Care and feeding presentation final


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Care and feeding presentation final

  1. 1. Care and Feeding of the Winning Award Entry © (communicator celebrationatis) Shan Rupnarain, ABC, MBA IABC Edmonton March16, 2010
  2. 2. Introductions A bit about me. Who are you? What would you like to learn?
  3. 3. Award Entries <ul><li>Judges see three kinds </li></ul><ul><ul><li>Advance strategy </li></ul></ul><ul><ul><ul><li>Case study </li></ul></ul></ul><ul><ul><li>After the fact </li></ul></ul><ul><ul><ul><li>9/11 entries </li></ul></ul></ul><ul><ul><li>A little bit of both </li></ul></ul><ul><ul><ul><li>Most entries! </li></ul></ul></ul>
  4. 4. Award Entries <ul><li>They look like this: </li></ul><ul><li>Advance strategy </li></ul><ul><ul><li>The organization has a need </li></ul></ul><ul><ul><li>We have a plan </li></ul></ul><ul><ul><li>We can prove we got the job done </li></ul></ul>
  5. 5. Award Entries <ul><li>They look like this: </li></ul><ul><li>After the fact </li></ul><ul><ul><li>Wow, that turned out REALLY COOL! </li></ul></ul><ul><ul><li>Do you see how well that’s working?! </li></ul></ul><ul><ul><li>Let’s see if we can win something for it! </li></ul></ul>
  6. 6. Award Entries <ul><li>They look like this: </li></ul><ul><li>Little bit of both: </li></ul><ul><ul><li>That was a good project! </li></ul></ul><ul><ul><li>We got the job done. </li></ul></ul><ul><ul><li>But we don’t have all these </li></ul></ul><ul><ul><li>award criteria … </li></ul></ul>
  7. 7. Award Entries <ul><li>Potential results (As in PROBABLY) </li></ul><ul><ul><li>Advance strategy: Excellence and merit </li></ul></ul><ul><ul><li>After the fact: Can be difficult to win </li></ul></ul><ul><ul><li>A little bit of both: Merit or more </li></ul></ul>
  8. 8. Award Entries <ul><li>But no matter what, entering is … </li></ul><ul><ul><li>Always a valuable exercise </li></ul></ul><ul><ul><li>Not a waste of time </li></ul></ul><ul><ul><li>Awareness of your practice, persuasive writing, learning for next time </li></ul></ul><ul><li>ALWAYS be proud of your work! </li></ul>
  9. 9. Winning Entries <ul><li>Entries that win … are planned to be winners! </li></ul><ul><li>Communicators plan knowing that </li></ul><ul><ul><li>Award criteria aren’t arbitrary </li></ul></ul><ul><ul><li>Planning must include every component </li></ul></ul>
  10. 10. Award Entry Criteria <ul><li>Need/Opportunity </li></ul><ul><li>Intended audience </li></ul><ul><li>Goal </li></ul><ul><li>Objectives </li></ul><ul><li>Solution and overview </li></ul><ul><li>Implementation and challenges </li></ul><ul><ul><li>Budget </li></ul></ul><ul><li>Measurement/evaluation </li></ul>
  11. 11. Award Entry Criteria <ul><li>A succinct and thorough demonstration </li></ul><ul><li>Proves to the uninitiated that you did what you set out to do </li></ul>
  12. 12. Need/Opportunity <ul><li>In the best entries, generally: </li></ul><ul><ul><li>Not just “We thought it was a good idea” </li></ul></ul><ul><ul><li>Not just “Our competitors are doing it” </li></ul></ul><ul><ul><li>Not just “We always do one of these” </li></ul></ul><ul><li>These facts may be true . . . </li></ul><ul><ul><li>But what’s happening today that drives your need? </li></ul></ul>
  13. 13. Need/Opportunity <ul><li>Need </li></ul><ul><ul><li>Express who your organization is, why it exists </li></ul></ul><ul><ul><li>Don’t assume judges know </li></ul></ul><ul><ul><li>Why now? What’s going on? What is the imperative? </li></ul></ul>
