• phase 1 : scoping 
• phase 2 : selecting 
• phase 3: understanding 
• phase 4: designing 
• phase 5: managing
• understanding the target audience 
• perciver barrirs 
• desired benefits 
• pitential motivators 
• competition 
• influential others 
• desired benefits and potential motivators are correlated 
• percived barriers 
• reasons why target audience does not want to do or thinks they cannot do the behavior 
• internal barriers 
• lack of knowledge or skill 
• external barriers 
• lack of structureal changes 
• real barriers time constraints 
• percieved barriers percieved constraints 
• desired benefits 
• what your target audience believes in it for them 
• what your target audience needs, wants and values 
• benefits in the eyes of the customer- not the social marketer 
• potential motivators 
• target audience ideas about what would make them adopt the behavior 
• what could someone say to you 
• what could someone show you 
• is there anything someone could give you 
• is there anything someone could do for you 
• competition 
• competing individuals and organizations or ingrained behaviors that the target audience prefers to continue 
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