MKT3SEM Social Marketing Plan: Brisbane Covid-19 Immunisation

This report outlines a social marketing plan designed to promote a Covid-19 immunisation program in Brisbane, Australia. It begins with an introduction, providing an overview of the plan's objectives, which include increasing vaccination rates and creating awareness. The report identifies and analyzes social marketing problems, such as follower quality and design consistency, and conducts a situation and stakeholder analysis, focusing on the readiness of the community and key healthcare stakeholders. It then justifies the use of social marketing theory, specifically highlighting the role of Facebook, YouTube, and Twitter. The plan incorporates STP (segmentation, targeting, and positioning) strategies, focusing on age groups and healthcare workers, and details marketing mix strategies (product, price, place, and promotion). The report concludes with recommendations for implementing and evaluating the plan, including the use of online platforms and workplace vaccinations, and emphasizes the importance of social media marketing in public health. The report references several books and journals to support its findings.

Social Marketing

TABLE OF CONTENT
INTRODUCTION......................................................................................................................4
Overview................................................................................................................................4
Identification and analysis of social marketing problems......................................................4
Situation Analysis and stakeholder analysis 200....................................................................5
Justification of appropriate social marketing theory..............................................................5
Segmentation and targeting....................................................................................................6
Marketing mix strategies........................................................................................................7
Recommendations for implementing and evaluating social marketing approach..................7
CONCLUSION..........................................................................................................................8
REFRENCES.............................................................................................................................9
INTRODUCTION
Social marketing plays significant role within recent time periods globally for
bringing on wide range of productive engagement among people, which enables to strengthen
stronger marketing activities. Creation of social marketing plan for covid-19 immunisation

plays strong role for promoting larger segments of people, informative brand connectivity
and to further extend new standards of innovation in social marketing. Report will analyse
identification and analysis of social marketing problems, situational analysis and further
justification of best appropriate social marketing theory for practical engagement.
Overview
Social marketing plan to implement covid-19 immunisation program will be further
focused on producing best safety standards and awareness related to vaccination among
people at Brisbane, Australia. Covid-19 vaccination rollout across region is closely worked
with common health, state and local government level planning procedures. The social
media marketing tools will further create actively engagement among people for timely,
equitable and trustworthy vaccine rollout services. Brisbane with its best medical services at
nation, is known for bringing on varied large scale vaccination among people, due to relative
contagious spread of virus among people. The old aged people, medical and frontline workers
are the first target people who will be taken up for vaccination at Brisbane, where usage of
social media marketing will create rapid positive engagement among communities (Evans,
Bratton and McKee, 2021).
Identification and analysis of social marketing problems
For establishing success of social media marketing plan, analysis on social media
marketing problems is widely essential for further determining new aspects where further
scope is lacking and to implement new strategies practically.
 Identifying quality of followers: Analysis of quality followers within social media
marketing platform is also one of the identified social media marketing problem,
where quality analysis of followers becomes critical to keep check on. As per Mason,
Narcum and Maso, (2021) as social media and digital channels are widely spread,
there is further multi channel diversity among market share where to keep track of
followers becomes difficult.
 Professional design consistency: The usage of professional design consistency within
social marketing programs also holds critical aspects as one of the major marketing
problem. Uncertainty of changing preferences among people, larger scope rising
among increasing costs also becomes a factor which further brings on decline and
larger scale consistency factor at risk for people to communicate effectively.

Situation Analysis and stakeholder analysis 200
Situational analysis and stakeholder analysis both play strong role for synchronising
wider scale innovation among working plans, larger scale connective strengths for
implementing new approaches strategically within business run. Brisbane within its
immunisation program will be further heading towards community readiness, which is
essential for determining levels of demand, acceptance among communities and for public. It
is likely that Covid 19 vaccination will require proportions among people to further be
communicated the working procedures, specific working consistencies for effective wider
scale social media marketing plan. As per Li, Larimo and Leonidou., (2021). Major
stakeholders in healthcare system are patients, physicians, employers and medical
pharmaceutical firms where they will be further enhancing wider spread of vaccination
among people The analysis working towards situational factors and stakeholders
connectivity brings on larger scale focus, where Australia at present is further bringing on
diverse scale risen towards faster vaccination. Brisbane will be further investing to bring in
wider consistency related to faster vaccination program, for controlling spread of Covid -19
which is a global pandemic.
Justification of appropriate social marketing theory
Strategic social media marketing theory will be implemented for strengthening
engagement among people within new Covid -19 immunisation program, where there is wide
scale opportunity for faster connective targets. Facebook , YouTube and Twitter are some of
the top essential social marketing platforms which will be used for strengthened quality rise
among working digital benchmarks. It can be analysed that social media planned strategies
for strengthening new advanced working scenarios, will fasten up consistency among
immunisation programme and to create wider scale awareness among people . Furthermore,
people can keep check about time of their slot booking for vaccination which will enhance
faster process for immunisation (Beard, Hendry and Macartne, 2021).Also , it becomes
strategically focused for strengthening medical enhanced platforms for people to easily reach
out which further enhances scope for larger scale technical profound rise among
communities. Marketing will be done by further bringing on wider scale technical
strengthened benchmarks, create upheaval within promotional procedures of marketing for
strategic expansion goals effectively.

