Research and more research. Since social marketing is more consumer driven, meaning there is already a niche for the product/service/behavior–you have to do A LOT of research. Based on whatever it is you are marketing, you need to find out what behaviors and norms drive that need. Focus groups, surveys and general networking may help you build your plan to go forward. I don't suggest working off of previous polls/data unless they are rooted in psychology versus consumer behavior polls which often at their base have an agenda.
What are some awesome Social Marketing Firms in San Francisco?
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