National Community Anti-Drug
            Coalition Institute



    Telling the Story:
    Comprehensive
Communication Str...
National Community Anti-Drug
      Coalition Institute



Communication
National Community Anti-Drug
            Coalition Institute


Mass media is a term used to denote a
section of the media ...
National Community Anti-Drug
      Coalition Institute




     Traditional
    mass media
National Community Anti-Drug
      Coalition Institute

 mass media




       today…
National Community Anti-Drug
      Coalition Institute
National Community Anti-Drug
        Coalition Institute




With so many options ,
where do you start ?
National Community Anti-Drug
       Coalition Institute




Communication Planning
        and the
  Strategic Prevention
...
National Community Anti-Drug
      Coalition Institute
National Community Anti-Drug
             Coalition Institute


              Assessment
Determine the communication needs...
National Community Anti-Drug
        Coalition Institute


         Assessment
       Different needs,




different strat...
National Community Anti-Drug
             Coalition Institute


             Assessment
   Determine the problem(s) on
  ...
National Community Anti-Drug
            Coalition Institute


            Assessment
   Identify local options including...
National Community Anti-Drug
             Coalition Institute


  Conduct a SWOT Analysis
                      Internal  ...
National Community Anti-Drug
      Coalition Institute


    Capacity Building
     your communication /
Build

  marketi...
National Community Anti-Drug
          Coalition Institute


       Capacity Building

    Identify partners and their
  ...
National Community Anti-Drug
                Coalition Institute


             Capacity Building
   Make friends with yo...
National Community Anti-Drug
           Coalition Institute


        Capacity Building
   Engage members of your target
...
National Community Anti-Drug
       Coalition Institute


         Planning

Whatever you want to do,
       define it
National Community Anti-Drug
          Coalition Institute


              Planning
Identify the goal
l   Educate the comm...
National Community Anti-Drug
          Coalition Institute


Fo ur S tra te g ic De c is io ns
 Who   is your audience?
National Community Anti-Drug
           Coalition Institute


    Four Strategic Decisions
 What   do you want them to do?
National Community Anti-Drug
          Coalition Institute


 Four Strategic Decisions

 Which perceived benefits or
 bar...
National Community Anti-Drug
              Coalition Institute


  Minimizing Barriers to the
          Behavior

• Improv...
National Community Anti-Drug
         Coalition Institute



Four Strategic Decisions
 Whattactics or activities
 can you...
National Community Anti-Drug
           Coalition Institute


             Planning

Determine budget . What is
included i...
National Community Anti-Drug
         Coalition Institute


           Planning

Ascertain which vehicles you
will access ...
National Community Anti-Drug
          Coalition Institute


            Planning
Decide whether you need to
produce mater...
National Community Anti-Drug
       Coalition Institute




Traditional Media Outlets
National Community Anti-Drug
      Coalition Institute



Social Media Outlets
National Community Anti-Drug
        Coalition Institute



“You can’t buy social
       media…
you have to BE social
    ...
National Community Anti-Drug
        Coalition Institute


Other (less traditional)
    Media Outlets
National Community Anti-Drug
          Coalition Institute


     The 4 P’s of Marketing

Price – what the consumer
  must...
National Community Anti-Drug
         Coalition Institute




Promotion – How the
exchange is communicated
(e.g., appeals ...
National Community Anti-Drug
            Coalition Institute



              The 4 P’s

Product – what the program
  is t...
National Community Anti-Drug
          Coalition Institute




Place – what channels the
program uses to reach the
target ...
National Community Anti-Drug
      Coalition Institute



    More than 4 P’s?

