10-Step Promotion Program

1. 10-Step Promotion Program Slides for Facilitator’s Guide For Use with the 10-Step Promotion Toolkit (Revised September 2011)

2. What is Promotion?

3. Overview • Purpose of Promotion • Process of Promotion • Requirements of Promotion • What is Promotion?

4. Purpose of Promotion The purpose of promotion is to bring about change.

5. Company Perspective: Increase revenue Increase performance Consumer/Community Perspective: Decrease diseases Reduce environmental hazards Why Promote?

6. Process of Promotion Through a creative, behavior-centered process, promotion is designed and developed that is: • Problem-defined • Research-based • Objective-focused • Consumer-driven • Environment-supported • Services-backed • Strategy-led

7. Requirements for Promotion • Infrastructure, Products and Service Improvements • Appropriate Promotional Approach • Supportive Environment

8. Increasing the Likelihood of Change Appropriate Promotional Approaches Infrastructure, Products, & Services Ensuring that all needed pieces are in place at the same time in the same place, increases, likelihood of behavior change. Maximum potential for change exists here. Supportive Environment

9. Infrastructure: Sewerage treatment plant Water kiosks Water pipes Sewer lines Service Improvements: Extended hours 24/7 hotline Special weekend hours Desludge trucks Products: Septic tanks Water facets Latrines Soap Wash basins Sinks Toilets Water tablets Infrastructure, Products and Service Improvements

10. Appropriate Promotional Approaches • Information and education • Behavior change communication • Social marketing • Training • Advocacy • Mobilization

11. Supportive Environment • National policies – water, sanitation, hygiene • Strategies and plans • Institutional strengthening • Organizational capacity building • Financing and funding schemes • Public-private partnerships

12. Infrastructure Process No Process

13. Products No Process Process

14. Service Improvements No Process Process

15. Promotion No Process

16. For a healthier family, EMPTY Your Septic Tank Regularly! • Emptying is convenient: • Schedule a regular visit with your water district desludge service. • Emptying is affordable. You choose: • Pay once when desludged, up to a maximum of Peso 1500, depending on the size of your septic tank. • Pay monthly an additional Peso 20 with your water bill. CONTACT your water representative at (phone number) and SIGN UP for the septic tank program TODAY!! Process

17. Feasible Practice No Process Process

18. What is Promotion? Promotion brings about and sustains change by ensuring that all needed elements are available at the right time in the right place for the right people. Infrastructure, Products, and Service Improvements Promotional Approaches CHANGE Supportive Environment

19. 10-Step Promotion Toolkit for Water, Sanitation and Hygiene Overview

20. The Toolkit Advantage • Enables users to focus on the essentials • Helps users develop an appropriate and complete promotion package • Assists users in talking with, listening to, and reviewing results with the consumers • Allows users to look at the bigger picture into which their promotion will fit • Guides users through good decision making • Provides users with international best practices and fundamental behavior change principles

21. 10 STEPS

22. Promotion Team – Roles and Descriptions

23. Step 1: DEFINE

24. Step 1: Outputs • Product 1: Plan of Action • Product 2: Overview of Research, Part A. Research Background

25. Plan of Action Timeframe

26. Promotion Program using FOUR, Facilitated, Guiding Workshops over 12 months

27. Promotion Program using THREE, Facilitated, Guiding Workshops over 8 months

28. Importance of Focusing an Effort • Identifies organizational priority – at the moment • Helps to avoid assumptions • Sets the context for the promotion • Ensures resources will be available for the promotion

29. Elements of a Problem Statement • What is the priority area? – FOCUS • What is happening? – PROBLEM/PRACTICE • How much of it happens? – DATA • Where does it happen? – WHERE • When does it happen? – WHEN • To whom does it happen? – AUDIENCE • Why does it happen? – CAUSE • What are the consequences of what is happening? – RESULT

30. Potential Audiences

31. Ideal Behavior: Best, in an ideal world Corresponds to international standards Feasible Practice: Most doable Reflects international standards, but corresponds to local context Behavior

