This is where the interventions selected as a result of scoping are taken forward. By this point you should have a good understanding of your target audience, analysed their behaviours and set goals, engaged with key stakeholders and produced a scoping report.
You are now in a position to develop a specific programme, campaign or intervention.
Crucial to this is undertaking pre-testing of ideas with the audiences, checking that the evidence and assumptions are relevant and actionable, and adjusting plans accordingly. It involves planning your marketing mix, maintaining stakeholder engagement and, where appropriate, building a working relationship with external partners.
The output should be a social marketing plan with SMART objectives to be executed in the implementation stage.