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CCR&R Part Two (Planning)

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CCR&R Part Two (Planning)

  1. 1. The Planning Process Th e step -by-s te p to creati ng a so ci a l m a rk et ing cam p a ig n
  2. 2. The Importance of Planning Provide a foundation for campaign activities Enable meaningful results - not just boxes of material
  3. 3. Formative Research Situation Organization Audience
  4. 4. Situation Analysis The Public Environment Competitive Analysis The Macroenvironment Demographics Economic Technological Political Social
  5. 5. SWOT Strengths Weaknesses Opportunities Threats
  6. 6. VERB: It’s What You Do Overview
  7. 7. Audience Identification Problem Recognition Active, Aware, Latent Constraint Recognition Level of Involvement
  8. 8. Verb: The ‘Tweens ‘Tweens: Ages 9 - 13 Overview Weakening of the safety net of parental love and support A new & previously unknown pressure to perform and succeed Dramatically increased media freedom 10% are overweight 16% at risk Less than 30% eat enough fruits/veggies Only 1% tweens/teens meet nat’l recommendations for food intake
  9. 9. Great Goals What impact or change do you want to happen? Who will you serve or influence by doing this? photo:www.corbis.com
  10. 10. Outstanding Objectives Help set priorities Establish outcomes Objectives should be: Achievable Specific to the change desired, the population to be affected and the time period for change Measurable Prioritized photo:www.corbis.com
  11. 11. VERB Objectives Increase knowledge & improve attitudes & beliefs about tweens’ regular participation in physical activity Increase parental and influencer support and encouragement of tweens’ participation in physical activity
  12. 12. Smart Strategies Provides the general direction you’ll take to reach your audience. Includes key messages photo:www.corbis.com
  13. 13. Terrific Tactics Tactics are the “doing” of your plan. Communication channels Activities (events, programs) photo:www.corbis.com
  14. 14. Interactivity Grid of Non- Communication Tactics interactive movie VNR billboard PSA affinity portal news release brochure feature story pitch letter Op-Ed press kit speech Highly web site letter to editor Interactive e-mail newsletter company handwritten note phone call media tour magazine one-on-one Personal Mass highly personal/ segmented mass-produced interactive moderate interactive mass media
  15. 15. VERB Tactics For Tweens VERBnow.com Yellow Ball For Parents/Teachers Time mini-magazines Tip sheets Brochures for active families
  16. 16. Excellent Evaluation Why Evaluation is Important: Justify the program Evidence of success or need for additional resources Increase organizational understanding of & support for marketing photo:www.corbis.com
  17. 17. Evaluation on a Shoestring Observation Use of existing systems Phone call tracking Questionnaires at training sessions Qualitative: interviews, focus group
  18. 18. VERB Evaluation Surveyed 6,000 youth & their parents in 2002 Surveyed the same 6,000 in 2003 34% increase in weekly free-time physical activity sessions (8.6 million) 6 million lower-income households increased free-time activity by 25%
  19. 19. Balanced Budget GOOD Printers, Web designers, consultants and colleagues can help you estimate GREAT Printers, Web designers and consultants will help you cut costs and maximize your budget photo:www.corbis.com
  20. 20. Myths about planning... MYTH: Our program can’t afford to conduct intended audience research photo:www.corbis.com
  21. 21. Myths about planning... MYTH: We don’t have time for planning. Our boss/funding agency/ partners want to get started right away photo:www.corbis.com
  22. 22. Myths about planning... MYTH: It’s best to use channels we’re comfortable with and have used before photo:www.corbis.com

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