Co ns ide r:

• PARTNERS HIPS

• POLICY
National Community Anti-Drug
           Coalition Institute


  Seven strategies to achieve
     community change

1-3 con...
National Community Anti-Drug
            Coalition Institute



1. Provide information — Educational
   presentations, wor...
National Community Anti-Drug
              Coalition Institute


1. Enhance skills—Workshops, seminars
   or other activit...
National Community Anti-Drug
             Coalition Institute



3. Provide support— Creating
   opportunities to support ...
National Community Anti-Drug
               Coalition Institute


1. Enhance access/reduce barriers—
   Improving systems ...
National Community Anti-Drug
               Coalition Institute


5. Change consequences (incentives/
   disincentives)—In...
National Community Anti-Drug
             Coalition Institute



1. Change physical design— Changing
   the physical desig...
National Community Anti-Drug
              Coalition Institute



7. Modify/change policies— Formal
   change in written p...
National Community Anti-Drug
                          Coalition Institute
S a mple Logic Mode l for Environme nta l      ...
National Community Anti-Drug
             Coalition Institute




Im ple m e nta tio n :
   Co nduc t pla nne d a c tivit...
National Community Anti-Drug
          Coalition Institute



Evaluation:
 Did yo u re a c h yo ur ta rg e t (s )?
 Did ...
National Community Anti-Drug
          Coalition Institute



Cultura l Co m pe te nc e :

 Wha t kind o f dive rs ity e ...
National Community Anti-Drug
          Coalition Institute




Sus ta ina bility:
 Wha t kind o f c a m pa ig n do
  yo u...
National Community Anti-Drug
      Coalition Institute


More than Messages

              Strategy

                    ...
National Community Anti-Drug
      Coalition Institute
National Community Anti-Drug
                     Coalition Institute

          Got Behavior Change?
10000
 9000
 8000
 7...
National Community Anti-Drug
             Coalition Institute


Questions? More Information? Contact:
Sue Stine
Sr. Manage...
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Tellingthecoalitionstory Ccdo Conf 07 2009

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Putting together and executing a communication/marketing plan for a community coalition

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Tellingthecoalitionstory Ccdo Conf 07 2009

