This guide outlines what steps you need to take when planning a social marketing campaign. It’s not got all the answers, but it has got the questions. The four most important ones are:

• Where are we?
• Where do we want to go?
• How will we get there?
• How will we keep on track?

Hopefully none of this will be revolutionary and new, rather it is a way of bringing all the marketing and social marketing theory together and making them relevant to sport.