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Appendix A Social Marketing Planning Worksheels 509

STEP 5: IDENTIFY TARGET AUDIENCE BARRIERS, BENEFITS, AND
MOTIVATORS; THE COMPETITION; AND INFLUENTIAL OTHERS

Barriers

5.1 Make a list of barrifrs your audience may have to adopting the desired behavior.
These may be related to something, physical, psychological, economical, skills,
knowledge, aw�eness, or attitudes. (Try for a list of 5 to 10.)

Benefits

S .2 What are the key benefits your target audience wants in exchange for perfonning the
behavior ( e.g., a yard that’s easier to maintain and increased wildlife on their prop­
erty)? This answers the question “What’s in it for me?” (Try for a list of 2 to 3.)

Motivators

5.3 What does your target audience say will make it more likely that they would do the
behavior? Ask them if there is something you can give them, say to them, or show
them that would help them ( e.g., an easy way to know which nurseries sell native
plants and to identify plants at the nursery).

Competition

5.4 What are the major competing alternative behaviors (e.g., planting nonnative
plants)?

5 .5 What benefits do your audiences associate with these behaviors ( e.g., easier to find)?

5.6 What costs do your audiences associate with these behaviors (e.g., requires more
fertilizing)?

Influential Others

5 • 7 Relative to the desired behavior, who does your target audience listen to, watch, and/
or look up to?

5.8 What do you know about what these midstream audiences are currently saying and
doing regarding the desired behavior (e.g., staff at nurseries)?

Refer to Worksheet Con page 520 of this Appendix.

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