To be successful, you will need to adapt a different marketing mix for all the identified segments from your market research:
(i) You will have different products for different consumer groups,
(ii) which will come at different prices,
(iii) that will be available at different places, and
(iv) you will reach them with a combination of different communication tools (promotion).
Depending on the scope of your program and your available resources, you will also need to work on the policy level and train your staff to be able to conduct your social marketing campaign.
These processes and considerations involve keeping on strategy and ensuring that each intervention addresses the respective target benefit or barrier, and is accessible and appropriate for the target audience. You will have to develop a plan, timeline, and budget for each of the proposed interventions, and highlight where key partners and stakeholders are needed and how to engage them. At the end of this phase, you should have a comprehensive work plan that describes and ties together all the pieces.