ABSTRACT
Chapter 2 presents a recommended 10-step strategic planning framework and process, one intended to support program managers in developing a plan that will deliver the highest return on investment of campaign resources. Components for each step are described in detail and then illustrated using a case example, EPA’s WaterSense program. The chapter also highlights 15 fundamental principles for successful social marketing efforts, with success measured in terms of (1) contribution to significant levels of behavior change and (2) benefits for society and individuals that outweigh costs.
