508 SOCIAL MARKETING
STEP 4: SET BEHAVIOR OBJECTIVES AND TARGET GOALS
4.1 Behavior Objective: What, very specifically, do you want to influence your target audience to do result of this campaign or project (e.g., plant native plants)?
4.2 Knowledge Objective: Is there anything you need them to know in order to act ( e.g., how to identify native plants at the nursery)?
4:3 Belief Objective: Is there anything you need them to believe in order to act ( e.g., native plants can be beautiful and easier to maintain)?
4.4 What quantifiable, measurable goals are you targeting? Ideally, these are stated in tenns of behavior change ( e.g., increase in sales of native plants). Other potential target goals are campaign awareness, recall, and/or response and changes in knowl edge, belief, or behavior intent levels.
Refer to Worksheet B on page 519 in this Appendix.