  14. 14. Report Card <ul><li>Need </li></ul><ul><ul><li>The Alberta Medical Association (AMA) stands as an advocate for its physician members, providing … </li></ul></ul><ul><ul><li>In Canada’s government-run health care system, physicians negotiate … </li></ul></ul><ul><ul><li>This trilateral master agreement will determine the future … </li></ul></ul>
  15. 15. Need/Opportunity <ul><li>Let’s have some examples! </li></ul>
  16. 16. Intended Audience <ul><li>In excellent entries, generally </li></ul><ul><ul><li>Who are they? </li></ul></ul><ul><ul><li>What are they like? </li></ul></ul><ul><ul><li>How does what you know about them affect the strategies you choose? </li></ul></ul>
  17. 17. Intended Audience <ul><li>Please don’t say: </li></ul><ul><ul><li>The general public </li></ul></ul><ul><ul><li>All employees </li></ul></ul><ul><ul><li>All customers </li></ul></ul><ul><li>A shotgun is not a strategic weapon </li></ul><ul><li>If you must …tell us more about the subsets who really count </li></ul>
  18. 18. Intended Audience <ul><li>A clearly defined audience … </li></ul><ul><li>Linked to your strategy </li></ul><ul><li>Creates a strategic communication plan </li></ul><ul><li>What do you know? </li></ul><ul><ul><li>Quantitative or Qualitative </li></ul></ul>
  19. 19. Report Card <ul><li>It was all members! But … </li></ul><ul><li>We knew stuff about them </li></ul><ul><li>Demographics </li></ul><ul><li>Habits </li></ul><ul><li>Preferences </li></ul><ul><li>Qualitative better than nothing </li></ul>
  20. 20. Report Card <ul><li>Practice location </li></ul><ul><ul><li>Urban centre 70% </li></ul></ul><ul><li>Regional centre 13% </li></ul><ul><li>Rural 16% </li></ul><ul><li>Practice type </li></ul><ul><ul><li>Family physician 45% </li></ul></ul><ul><li>Specialist 53% </li></ul><ul><li>Gender </li></ul><ul><ul><li>Female 26% </li></ul></ul><ul><li>Male 72% </li></ul><ul><li>AMA membership BUT BIG DEAL! </li></ul><ul><ul><li>< 2 yrs. 8% </li></ul></ul><ul><li>2-5 yrs. 18% </li></ul><ul><li>6-10 yrs. 16% </li></ul><ul><li>11-20 yrs. 32% </li></ul><ul><li>> 20 yrs. 25% </li></ul><ul><li>Age </li></ul><ul><ul><li>< 30 yrs 4% </li></ul></ul><ul><li>31-40 yrs 26% </li></ul><ul><li>41-50 yrs 36% </li></ul><ul><li>51-60 yrs 24% </li></ul><ul><li>> 61 yrs 9% </li></ul>
  21. 21. Report Card <ul><li>Most of our members are mid-career </li></ul><ul><li>Working in hectic urban centers </li></ul><ul><li>There is a huge shortage of family physicians and long waitlists for </li></ul><ul><li>specialists </li></ul>
  22. 22. Report Card <ul><li>Content: Use the Report Card to </li></ul><ul><li>highlight opportunities for improving </li></ul><ul><li>quality of work life through finding new </li></ul><ul><li>ways to do things. </li></ul><ul><ul><li>Visual strategy: Target majority </li></ul></ul><ul><ul><li>demographic (solution overview) </li></ul></ul>
  23. 23. Intended Audience <ul><li>Let’s have some examples! </li></ul>
  24. 24. Goals and Objectives <ul><li>Goal: Statement of a desired end state </li></ul><ul><ul><li>Communication moves the organization there … or in that direction </li></ul></ul><ul><ul><li>Goal may be beyond the frame of your </li></ul></ul><ul><ul><li>plan </li></ul></ul>
  25. 25. Goals and Objectives <ul><li>Report Card Goal </li></ul><ul><li>Physicians have a clear understanding </li></ul><ul><li>of the status of the trilateral master </li></ul><ul><li>agreement at the conclusion of year </li></ul><ul><li>one of implementation. </li></ul>
