Application Of The SMART Model In Two S
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Application of the SMART Model in
Two Successful Social Marketing Projects
Brad 1. Neiger and Rosemary Thackeray
ABSTRACT
Social marketing is best viewed as a systematic, consumer-based planning approach. The Social Marketing and
Response Tool (SMART), one such approach, was recently used in two successful social marketing projects. This article describes how the SMART model was used in these projects and presents a planning protocol for health educators interested in social marketing.
Social marketing is an approach to strategic planning that places consumers at the core of data collection, program development, and program delivery
(Department of Health and Human Services, 1999). The Social Marketing and
Response Tool (SMART), first introduced by Neiger and Thackeray (1998) and later described in detail in McKenzie and
Smeltzer (2001), is one model that illustrates how health educators can systematically apply social marketing to the planning process.
The purpose of this article is to describe how the SMART model was used in two successful social marketing projects
(Neiger et al., 2001; Thackeray, Neiger,
Leonard, Ware, & Stoddard, in press) and to present a planning protocol for health educators. The two projects were titled
Eat Smart, Move Smart, which was designed to increasefruit and vegetableconsumption and physical activity among adults in a work site setting; and Five a Day, designed to increase fruit and vegetable consumption among middle school students
(grades 7-9).
METHODS AND RESULTS
The SMART model (seeFigure 1) begins with preliminary planning. Though decisions made in social marketing projects are consumer-based, it is not uncommon to first identify an initial purpose
of interest (a health problem or one of its determinants) that establishes general direction. Goalswereestablishedto increase fruit and vegetable consumption as well as
physical
Downloaded by [BYU Brigham Young University] at 09:45 22 February 2013
Application of the SMART Model in
Two Successful Social Marketing Projects
Brad 1. Neiger and Rosemary Thackeray
ABSTRACT
Social marketing is best viewed as a systematic, consumer-based planning approach. The Social Marketing and
Response Tool (SMART), one such approach, was recently used in two successful social marketing projects. This article describes how the SMART model was used in these projects and presents a planning protocol for health educators interested in social marketing.
Social marketing is an approach to strategic planning that places consumers at the core of data collection, program development, and program delivery
(Department of Health and Human Services, 1999). The Social Marketing and
Response Tool (SMART), first introduced by Neiger and Thackeray (1998) and later described in detail in McKenzie and
Smeltzer (2001), is one model that illustrates how health educators can systematically apply social marketing to the planning process.
The purpose of this article is to describe how the SMART model was used in two successful social marketing projects
(Neiger et al., 2001; Thackeray, Neiger,
Leonard, Ware, & Stoddard, in press) and to present a planning protocol for health educators. The two projects were titled
Eat Smart, Move Smart, which was designed to increasefruit and vegetableconsumption and physical activity among adults in a work site setting; and Five a Day, designed to increase fruit and vegetable consumption among middle school students
(grades 7-9).
METHODS AND RESULTS
The SMART model (seeFigure 1) begins with preliminary planning. Though decisions made in social marketing projects are consumer-based, it is not uncommon to first identify an initial purpose
of interest (a health problem or one of its determinants) that establishes general direction. Goalswereestablishedto increase fruit and vegetable consumption as well as
physical