At PSI, we have have been developing a set of guidelines to develop marketing plans. One of these we propose is: A social marketing plan is a translation document that distills...
1. Understanding of the epidemiology of the disease
2. The context in which the intervention is being planned
3. Organizational strengths and competencies
4. Partners' capabilities
5. Behavioral determinants
6. And audience insights
...into strategies and tactics that lead to positive impacts in health
behaviors among priority audiences.