  26. 26. Goals and Objectives <ul><li>Objectives </li></ul><ul><ul><li>MEASURE progress toward your goal </li></ul></ul><ul><ul><li>Demonstrate your understanding of your audience </li></ul></ul><ul><ul><li>Are the commitment you make to your strategy! </li></ul></ul><ul><ul><li>Set the basis for your evaluation </li></ul></ul><ul><ul><li>Are based on research or articulated assumptions </li></ul></ul>
  27. 27. Goals and Objectives <ul><li>Objectives </li></ul><ul><ul><li>Are based on research or articulated assumptions </li></ul></ul><ul><ul><li>Be careful that they are not just strategies </li></ul></ul><ul><ul><ul><li>Objectives measure progress to your goal </li></ul></ul></ul><ul><ul><ul><li>Strategies explain how you will work to your goal </li></ul></ul></ul>
  28. 28. Goals and Objectives <ul><li>Objectives vs. strategies </li></ul><ul><ul><li>Increase understanding among ____ from A to B </li></ul></ul><ul><ul><li>Increase unaided recognition of company from A to B </li></ul></ul><ul><ul><li>Distribute the toolkit to all department heads by _______ </li></ul></ul><ul><ul><li>To educate the business community about our success </li></ul></ul>
  29. 29. Goals and Objectives <ul><li>Strategies that sometimes fly as </li></ul><ul><li>objectives </li></ul><ul><ul><li>To deliver ______ by _______ to _____ </li></ul></ul><ul><ul><li>Why? Because the company said so </li></ul></ul><ul><ul><ul><li>Not strategic </li></ul></ul></ul><ul><ul><ul><li>Still imperative </li></ul></ul></ul><ul><ul><ul><li>How to make it stronger? </li></ul></ul></ul><ul><ul><ul><ul><li>I can do this. How can I prove I did it well? </li></ul></ul></ul></ul>
  30. 30. Goals and Objectives <ul><li>Report Card Objectives </li></ul><ul><li>Minimum 250-300 responses to reader survey. </li></ul><ul><li>After reading the Report Card, 66% of physician reader survey respondents report they feel informed regarding the status of the master agreement. </li></ul>
  31. 31. Goals and Objectives <ul><li>Report Card Objectives </li></ul><ul><li>- Consistent with typical AMA reader survey responses. </li></ul><ul><li>- Anecdotal information suggested the level of understanding was low. Ultimately, results supported: 90% of respondents saying their understanding was average or below average. </li></ul>
  32. 32. Goals and Objectives <ul><li>Let’s have some examples! </li></ul>
  33. 33. Solution and Overview <ul><li>What you did and why </li></ul><ul><li>Explain barriers you had to overcome </li></ul><ul><li>Make your role clear </li></ul><ul><li>Provide information on available resources i.e., budget </li></ul><ul><ul><li>Judges need to assess </li></ul></ul><ul><ul><li>Same project with a $5,000 budget and $10,000 budget may be assessed differently </li></ul></ul>
  34. 34. Solution and Overview <ul><li>What you did and why </li></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><ul><li>HOW you tackle your objectives </li></ul></ul></ul><ul><ul><li>Tactics </li></ul></ul><ul><ul><ul><li>WHAT you did to execute </li></ul></ul></ul><ul><ul><li>Implementation challenges </li></ul></ul>
  35. 35. Solution and Overview <ul><li>In strategy and tactics </li></ul><ul><ul><li>Link back to what you know about your audience </li></ul></ul><ul><ul><li>This makes the solution strategic! </li></ul></ul><ul><ul><li>Try to anticipate judges questions, based on their level of knowledge </li></ul></ul><ul><ul><ul><li>Why’d you go this route? </li></ul></ul></ul><ul><ul><ul><li>Isn’t this language a bit dense? </li></ul></ul></ul><ul><ul><ul><li>Why isn’t there a media component? </li></ul></ul></ul>
