This paper aims to provide an example of how to review information and social-marketing initiatives using financial well-being as a case point.,Literature review and content analysis is used. The audience, channel, message, and evaluation framework is applied. Existent financial well-being initiatives are identified and selected, and further described and analysed in terms of their audience, channel, message and evaluation. The message is further discussed according to the transtheoretical model of change.,Most financial well-being campaigns focus on a particular audience, use a multichannel approach to reach their audience, and report some evaluation, consistent with the audience, channel, message and evaluation framework. Message analysis shows that several initiatives address all processes posited by the transtheoretical model of change to trigger behavior change. Potential areas of improvement and boomerang effects are identified.,Initiatives enhance their effectiveness by using theory, using proper segmentation and channel(s) selection, creating messages based on the audiences’ readiness for change and incorporating evaluation.,Theoretical and practical insight regarding financial well-being initiatives has been achieved. Campaign designers can inspire from this example to conduct their own research and analysis of existent initiatives as one of the starting points in the process.

中文翻译：

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使用基于理论的方法识别和分析社会营销计划

本文旨在提供一个示例，说明如何以财务状况为例来审查信息和社会营销计划。使用文献审查和内容分析。应用了受众，渠道，消息和评估框架。确定并选择现有的财务福利计划，并根据其受众，渠道，信息和评估对其进行进一步描述和分析。根据变革的跨理论模型进一步讨论信息。大多数财务福祉运动都针对特定的受众，使用多渠道方法吸引其受众，并报告与受众，渠道，信息和评估一致的评估框架。消息分析表明，有几种举措可以解决由跨理论的变革模型触发的行为变革所提出的所有过程。确定潜在的改进领域和回旋镖效果。通过使用理论，使用适当的细分和渠道选择，基于受众对变化的准备程度来创建消息并结合评估，举措可以增强其有效性。关于财务的理论和实践洞察力福利措施已经实现。广告活动设计者可以从该示例中启发自己，对现有计划进行自己的研究和分析，以此作为流程的起点之一。通过使用适当的细分和渠道选择，基于受众的变化准备程度创建消息并纳入评估。已获得有关财务状况的理论和实践见解。广告活动设计者可以从该示例中启发自己，对现有计划进行自己的研究和分析，以此作为流程的起点之一。通过使用适当的细分和渠道选择，基于受众的变化准备程度创建消息并纳入评估。已获得有关财务状况的理论和实践见解。广告活动设计者可以从该示例中启发自己，对现有计划进行自己的研究和分析，以此作为流程的起点之一。