Develop communication and other marketing strategies to support social marketing programmes

This standard is about developing the communication and other marketing strategies through relevant activities to support social marketing programmes. This is a cyclical activity, with many iterative loops, so the performance criteria are not necessarily in chronological order. For example, it may be necessary to review all intervention elements with target groups, partners and key stakeholders in the light of monitoring their effectiveness.

This standard is for professionals in managerial roles who are responsible for managing the activities in relation to developing communication and other relevant marketing strategies to support social marketing programmes.

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1. create an integrated social marketing mix strategy with consideration of all appropriate evidence-based tools and theories to influence a desired behaviour
2. develop the communication and all other strategies in accordance with objectives of the social marketing programme
3. ensure the relevant communication and other activities are carried out in accordance with the programme's values and objectives
4. implement the communication and other relevant strategies, agreeing the respective roles and responsibilities of target groups, partners and key stakeholders
5. engage with the target groups, partners and key stakeholders through communication and other relevant activities defined by the social marketing programme
6. develop the variety of communication and other relevant methods, that will facilitate engagement with different target groups, partners and key stakeholders
7. identify the key messages for different target groups, partners and key stakeholders
8. ensure the relevant staff carry out their responsibilities in accordance with communication elements and other relevant implementation tactics
9. coordinate the communication and other relevant activities as part of the social marketing strategy
10. monitor and evaluate the communication and other relevant strategies on a regular basis
11. manage the direct and indirect communication and other relevant interventions through informal conversations, consultation activities and specially organised events
12. take action if agreed communication and other relevant marketing elements are not being adhered to or the objectives are not met
13. identify and respond to the emerging opportunities
14. report on the results of the communications and other relevant activities and lessons learned to the target groups, partners and key stakeholders
15. critically reflect and test the effectiveness, acceptability, and ethics of potential social marketing strategies with target groups, partners and key stakeholders, and adapt as necessary
16. ensure compliance with the legal, organisational, code of practice requirements and policies relevant to your role, your organisation and the activities being carried out

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1. the integrated social marketing mix strategy with consideration of all appropriate evidence-based tools and theories to influence a desired behaviour
2. the relevant communication and other relevant activities and associated objectives in relation to the social marketing strategies
3. the relevant stakeholders, target groups, their diverse interests, needs, abilities and preferences
4. the relevant principles, methods, tools and techniques for engaging with key stakeholders and target groups, including vulnerable and hard-to-reach groups
5. the current and emerging trends and developments in the sector internationally, nationally and locally
6. how to develop the communications and other relevant strategies to inform the social marketing programme
7. the variety of communication and other methods, style and language that can be used with different target groups, partners and stakeholders
8. the relevant social media channels advertising and communication with target groups, partners and key stakeholders
9. the roles and responsibilities' allocation in relation to communication and other relevant strategies
10. the relevant monitoring and evaluation techniques for communication elements and other relevant
11. the direct and indirect communication through informal conversations, consultation activities and specially organised events
12. what actions to take if the programme objectives are not met or communication elements and other relevant are not adhered to
13. the relevant reporting procedures for results of communication activities and other relevant and lessons learned
14. how to identify and collate the emerging opportunities
15. how to critically reflect and test the effectiveness, acceptability, and ethics of potential social marketing strategies with target groups, partners and key stakeholders
16. the legal, organisational, code of practice requirements and policies relevant to your role, your organisation and the activities being carried out

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Social marketing programme

As used in the standards, "social marketing programme" encompasses longer-term (3 years) programmes, medium-term (1-3 years) campaigns and short-term (<1 year) targeted initiatives.

It is recognised that social marketing programmes usually involve a number of "partner" organisations working together in close collaboration.

Stakeholders

These include all those involved in, or affected by, the social marketing strategy and the issues it is seeking to address.

Language

This has two meanings here: formal language (such as English, Welsh, Urdu, etc) and informal language (i.e. appropriate vocabulary, syntax and figures of speech for use with a particular target group).

Methods of communication

These include: spoken word, printed word, audio, visual images, social media platforms and channels, sign language, Braille etc.

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Academic Competencies in Social Marketing developed and approved by International Social Marketing Association (iSMA), European Social Marketing Association (ESMA), Australian Association of Social Marketing (AASM). https://socialmarketing.blogs.com/rcraiiglefebvres_social/2014/09/academic-competencies-for-social-marketing.html

Social Marketing Statement of Ethics: https://www.instructus-skills.org/documents/SM%20statement%20of%20ethics%20FINAL%2006032020.pdf

Global Consensus of Social Marketing Principles, Concepts and Techniques by ESMA, AAS, SMANA, iSMA: https://europeansocialmarketing.org/wp-content/uploads/2017/08/ESMA-endorsed-Consensus-Principles-and-concepts-paper.pdf

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1

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2025

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Current

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Original

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Instructus

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CFASMC2.1V3.0

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Education and Training, Government and Related Organisations, Health and Social Care, Public Service and other Associate Professionals, Sociology and Social Policy, Teaching Professionals, Social Policy Organisations

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3554

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social marketing; social marketing programmes; social marketing communications; corporate social responsibility

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