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