Ch 17: Creating an Implementation Plan and Sustaining Behaviors

Phases by communication channels

at onset of major threats, may need to first reach broad audiences in a very short time ex) E. Coli Outbreak 1) mass communication channels 2) selective channels-posters, flyers, signage 3) personal contact

Phases by Stage of Change

beginning with those "most ready for action" -using momentum to move to other audiences ex) Food Waste Composting 1) influence houses with consistent participation in recycling 2) influence houses participating in paper and glass recycling 3) influence houses that have responded to and inquired about info in past but aren't regulars

Phases by goal

campaigns may have established benchmarks for reaching interim goals, activities and resources would then be organized to support desired outcomes ex)Breast screening in Japan 1) 40% by 2010 2) 50% by 2012

Phases by Objective

can be organized and sequenced to support each objective related to knowledge, beliefs and behavior ex)Litter prevention 1) awareness of fines 2) belief people watching (toll-free hotline for people to report) 3) changing litter behavior

Phases by messages

helps target audience spread their costs for change over a period of time ex) Small Steps campaign 1) steps at work 2) steps when shopping 3) steps when eating

Phases by a variety of factors

in reality, it could be important to use a combo of all phasing techniques

Sustainability

keep campaign visible and behavior change prominent after ads go off the air and news stories die down

Utilizing public infrastructures

numerous opportunities in the public sector -roadways -libraries -parks -schools -restrooms

Implementation Plan

process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives -doing things right (implementation) just as important as doing the right things (strategy)

Phases by pricing strategies

program may plan a strategy in which significant price incentives are used early in the campaign as a way to create attention and stimulate action ex) Utility promoting energy efficient appliances 1) rebates on old appliances 2) discount coupons for new

Plans for social diffusion

spread of adoption of a behavior from a few to many

Phasing

spreading costs over a longer period of time, allowing more time to raise funds or use future budget allocations

Phases by introduction of goods and services

- a viable way to spread costs out over several years Ex) Farmers Market and WIC 1) counselor training and support materials 2) market tours and transportation vouchers 3) clinic classes on freezing and canning

Phases by geographic area

-can implement all desired strategies -can learn, like pilot ex) Bullying Stops Here 1) focus efforts at one middle school 2) roll out to high school and elementary school

Components of Implementation Plan

-what will we do? -who will be responsible? -when will it be done? -how much will it cost?

Kurt Lewin's Force Field Analysis

1. Forces for change (driving forces) 2. Forces against change (restraining forces) 3. Rank (scale 1-5) 4. return to plan and ensure support for strongest driving and address strongest restraining

Sharing and selling your plan

1. include representatives from key internal and external groups on planning team 2. share a draft plan with decision makers 3. develop and disseminate a concise summary of plan

Guidelines for social diffusion

1. make support behavior visible (sticker on trash can saying "We scoop the poop" 2. durable vs. temporary indicators 3. credible messengers 4. make norms visible, especially when most of us are engaged in behavior

Recommendations for effective prompts

1. noticeable, eye-catching 2. self-explanatory 3. close to where and when action is taken 4. encourage positive behaviors rather than avoid harmful ones

Ethical Considerations

Norms: do no harm, foster trust Values: honesty, responsibility, fairness, respect, transparency, citizenship

Phases by Piloting & Roll-Out

Phase 1: pilot (test run) Phase 2: refine strategies (eliminating least effective strategies) Phase 3: campaign rollout

Prompts

aids that remind us to carry out an activity that we might otherwise forget, simply remind us to do something we already decided to do

Phases by Target Audience

each phase targets a different audience ex) seafood watch 1) consumers 2) restaurants & retail stores 3) fisheries

Rapid Results Implementation Schedule

management technique designed to ignite more timely results within large corporations -turbo-charging community development -100 day deadline to reach short term goal FORCES -prioritization -focus -collaboration

Phases by distribution channels

might begin with new distribution channels that are easiest to implement, least expensive -medication return at police department move onto endeavors requiring more time, effort to set up -medication return at pharmacies

Commitments and Pledges

when individuals agree to small request, alters the way they perceive themselves