Social Marketing Canvas

Student ID:

Instructions for the Social Marketing Canvas:

1) Download the Social Marketing Canvas.
2) Answer the questions in each building block in the Social Marketing Canvas. You can focus on changing behaviour of individual consumers or
business/industry buyers.
3) To write answers in the building blocks of the Social Marketing Canvas, you can use any software you like. You can either (i) write answers on digital
post it notes and stick them on each building block of the Social Marketing Canvas and submit the file; or (ii) you can directly type the answers in each
building block of the Social Marketing Canvas in a Word document and submit the Social Marketing Canvas (in the Word document).
4) Instead of writing long paragraphs, for this assignment, I want you to focus on and outline main points using bullet points in the Social Marketing
Canvas. However, your short answers (sentences or phrases) in each building block should still be clear and concise.
5) In addition to writing answers in the Social Marketing Canvas, you need to record a presentation and elaborate on your answers more in detail in your
recorded presentation.

Social Marketing Canvas designed by Dr. Marjan Aslan

Social Marketing Canvas

Student ID:

Persona/target audience Promised value to the target audience

What are characteristics of the target audience (including their abilities, pains or constraints, What value will the target audience gain themselves if they follow the advice given in the
personality, utilitarian, hedonic or social needs, motives, preference, …)? advertainment?

Content of the message Visuals and words Source

What type of appeals (e.g., social appeals, emotional appeals,
rational appeals, nostalgia appeals, sex appeals, etc.) have been
used in the message?
What facts and information does the ad. provide? How detailed is
the information?
Insert the visuals here (It can be a print or screenshots from a video) Who endorses the message (e.g., a celebrity, an expert, ….)?
Describe reasons why the source (e.g., a celebrity, an expert, …)
has been chosen to communicate the message to the target
audience.

Value co-creation possibilities

What value can a person create for others (e.g., other consumers, for the society, or for the planet, …) if he/she follows the advice given in the advertisement? Has this message been communicated in the
advertisement? If yes, please explain what visuals and texts communicate this message? If no, what appeals/visuals/words do you think can be added to communicate this message?

Social Marketing Canvas designed by Dr. Marjan Aslan

Social Marketing Canvas

Student ID:

Social Marketing Canvas designed by Dr. Marjan Aslan