will discuss the strategy decisions that you'll make in phase 3. We will go through the Strategy Development Worksheet found in the Obesity Prevention Coordinator's Social Marketing Guidebook. This worksheet roughly follows the four plan components, although since the health problem should be well understood by now, the focus will be on the audience, behavior, and strategies for change. This worksheet allows you to input major findings from the problem description and formative research phases. You can use those findings to make key decisions and create your overall strategy.

Big Picture AlertBig Picture Alert

We've laid out the components of a marketing strategy and some guiding principles in this section of the module. While it looks like these decisions are made sequentially, in reality, they are made at the same time and any changes you make in one area will affect other areas.