  1. 1. National Community Anti-Drug Coalition Institute Telling the Story: Comprehensive Communication Strategies for Communities CCDO National Conference July 15, 2009 Sue Stine, Sr. Manager, Dissemination and Coalition Relations CADCA National Coalition Institute sstine@ cadca.org
  2. 2. National Community Anti-Drug Coalition Institute Communication
  3. 3. National Community Anti-Drug Coalition Institute Mass media is a term used to denote a section of the media specifically envisioned and designed to reach a very large audience such as the population of a nation state. It was coined in the 1920s with the advent of nationwide radio networks, mass-circulation newspapers and magazines. --Wikipedia
  4. 4. National Community Anti-Drug Coalition Institute Traditional mass media
  5. 5. National Community Anti-Drug Coalition Institute mass media today…
  6. 6. National Community Anti-Drug Coalition Institute
  7. 7. National Community Anti-Drug Coalition Institute With so many options , where do you start ?
  8. 8. National Community Anti-Drug Coalition Institute Communication Planning and the Strategic Prevention Framework
  9. 9. National Community Anti-Drug Coalition Institute
  10. 10. National Community Anti-Drug Coalition Institute Assessment Determine the communication needs of your community coalition or collaboration (advertise a meeting or activity; mobilize residents to participate in town hall or city council meeting; advocate for policy change ; etc.)
  11. 11. National Community Anti-Drug Coalition Institute Assessment Different needs, different strategies and tactics
  12. 12. National Community Anti-Drug Coalition Institute Assessment  Determine the problem(s) on which the group is working and the established goals.  Identify target audience(s) and how they get information.
  13. 13. National Community Anti-Drug Coalition Institute Assessment  Identify local options including newspapers, radio, television, billboards, as well as partner media such as newsletters, in- school TV broadcasts, etc.  Consider social media options.
  14. 14. National Community Anti-Drug Coalition Institute Conduct a SWOT Analysis Internal External Strengths Opportunities Positives Strong staff and volunteer pool New media such as a with communication experience coalition blog Good working relationships with New partnerships with local media culturally appropriate organization Weaknesses/Barriers Threats/Challenges Negatives Small budget for developing print Other nonprofits competing materials for public service time on radio and TV
  15. 15. National Community Anti-Drug Coalition Institute Capacity Building your communication / Build marketing committee .
  16. 16. National Community Anti-Drug Coalition Institute Capacity Building  Identify partners and their dissemination resources .
  17. 17. National Community Anti-Drug Coalition Institute Capacity Building  Make friends with your local media — the editor or beat reporter for the local newspaper; the popular morning DJ on the radio ; the news director at the local TV station and the salesman for the area billboard company.
  18. 18. National Community Anti-Drug Coalition Institute Capacity Building  Engage members of your target audience in communicating your group ’s message (s ).
  19. 19. National Community Anti-Drug Coalition Institute Planning Whatever you want to do, define it
  20. 20. National Community Anti-Drug Coalition Institute Planning Identify the goal l Educate the community? E Build support? B Get people to do something differently? G Defuse a situation? D Improve your organization‘s reputation? I Generate more news coverage?
  21. 21. National Community Anti-Drug Coalition Institute Fo ur S tra te g ic De c is io ns  Who is your audience?
  22. 22. National Community Anti-Drug Coalition Institute Four Strategic Decisions  What do you want them to do?
  23. 23. National Community Anti-Drug Coalition Institute Four Strategic Decisions  Which perceived benefits or barriers can you influence to help them take that action?
  24. 24. National Community Anti-Drug Coalition Institute Minimizing Barriers to the Behavior • Improve access to products/services • Remove policy or legal restraints • Build skills and self efficacy • Change negative perceptions
  25. 25. National Community Anti-Drug Coalition Institute Four Strategic Decisions  Whattactics or activities can you implement to promote those benefits or remove those barriers?
  26. 26. National Community Anti-Drug Coalition Institute Planning Determine budget . What is included in your day-to-day communication strategy?
  27. 27. National Community Anti-Drug Coalition Institute Planning Ascertain which vehicles you will access to disseminate messages.
  28. 28. National Community Anti-Drug Coalition Institute Planning Decide whether you need to produce materials in Spanish or another appropriate language or materials for low literacy audiences.
  29. 29. National Community Anti-Drug Coalition Institute Traditional Media Outlets
  30. 30. National Community Anti-Drug Coalition Institute Social Media Outlets
  31. 31. National Community Anti-Drug Coalition Institute “You can’t buy social media… you have to BE social media.” @davidalston (from Twitter)
  32. 32. National Community Anti-Drug Coalition Institute Other (less traditional) Media Outlets
  33. 33. National Community Anti-Drug Coalition Institute The 4 P’s of Marketing Price – what the consumer must give up to receive the program's benefits. These "costs" may be intangible (e.g., changes in beliefs or habits) or
  34. 34. National Community Anti-Drug Coalition Institute Promotion – How the exchange is communicated (e.g., appeals used)
  35. 35. National Community Anti-Drug Coalition Institute The 4 P’s Product – what the program is trying to change within the target audience
