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Project-oriented activity 7

Let´s Roadmap it!

Maximum of 15
participants, to work in A total of 90 minutes to complete
pairs or in small groups of all steps
three

This activity aims to complete a marketing mix communication roadmap based on the aspired business
positioning; later, learners should use this roadmap as the blueprint to develop a marketing content creation
plan for their social business.

In this activity, the learners must complete a Marketing Mix Content Creation Roadmap by
communicating the selected marketing mix tactics supporting the pursued marketing strategy.

Step 1
The trainer/facilitator will divide participants into groups and help them choose a case study to
develop the roadmap creation activity. An example could be: “You must develop the roadmap to
present and recruit users of a socio-cultural animation service for elderly people at home. The
service will be offered in a medium urban context (around 50,000 inhabitants) in your country”.
Learners should define the final goal for the next 24 months period for each marketing mix P using
Tool 4 – Marketing Mix Content Creation Roadmap, considering the following question: What do
we want to communicate about the content of our service?

Implementation After, learners should break down the final goal into the Now (weekly goals for this quarter), Next
Step 2

(monthly goals for the rest of the year), and Future (quarterly goals for next year) timeline periods.

Step 3
Participants should then assess their content creation goals.

Step 4
Participants should establish general information about content creation, including
responsibilities, tools, media, frequency, budgeting allowance, and an outcomes-controlling
system. The following questions can be considered: hat will it take for the service to perform well?
Where and how can the service be contracted and scheduled? How and how much will
customers have to pay and how will they pay? What information will we provide to all the groups
involved in the service? Will there be promotions to encourage initial contracting, greater use, or
prescription of the service?

Step 5
Participants should review the consistency of the Marketing Mix Content Creation Roadmap and
their resource's capability to fulfil it as designed, remodelling it if needed. When the groups
complete the work, there will be a presentation briefing (10 minutes for each group).

INNO4CHANGE: Empowering innovation and entrepreneurship skills on social entrepreneurs