  36. 36. Report Card <ul><li>Strategy </li></ul><ul><ul><li>Format, components </li></ul></ul><ul><ul><li>Messages </li></ul></ul><ul><li>Tactics </li></ul><ul><ul><li>Early 1960s scholastic report card </li></ul></ul><ul><ul><li>Visual elements of other documents </li></ul></ul><ul><ul><li>Structure of direct mail launch </li></ul></ul><ul><ul><li>Budget </li></ul></ul>
  37. 37. Report Card <ul><li>Implementation and challenges </li></ul><ul><ul><li>Logistics of 18 different sign-offs </li></ul></ul><ul><ul><li>Challenges in launch timing </li></ul></ul><ul><ul><li>Restrictions applied by execs re media </li></ul></ul><ul><ul><li>Language and concepts are complex </li></ul></ul><ul><li>Links back to anticipating judge questions </li></ul>
  38. 38. Measurement/Evaluation <ul><li>Provide measurement that links to your objectives </li></ul><ul><li>Don’t measure something else instead </li></ul><ul><ul><li>Can provide other measurements but not as primary proof of job well done </li></ul></ul><ul><li>Apples to apples! </li></ul>
  39. 39. Measurement/Evaluation <ul><li>Easy, easy, easy if you spent time at objective-setting stage </li></ul><ul><li>Harder if you didn’t </li></ul><ul><ul><li>If it’s a “Just Do It” assignment that turned out really well, how can you measure if you didn’t originally have measurable objectives? </li></ul></ul>
  40. 40. Measurement/Evaluation <ul><li>There. </li></ul><ul><li>Is. </li></ul><ul><li>Always. </li></ul><ul><li>Something. </li></ul><ul><li>To. </li></ul><ul><li>Measure. </li></ul>
  41. 41. Measurement/Evaluation <ul><li>Doesn’t have to be complex </li></ul><ul><li>Doesn’t have to cost big bucks </li></ul>
  42. 42. Report Card <ul><li>Used past knowledge of reader surveys </li></ul><ul><li>Included a fax-back reader survey form </li></ul><ul><ul><li>Because docs still like faxing </li></ul></ul>
  43. 43. Measurement/Evaluation <ul><li>Let’s have some examples! </li></ul>
  44. 44. Measurement/Evaluation <ul><li>Watch, take notes, study </li></ul><ul><li>This is what takes you higher in your career because </li></ul><ul><ul><li>It’s how you prove that you deliver value! </li></ul></ul>
  45. 45. Measurement/Evaluation <ul><li>Benchmark surveys </li></ul><ul><li>Tracking surveys </li></ul><ul><li>Pulse surveys </li></ul><ul><li>Reader surveys </li></ul><ul><li>Random phone surveys </li></ul><ul><li>Focus groups </li></ul><ul><li>Secondary research of other folks’ data </li></ul><ul><li>Social media (See KDPaine) </li></ul>
  46. 46. Resources <ul><li>Katie Delahaye Pain </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Twitter: kdpaine </li></ul></ul><ul><li>Ryan Tudor Williams, </li></ul><ul><ul><li>Twitter: willy26 </li></ul></ul><ul><li>Angela Sinickas, ABC, Fellow IABC </li></ul><ul><ul><li> (“Tips on Winning”) </li></ul></ul><ul><ul><li>Twitter: sinickasa </li></ul></ul><ul><li>IABC Knowledge Centre </li></ul><ul><ul><li> </li></ul></ul>
  47. 47. One Final Caution <ul><li>Follow the instructions! </li></ul><ul><ul><li>Number of pages </li></ul></ul><ul><ul><li>Font size </li></ul></ul><ul><ul><li>Margin size </li></ul></ul><ul><ul><li>Size of binder </li></ul></ul><ul><ul><li>Etc. </li></ul></ul><ul><ul><li>Don’t get disqualified for a technicality!!! </li></ul></ul>
  48. 48. THE END! <ul><li>May your communication plans grow lushly and bloom with shiny awards! </li></ul>
  49. 49. Please Stay In Touch! <ul><li>Office direct: 780.482.0322 </li></ul><ul><li>Cell: 780.907.9003 </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter: Whatabigworld </li></ul>