Segmentation and targeting
STP, named as segmenting, targeting and further positioning aspects plays strong role for
bringing on corporate expansion within marketing strategies which enables to enhance larger
scale connective scenarios. The vaccination program of Covid 19 immunisation, will further
be segmented, targeted and positioned for faster effective growth engagement rise among
people where strategic expansion will further significantly bring on rise.
 Segmenting: Age group from above 50 years and the healthcare workers, frontline
workers will be segment for the social marketing digital plan which will further
extend wider scale performance rise effectively within wider run. Also it will be
synchronising wider scale growth within programme efficiency rise, for gaining best
productive engagement among people for vaccination immunisation (Rhodes and et.al
2021).
 Targeting: The targeting procedures will be done by bringing on imperative rise
among stringent connective benchmarks, larger scale rise for people easy convenience
for getting vaccinations done. It can be also analysed that targeting will further
synchronise best scale consistency rise worked on strategically within social media
marketing plans. It can be analysed that targeting will create awareness, determinants
related to further technically bring on rise among larger people coming up for
immunisation. This will further help Brisbane to curb down the virus spread, and take
immediate actions for public health and safety.
 Positioning: The positioning factors hold wider focus for strengthening larger scale
imperative rise for connecting larger communities and audience within immunisation
plan and social media marketing plan. It can be analysed that for positioning new
expertise activities will be worked on among public healthcare factors rise, which
will enable people to further get their bookings done. People can also easily book
their vaccination procedures, and also specific details are further segmented which
will create wider scale connective rise.
Marketing mix strategies
The social media digital marketing strategies have strong role for bringing on larger
scale growth rise worked on, for strengthening wider productive communities evolvement
and for bringing on technical expertise rise by creating awareness.

 Prices: The vaccination immunisation program will be done free of cost at Brisbane
for connecting among larger people and also further enabling best working expertise
worked on, where price factor holds high significance. Place: The vaccination program of immunisation will be done at various community
places which will create easy access among people, and also get vaccination done
easily.
 Promotion: Social media marketing plan will spread promotion of immunisation of
Covid -19 , by expanding towards connecting best scale fundamental rise for
marketing through digital platforms actively (Borriello and et.al., 2021).
 Product: The product factor examines focus towards parameters, where vaccination
wll be done by analysing people medical history and further also body specific
preferences. It will also primitively bring on larger scale functional rise for spreading
awareness among people, also to yield specific focus for pertaining specific
engagement scenarios profoundly.
Recommendations for implementing and evaluating social marketing approach
The social marketing plan will be implemented and evaluated by bringing on varied
scale growth rise for effective consistent planning surging pace for higher specific
availability of vaccination done among people (What is Social Marketing Theory? Principles
of Social Marketing Theory, 2020). People will be able to easily book their slots by online
platforms, and also functionally it will further integrate best consistency plans towards
productive engagement rise among people. Social media marketing approach will create on
productive rise for enlarged efficiency paradigm s and to further fasten up leveraged working
pace within marketing plans. Social media marketing will also synchronise new scale
consistency rise among people strengthened working pace, higher preferences larger scale
viable growth and optimistic informative wider scale rise actively. This further specifically
bring on profound rise for strengthening new scale technical productivity in public
healthcare factors, where social media marketing practically plays most active role.
Furthermore, new strategies such as vaccination done at companies workplaces to employees
will fasten up speed and engagement among people within younger age. Also, furthermore
social media marketing should be further expanded by bringing on investments done towards
strengthening best usage of apps, for easy access of detailed information among people.
Brisbane will be able to further fasten up vaccination and immunisation program, by

extending wider scale consistent surging pace for strengthening best public healthcare policie
(Zachreson and et.al, 2021).
CONCLUSION
From the above analysed factors within report, it can be concluded that social media
marketing plan will be further conducted to evolve on best working paradigms and strengthen
up vaccination and immunisation programs among people. The study has concluded usage of
multi social media platforms for promoting usage of social media marketing for creating
engagement and awareness among people within digital platforms. Furthermore, report has
concluded that Brisbane is taking up first active step within reduction of virus spread, for
bringing on imperative rise among public healthcare standards.

REFRENCES
Books and Journals
Beard, F., Hendry, A. and Macartney, K., 2021. Influenza vaccination uptake in Australia in
2020: impact of the COVID-19 pandemic?. Communicable Diseases
Intelligence (2018), 45.
Borriello, A., and et.al., 2021. Preferences for a COVID-19 vaccine in
Australia. Vaccine. 39(3). pp.473-479.c
Evans, D., Bratton, S. and McKee, J., 2021. Social media marketing. AG Printing &
Publishing.
Li, F., Larimo, J. and Leonidou, L.C., 2021. Social media marketing strategy: definition,
conceptualization, taxonomy, validation, and future agenda. Journal of the
Academy of Marketing Science. 49(1). pp.51-70.
Mason, A. N., Narcum, J. and Mason, K., 2021. Social media marketing gains importance
after Covid-19. Cogent Business & Management. 8(1). p.1870797.
Rhodes, A., and et.al 2021. Intention to vaccinate against COVID-19 in Australia. The Lancet
Infectious Diseases. 21(5). p.e110.
Zachreson, C., and et.al, 2021. How will mass-vaccination change COVID-19 lockdown
requirements in Australia?. arXiv preprint arXiv:2103.07061.
Online
What is Social Marketing Theory? Principles of Social Marketing Theory. 2020. [Online].
Available Through :< https://izeyodiase.com/what-is-social-marketing-theory-
principles-of-social-marketing-theory/.