This primer is intended to help health officers employed with the United States Agency for International Development (USAID) to design and support appropriate and sustainable social marketing programs from start-up to graduation. Focusing on social marketing programs funded by USAID to increase the use of family planning commodities through the private sector, the primer provides a simple framework to align investment decisions with sustainability planning over the life of a program. This primer is part of a series that includes two briefs: Social Marketing Advocacy for USAID Health Officers and Advocating for Social Marketing Programs to Local Stakeholders. The three publications aim to support internal USAID discussions about social marketing and advocacy with local stakeholders.