The CASE Framework:
Social Marketing Strategy Simplified

by Nedra Kline Weinreich

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Though the traditional way of thinking about behavior change follows a linear process moving from knowledge to attitudes to behaviors, we now recognize that people don’t always make decisions this way. Social norms, emotions, or circumstances can sometimes drive action without prior knowledge or intention. Conversely, someone might know exactly why and how to change, but still not follow through for other reasons.

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The big-picture focus of social marketing is not just to build awareness or influence attitudes, but to change behavior. Sometimes knowledge and attitude shifts are necessary, but they’re often not sufficient.

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Moving Away from the “Ps”

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Social marketing principles, rooted in behavioral science, help us consider all the factors (we can think of them as “behavioral levers”) that influence decisions around taking action.

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Traditionally, the Social Marketing Mix centers on the “4 Ps” (Product, Price, Place, Promotion) borrowed from commercial marketing. I previously expanded these for social marketing’s specific needs with four more: Publics, Partnerships, Policy and Purse Strings. 

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But I’ve found that many struggle with translating the marketing mix into a clear, actionable programmatic strategy—especially those who don’t come from a marketing background.

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Simplifying the Model 

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To bridge this gap, I’ve evolved the Ps into four strategic directives, which together increase the likelihood of behavior change. If you’re familiar with other behavioral models, this approach will feel familiar. However, unlike the separate Promotion “P” in the social marketing mix, implications for communications and tactics are embedded across all elements.

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This model brings together a constellation of factors that simultaneously influence behavior, given that behavior change does not necessarily follow a fixed sequence.

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As with the social marketing mix, applying this model first requires getting specific about the intended audience. Conducting research with them (and ideally co-creating the campaign) provides needed insights regarding the optimal behavior(s) to promote, and how it fits into their lives and values. 
 

Elements of the Model 

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At the center of social marketing are the intended audience and a clearly defined target behavior that, when adopted, will result in the desired positive outcomes. Remember that a behavior is an observable action, not just a thought or attitude. 

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The following four elements together lead to a strategy designed to increase behavior adoption. To be most effective, each element must be present in some form:

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1. Design for Context - Reach people where they are, both physically and mentally. Identify the times, life stages, and places where they’re likely to be most receptive to messages and able to take action. This includes designing an environment that supports behavior change, using contextual reminders, cues to action, or relevant policies.

2. Make it Appealing - Offer an irresistible “behavioral product” that’s so compelling the audience can’t refuse. It must outshine their current behaviors (the competition). Frame the behavior and its benefits to align with their core values, identity and aspirations. Use stories, trusted partners, or personalized messaging to highlight motivators and facilitating factors.

3. Apply Social Influence - While social factors are relevant throughout the model, this is where we highlight the “social” in “social marketing.” Leverage the power of social norms, influencers, social proof, interactions, and support systems to amplify the lure of the crowd and the comfort of belonging.

4. Make it Easy - Address actual and perceived barriers such as knowledge gaps, negative attitudes, lack of skills, and other physical or financial factors. Smooth the path to taking action using strategies like simplifying the behavior, connecting it to what’s already familiar, and showing how it integrates into daily life.

The CASE Framework

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Together, the first letters of the model's key words (Context, Appealing, Social, and Easy) spell CASE—a reminder that the strategy must be customized to the specific audience, issue, and context. This framework serves as the strategic foundation on which to layer the messages and tactics most likely to lead to behavior change.