ABSTRACT
The International Social Marketing Association (iSMA) defines Social Marketing as “a discipline that seeks to develop and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good.” The iSMA defines Social Marketing as “a discipline that seeks to develop and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good.” Once the social issue the plan will address is identified, a purpose statement is developed, one that captures the intended positive impact the campaign will have on the social issue if the priority audience performs the desired behavior at intended levels. To narrow the scope of a campaign plan, a focus is selected from the vast number of potential options that could contribute to the plan’s purpose. The process for selecting a behavior objective for the campaign involves two steps, similar to ones for selecting a priority audience.
