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Alan Minton
VP, Business Development
703.941.7766 x103
alan@trackg.com
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Capability Statement
BPA now available EPA wide
Marketing Public Programs training, videos, searchable database of campaigns
Video of futurist shares insight that could impact your marketing plans
 
   
 
Target  |  Reach  |  Action  |  Close  |  Keep 
 
While an outreach effort is used to communicate with your target market and provide basic information, a Social Marketing campaign that employs an Integrated Marketing approach is strategic in nature and used to accomplish mission critical goals.

The TRACK framework provides the foundation for all social marketing campaigns and the items detailed in this document illustrate the specific questions that are addressed under each stage.

The Track Group offers the service of developing a comprehensive strategy plan based on this foundation. Please note that there are two versions of TRACK. The version most suitable for Marketing Public Programs is described in the TRACK Worksheets below (see PDF).

As viewed from the high-level perspective, TRACK covers the following…

Target answers questions related to your organization’s goals, objectives, and target audiences.

Reach discovers how you can most effectively reach your target segments in terms of messaging that will resonate. This includes messages that will appeal to your target audience and will get through the clutter that we are all exposed to every day. Additionally, Reach determines the most appropriate options for physically connecting with your target markets. In the version of TRACK for Marketing Public Programs, the "R" stands for Resonate and covers the messaging that you use to reach your message.

Action reviews what you desire your target audience to do before and once you’ve reached them and reviews the resources necessary for your organization to have in place to best respond to all action taken. Additionally, Action will look at options available depending on the response of your target market.

Close covers how you will measure and evaluate the success of your marketing efforts and how you will interact with your audience once action is taken. In the version of TRACK for Marketing Public Programs, the "C" stands for Connect and covers the physical tactics you use to connect with your audience.

Keep builds on the success achieved during the campaign and serves to reinforce and enhance the relationship to maximize your overall investment.

TRACK Worksheets (Marketing Public Programs version) (PDF)

Original TRACK Worksheets (PDF)

    
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