It has to be part of a long term strategy and be tied to a realistic set of goals and expectations. A marketing plan is just a piece of paper. A successful marketing plan, however, requires planning and management to deploy resources and to co-ordinate efforts. It has to be a central function which will influence and direct many aspects of the organization's daily operation. In the non-profit sector, you do not need the kind of approach used in packaged goods marketing.
Social marketing is a methodology for promoting social change.
It is also a methodology for arriving at decisions about which actions to take and which not to take in the service of clearly defined action plans. It is a way of thinking that needs to be adopted by the whole organization. Once this has been achieved it is relatively easy to target the audience, position the concept and effectively deliver the message. Relevant, Interesting, Clear, and Heard. It must do more than communicate information about us.