Ch. 17: Creating an Implementation Plan and Sustaining Behaviors

Step 10

complete an implementation plan

What timeframe does an implementation plan usually address?

often 1 year of activities, ideally 2-3

marketing implementation

process that turns marketing strategies and plans into actions to accomplish marketing objectives

Strategies for sustaining visibility of a campaign

prompts, commitments and pledges, plans for social diffusion, utilizing existing public infrastructure to increase and maintain invisibility

(blank), or implementation, is just as important as (blank), or the strategy

"doing things right" and "doing the right things

Components of an implementation plan

1) Key activities: what will you do? 2) Responsibility/lead: who will be responsible? 3) Timing: when will it be done? 4) Budget: How much will it cost?

Ethical norms and value for marketers

1) Norms: do no harm, foster trust, embrace ethical values 2) Values: honesty, responsibility, fairness, respect, transparency, citizenship

Sharing and selling your plan

1) Vision: include key internal and external players on the planning team 2) Feasibility: share a draft plan with decision makers and implementation team before finalizing 3) Consistency: once the plan is finalized, develop and disseminating a summary of the plan

Framework for dissemination of evidence-based practices (p. 490)

1) evidence-based practice 2) disseminating organization 3) user organizations 4) linkages and learnings: working with user organization to refine practice 5) dissemination approach 6) modifiable context: policy supports 7) modifiable context: funding supports 8) dissemination results to date

Guidelines for social diffusion

1) make behaviors visible 2) make prompts durable rather than temporary 3) use well-known and well-respected testimonials 4) make norms visible, especially when "most of us" are engaged in a desired behavior

Four guidelines for designing effective commitments

1) make them as public as possible 2) seek commitments in groups 3) engage the audience in performing the activity initially to increase perception of commitment 4) use existing, related contact points to solicit commitments (e.g. when a customer is purchasing something)

Four recommendations for effective prompts

1) noticeable with eye-catching graphics 2) self-explanatory 3) as close as possible to where and when the action will be taken 4) use to promote positive behaviors rather than avoiding bad ones

Phasing

creating phases that are organized (driven) by some element of the marketing plan to spread costs over a longer period of time

Frameworks used to determine and organize phases

target audience, geographic areas, campaign objectives, campaign goals, stages of change, introduction of products, pricing strategies, distribution channels, promotional messages, or communication channels

Anchoring

the desired behavior is "anchored," or closely linked, to a current established behavior (e.g. brushing your teeth)

implementation plan

used to *share and track* planned efforts; ensures you and your team do what you say you wanted to do, on time, and on budget

Prompts

visual or auditory aids which remind us to carry out an activity that we might otherwise forget (e.g. signs, stickers, mailings, electronic reminders, labels on packaging, and email alerts)