Defining and distinguishing social marketing -- 10 steps in the strategic marketing planning process -- Determining research needs and options -- Choosing a social issue, purpose and focus for your plan and conducting a situation analysis -- Segmenting, evaluating and selecting target audiences -- Setting behavior objectives and target goals -- Identifying barriers, benefits, motivators, the competition, and influential others -- Tapping behavior change theories, models, and frameworks -- Crafting a desired positioning -- Product: creating a product platform -- Price: determining monetary and nonmonetary incentives and disincentives -- Place: making access convenient and pleasant -- Promotion: deciding on messages, messengers, and creative -- Strategies -- Promotion: selecting communication channels -- Developing a plan for monitoring and evaluation -- Establishing budgets and finding funding -- Creating an implementation plan and sustaining behavior.