  36. 36. National Community Anti-Drug Coalition Institute Place – what channels the program uses to reach the target audience (e.g., mass media, community, interpersonal)
  37. 37. National Community Anti-Drug Coalition Institute More than 4 P’s? Co ns ide r: • PARTNERS HIPS • POLICY
  38. 38. National Community Anti-Drug Coalition Institute Seven strategies to achieve community change 1-3 considered individual or family strategies 4-7 considered “environmental strategies”
  39. 39. National Community Anti-Drug Coalition Institute 1. Provide information — Educational presentations, workshops or seminars or other presentations of data (e.g., public announcements, brochures, billboards, community meetings, forums, Web-based communication).
  40. 40. National Community Anti-Drug Coalition Institute 1. Enhance skills—Workshops, seminars or other activities designed to increase the skills of participants, members and staff needed to achieve population level outcomes (e.g., training, technical assistance, distance learning, strategic planning retreats, curricula development).
  41. 41. National Community Anti-Drug Coalition Institute 3. Provide support— Creating opportunities to support people to participate in activities that reduce risk or enhance protection (e.g., providing alternative activities, mentoring, referrals, support groups, or clubs).
  42. 42. National Community Anti-Drug Coalition Institute 1. Enhance access/reduce barriers— Improving systems and processes to increase the ease, ability, and opportunity to utilize those systems and services (e.g., assuring healthcare, childcare, transportation, housing, justice, education, safety, special needs, cultural and language sensitivity).
  43. 43. National Community Anti-Drug Coalition Institute 5. Change consequences (incentives/ disincentives)—Increasing or decreasing the probability of a specific behavior that reduces risk or enhances protection by altering the consequences for performing that behavior (e.g., increasing public recognition for deserved behavior, individual and business rewards, taxes, citations, fines, revocations/loss of privileges).
  44. 44. National Community Anti-Drug Coalition Institute 1. Change physical design— Changing the physical design or structure of the environment to reduce risk or enhance protection (e.g., parks, landscapes, signage, lighting, outlet density).
  45. 45. National Community Anti-Drug Coalition Institute 7. Modify/change policies— Formal change in written procedures, by-laws, proclamations, rules or laws with written documentation and/or voting procedures (e.g., workplace initiatives, law enforcement procedures and practices, public policy actions, systems change within government, communities and organizations).
  46. 46. National Community Anti-Drug Coalition Institute S a mple Logic Mode l for Environme nta l Intervention/Action Provide info rmation: D evelop, print and Approa ch us ing the S e ve n S tra te gie s dissem inate sig that read “ e don’sell ns W t tobac o produc to people under the ag o c ts e f But why 18” stores that sell in he re ? tobac o produc c ts. Tobacco Enhanc skills: Produc trainingmate e e rials for products classes are sold to to train merc hants to c k identific hec ation for But youth persons purc hasingtobac o produc c ts. why? despite age Provide support: Inc lude announc ents about em Tobacco restrictions tobac o c c essation c lasses for teens w have ho products are easy already beg sm un okingin sc hool restroom and s to get cafeterias. Enhanc ac ess/reduc barriers: T e c e ranslate The m hant educ erc ation materials into Spanish and P roble m other lang es. uag Is … Chang ce onsequenc Prom public es: ote Tobacco rec nition for retailers w do not sell tobac o og ho c use rates are produc to youth throug display ads in the ts h increasing lo al new c spaper. among Chang physic desig W op ed piec fo e al n: rite e r youth lo al new c spapers enc ourag businesse to ing s
  47. 47. National Community Anti-Drug Coalition Institute Im ple m e nta tio n :  Co nduc t pla nne d a c tivitie s .
  48. 48. National Community Anti-Drug Coalition Institute Evaluation:  Did yo u re a c h yo ur ta rg e t (s )?  Did the y do wha t yo u wa nte d ?  Ho w m a ny im pre s s io ns we re s e nt to yo ur ta rge t a udie nc e (s ).  Wha t do yo u ne e d to c ha ng e in future m e dia e nde a vo rs ?
  49. 49. National Community Anti-Drug Coalition Institute Cultura l Co m pe te nc e :  Wha t kind o f dive rs ity e xis ts in yo ur c o m m unity?  Ha s yo ur c o a litio n re a c he d o ut to s pe c ific po pula tio ns ?  Ho w c a n yo u im pro ve c o m m unic a tio ns with tho s e po pula tio ns ?
  50. 50. National Community Anti-Drug Coalition Institute Sus ta ina bility:  Wha t kind o f c a m pa ig n do yo u ne e d to c o nduc t to e ne rgize a nd m o bilize the c o m m unity?    Wha t will yo u do whe n yo ur c o a litio n s uffe rs a s e t ba c k ?
  51. 51. National Community Anti-Drug Coalition Institute More than Messages Strategy Structures Services Price Product Placement Communication Promotion
  52. 52. National Community Anti-Drug Coalition Institute
  53. 53. National Community Anti-Drug Coalition Institute Got Behavior Change? 10000 9000 8000 7000 6000 5000 4000 3000 2000 1000 0 1994 1995 1996 1997 1998 1999 2000 Consumption Media Buy Awareness
  54. 54. National Community Anti-Drug Coalition Institute Questions? More Information? Contact: Sue Stine Sr. Manager, Dissemination and Coalition Relations CADCA National Coalition Institute Phone: 1-800-54-CADCA (1-800-542-2322), 703-706-0560, Ext. 260 E-mail: sstine@cadca.org Twitter: @suestine Web sites: www.cadca.org; www.coalitioninstitute.org; Institute Blog: http://prevention.typepad.com Social Network: http://ConnectedCommunities.ning.com

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