Integrated marketing strategy

Social marketing in several other “P”
Publics – social marketing there are many different audiences require different projects to ensure success, the public (Publics), including projects in the external and internal groups. External public, including the target audience, the second audience, policy makers and gatekeepers, and the number of those within the public and project approval and implementation of the relevant groups.

Partnership – the general social and health problems are complex, individual agencies can not solve their own, but the need for other organizations and communities to be truly effective. Social marketing organizations and those who need to understand you have similar goals, not necessarily the same goal, then cooperate with each other to determine the method.

Policy – social marketing project to motivate individual behavior change is effective, but the maintenance of such a change is difficult, unless they support the environment in which such a change long-term. In most cases, need to change strategy, and media projects for the social marketing is an effective supplement.

Purse Strings – Most of the development of social marketing projects through foundations, government subsidies or donor funds to operate social marketing for an increase of another dimension: strategy development, that is, the activities of the funds from there to start the project?

An example of Integrated marketing strategy
Detection of breast cancer of older women a social marketing campaign should be combined portfolio includes some of the points below:

* Products: Products may be one of the following three acts: the annual breast X-rays done every year to find doctors to do breast examination and monthly breast self-examination.

* Cost: the cost of these acts, including X-ray and inspection costs money, it is possible distress and embarrassment, time, or even the possibility of actually finding the tumor.

* Location: in accordance with the needs of the target audience, the health and education services can be driven in a van, in local hospitals, clinics and work in carrying out the scene.

* Promotion: Promotion of awareness through public service, bulletin boards, large-scale promotional mail, media events, community outreach to implement.

* Public: the need for publicity of the public, including the target audience (the assumption that the age of 40-60 year-old low-income women), can influence the target audience of people, such as their husbands or doctors, policy makers, local radio stations in charge of public services, as well as Board of Directors and office staff.

* Co-operation: Co-operation and can be local or national women’s groups, associations, sponsors, health care organizations, service clubs or broadcast media to establish friendly relations between the pipes.

* Strategy: To detect the movement should be focused on the strategy: lower prices in order to increase the breast X-ray applications, requiring an insurer or public health care subsidies to pay the cost of X-rays, or to increase federal funding for research of breast cancer.

* Resources: financial resources, that is, sources of funding could be: government subsidies, such as the National Cancer Institute or the local medical sector, foundations or grants such as the American Cancer Society organization.

When development projects, social marketing strategy should take into account every combination of points, because they are the core of the implementation of marketing. Marketing research is used to explain and shape the final product, price, distribution, promotion and related decision-making