Introduction

With your research done, it’s time to make the big decisions that will shape the broad outlines of your program. These decisions can be tough to make and to justify to stakeholders because they involve narrowing your focus to particular audience segments and a limited number of activities.

The more firmly the decisions are grounded in the research from Phases 1 and 2, the better everyone is likely to feel about the decisions and the more effective your program will be. In Phase 3, you will:

• select your target audience segment(s)
• define the current and desired behavior for each segment – increasing levels of the desired behavior is your program goal
• identify the benefits of the desired behavior to “doers” in each segment
• clarify the exchange you will offer and encourage
• apply a marketing mix analysis to select the interventions you will develop for your program
• write subgoals for each intervention that will add up to your overall program goal