According to Kendra S. Albright who wrote Environment Scanning: Radar for Success, environmental scanning or analysis is very vital in every organization or perhaps even in social marketing because it allows recognition of possible problems, issues, and external factors such as “social, economic, and technical issues” that may regularly appear on a project.
For an environmental scanning to be accurate, the environment that is important in any social marketing project should have these characteristics:
- Dynamism- A characteristic of the environment which is rapid and constantly changing. It is flexible in nature, thus it can adapt to any varying conditions of the environment.
- Complexity –demographic, economic, physical, and political factors contribute in this kind of environment which may arouse complications.
- Uncertainty- due to environment being dynamic and complex, may cause future to be unpredictable or unclear especially if there’s not much information or explanation is given.
- Munificence- this is where support and resources is given to an organization due to consistency of goals organization and members of the environment.
Methods of Environmental Scanning:
- Opinion Leaders Survey – they may affect our views and beliefs because they can deeply influence in our society especially if they know the issues really well.
- Media Content Analysis – these are particular topics that are gaining popularity in news and in media, thus, also influencing people’s thoughts on these issues.
- Public Opinion Surveys – polls answered by the public may also play a vital part in our social marketing plan.
- Analysis of Legislative Trends – from what I have understood, these are polls answered by politicians in their take on social issues.
- KAP/RRA – the use of quantitative research technique by stakeholders to figure out their knowledge, attitude, and practice on social issues.
Characteristics of Environment
- Demographic Forces – this is where we focus on the subjects’ age, gender, education,religion, and socio-economic status.
Examples would be birth and death rate, marital status in terms of statistics in marriage, statistics on how many students have enrolled this year. It mainly deals with statistics so that these numbers may be relevant in formulating a social marketing plan.
- Economic Forces – this particularly studies on how people are willing to spend on a product. Or rather a product related to a social marketing project.
For example, the use of contraceptives for women and condoms for men, how much are they willing to spend on these products?
- Physical Forces – are anything to do with nature such as climatic conditions, daily temperature, stress-level, availability of local resources.
From what I have understood, it would be well, a run for a cause, it should be strategically set up in a place wherein all advocates of that cause may have the chance to participate.
- Political Factors – government policies from different governing departments, laws that need to be considered in any campaign that will be formulated.
For the campaign in the 90’s, Yosi Kadiri, and Mamamayan Ayaw sa Drogam thorough research was done before a national campaign was to be implemented which have been successful during that time.
- Technological Forces – these are innovations in technology that will greatly affect how information about your campaign will be reached, read, and followed by readers and audience.
Now, with the advent of internet as a medium for communication, this can be a tool in informing users about a social marketing project. Issues related to the social marketing project can be known in just one click of a finger through numerous social media sites, like Facebook, Twitter, and blogs.
Mapping the Internal and External Environments:
- For any social marketing plan or any project, we begin by telling or informing the audience the details of the plan. This may contain the introduction about the problem and would include statistics, scientific research data, causes and effect of the problem or issue that we would like to tackle on. This will serve as a means for your readers or audience to understand why we are doing this social marketing plan or project.
- State the purpose of your social marketing plan. If it is to raise awareness and change the behavior of the readers, audience, then we can write that in our purpose.
- From the numerous purposes that have been formulated, check which one will suit best serve for your purpose. From Analyzing the Social Marketing Environment, it listed the focus we can choose from to help decide on the final purpose:
- Behavior Change Potential
- Market supply
- Organizational Match
- Funding Sources and Appeal
Base from what I understood, this will be my example for Identifying Potential Focus for Campaign
||Options for Campaign Purpose
|Breastfeeding (Non-Profit Organization)
||To increase awareness among pregnant women about the perks of breastfeeding and its benefits to the babies.
||Breastfeeding classes, seminars.
||Glam photo shoot/ pictorial for breastfeeding women to boost self esteem
||Breast pumping seminars for breastmilk storage
||Oplan Breastfeeding campaign held in MOA
- Make a SWOT analysis – identify the strengths, weaknesses, opportunities, and threats of your environment and at the same time.
- Check on the Strengths of those organizations in your microenvironment such as partners, and your services, that will be delivered or given to your audience.
- For the weakness, one must consider the available resources, if this will be enough to cover the whole expenses for the campaign.
- Opportunities may cover the macro environment by means of knowing those people or policies that will help your campaign to move forward.
- Lastly, threats may be applied to physical forces that may be uncontrollable or unexpected, so we have to be prepared for that as well.
Kotler, P. 2007. Mapping the Internal and External Environments. Available at http://www.sagepub.com/sites/default/files/upm-binaries/19262_Chapter_5___Mapping_the_Internal_and_External_Environments.pdf.
Velasco, et al. 1999. DEVC208 Module. Module 6. Environmental Scanning/ Analysis. Pp109-119
Albright, Kendra. 2004. Environment Scanning: Radar for Success. Available at
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