Implementation plan

PHASES BY INTRODUCTION OF GOODS AND SERVICES

• A viable way to spread costs out over several years • Example for brushing teeth - Year One: Distribute free toothbrushes - Year Two: Provide free checkups - Year Three: Provide advanced dental care to select members of the TA

Components:

- What will we do? - Who will be responsible? - When will it be done? - How much will it cost? **See the Key Activity Table in the text** • A visual graph for depicting implementation tasks over time is a GANTT chart. I would like to see you make use of one in your proposal.

SHARING AND SELLING YOUR PROPOSAL

1. Include representatives from key internal and external groups on your team 2. Share a draft plan with decision makers 3. Develop and disseminate a concise summary of plan. (This is the Proposal Summary section of your larger SM proposal)

PHASES BY GEOGRAPHIC AREA

• An attractive alternative: - Can implement all desired strategies - Can learn, like pilot • Bullying Campaign Chapter 15 - One middle school - Rolled out to other schools in district

PHASES BY STAGE OF CHANGE

• Beginning with those "most ready for action" • Using the momentum to move to other audiences • Example for smoking: - Year One: Those who are already trying to quit - Year Two: Those who haven't tried but are considering quitting - Year Three: Expand campaign in order to new smokers to consider quitting

PHASES BY TARGET AUDIENCE

• Each phase targets a different audience: • Seafood Watch: - Phase 1: Consumers - Phase 2: Restaurants & retail stores - Phase 3: Fisheries

PHASES BY GOAL

• Establishing Benchmarks • Breast-screening in Japan: - Phase I: 40% by 2010 - Phase II: 50% by 2012

PHASES BY COMMUNICATION CHANNELS

• Example for E.coli outbreak: - Phase I: Mass communication channels - Phase II: Selective channels: posters, flyers, signage - Phase III: Personal contact

PHASES BY MESSAGES

• Helps target audience spread their "costs for change" over a period of time • Example for Small Steps Campaign - Phase 1: Steps at Work - Phase 2: Steps When Shopping - Phase 3: Steps When Eating

PHASES BY DISTRIBUTION CHANNELS

• Might begin with new distribution channels that are easiest to implement, least expensive - Medication return at police dept. • Move on to endeavors requiring more time, effort to set up - Medication return at pharmacies

PHASES BY OBJECTIVE

• Often related to Knowledge, Belief, Objectives • Seat Belt campaign: - Year 1: Awareness of fines/laws - Year 2: Belief police are monitoring - Year 3: Change buckle up behavior

PHASING

• Options for phases, especially when funding shortcomings : - Piloting, Refining, Implementing - Target Audience - Geographic Area - Objective - Goal - Stage of Change - Introduction of Goods & Services - Pricing - Distribution channels - Messages - Communication Channels - Variety of Factors

PHASES BY PILOTING & THEN ROLL-OUT

• Phase 1: Pilot "A test run"- Testing various strategies • Phase 2: Refine strategies- Eliminating least effective strategies • Phase 3: Campaign Rollout

IMPLEMENTATION PLAN

• The 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

• When strategies include a variety of monetary incentives • Example: Physical Activity: - Year 1: Rebates on gym memberships - Year 2: Discount coupons for home equipment