Strategic Management Process Lecture 2 COMT 492/592

Overview Planning Formative Research Message Design Pre-testing Implementation Evaluation & Feedback

Step 1. Listening Background analysis Lit review Review of epidemiological data Interviews w/ key informants & target customers Look at environment Access, availability of resources that affect goal Community support Networking Analyze your resources Staff Budget

Step 2. Planning Defining campaign objective Choose specific goals Define core marketing strategy

Step 2 (cont’d). Planning Once goal has been chosen, or problem area to address, now you are ready to conduct in-depth audience research Qualitative Focus groups w/ audience segments Ascertain audience barriers to goal behavior Find out tastes, media uses, wants, etc. What are differences among segments? What are perceived costs & benefits of target behavior?

Planning (cont’d) Quantitative research Baseline survey enables you to assess baseline indicators of target behavior and attitudes (preferably broken down by stage of behavior change) Later can be used to evaluate campaign’s impact

Step 3. Structuring Analysis Analyze the problem: reconfigure the identified problem as a behavioral or psycho- social goal Analyze media uses Analyze your own resources Strategic plan Clarify goals and objectives Choose mix of media Plan distribution public relations; media partners Map out workplan Internal business plan Plan monitoring & evaluation

Step 3 (cont’d). Structuring: Message and materials development Identify appropriate channels Format Media outlets Messengers Develop effective messages Theories of behavior change Translate audience research into message concepts Production Draft materials using creative energies

Step 4. Pre-testing Recruit sample of target audience Focus group Show draft materials Record responses Revise materials to accommodate audience feedback

Step 5. Implementation Produce messages Distribute Community partners Obtain paid or free media Generate publicity Monitor success Message production & distribution Audience response Community response Cycle feedback into production & plan

Step 6. Monitoring: Evaluation & feedback Choose evaluation indicators Choose methods Data from existing sources Pre-test/post-test comparisons Tracking data (e.g., hotline or client records) Use control groups (field experiment) Analyze & write up results