32. Step 2: GATHER

33. Step 2: Outputs • Product 2: Overview of Research, Part B. Research Design and Part C. Research Results • Product 6: Budget, Part A. Overall Budgets, (3) Research

34. Consumer Factors to Understand - AIM

35. Requirements • Infrastructure, Products and Service Improvements • Appropriate Promotional Approach • Supportive Environment Infrastructure, Products, and Service Improvements Promotional Approaches CHANGE Supportive Environment

36. Factors of the Requirements to Understand

37. Organizing the Research • Select research methods – at least 1 quantitative and 1 qualitative method – 3 methods maximum • Choose research audiences • Determine research sample sizes • Develop initial research budget • Consider outsourcing • Develop research instruments for methods selected

38. Quantitative: Answers how many Relationship between variables Numbers and statistics to aggregate, describe, and compare data Broad generalization to a larger population Qualitative: Answers why In-depth study on issues or events through direct quotation, interaction, and observations Exploratory and probing Emotions, perceptions, attitudes, motivators Characteristics of Research

39. Confidence in Research Results Confidence level - represents how often a percentage of the population with the selected characteristics would pick certain answers 90% confidence level means you can be certain that 90% of the time, members of this population would respond in this manner WHAT DO WE WANT? 90% or 85% confidence

40. Considerations for Question Development • What method are you using? • Quantitative, Qualitative, survey, observation, interview… • Who are you talking to? • Appropriate language • How many will you be conducting? • Number of questions to essentials only

41. Quantitative: Who presently provides you with your water? (choices) How did you hear about these services? (choices) How long have you been using these services? (choices) How long do you plan to continue to use these services? (choices) Qualitative: Who presently provides you with your water? (open-ended) What do you think of these services? (open-ended) Why? (probing) How would you change these services? (open-ended) Why? (probing) Developing Research Questions from Gaps Identified – Skills – Question: What is the present capacity of providers and promoters?

42. Quantitative Requires one person Requires good questioning skills and ability to follow questionnaire/survey provided as it is detailed Requires good listening skills Takes 45 minutes to 60 minutes to administer ONE One person can administer up to 6 per day effectively Requires training in familiarization with and use of form Requires ability to take responses as given and not interpret responses Requires due diligence to complete the entire survey and seek appropriate target audience members Qualitative Requires two-persons – one interviewer/facilitator and one note taker Requires good facilitation and/or note taking skills Requires good listening skills Takes 1½ to 2 hours to conduct ONE Team can conduct up to 3 per day effectively Requires training in facilitation and note taking skills Requires ability to be able to synthesize data as discussion is happening Requires flexibility and ability to go with the flow of the discussion/interview Differences between Quantitative and Qualitative Research Collection

43. Skills Needed to Collect Information • Use appropriate body language • Begin and end well • Ask questions • Explore answers • Reflect and resume

44. Quantitative: Compile raw data by characteristic – gender, age, household type, service type, etc. Start with the percentage or number Follow with a short, abbreviated phrase Be consistent in presenting statistics Avoid bar charts/line graphs when bulleted lists will do Compare across characteristics onlywhen essential to understanding Qualitative: Compile raw data by characteristic Start with “qualifiers” like - Lack of, Inadequate, Believes, Seems, Substantial, Positive, Supportive Follow with short, abbreviated phrase Be consistent in presenting statements Make no comparisons across characteristics Compile by ability, influence, motivation Compile by intervention factors only when essential Basics of Summarizing Data

45. PRIORITY Questions to Answer for a KEY Summary Current Practice • What are they actually, currently doing? Ability • How aware is our target audience of the topic or issue? • What do they know? How do they know it? Who/what agency supports this knowledge? • What are they able to do? What is needed? • To what extent do they believe they are capable of carrying out this practice? Influence • To what extent are needed products and services available? Where, by whom? • What characteristics and features of the practice/product/service do they like? In general, what do they like? • In general, what influences them/attracts them? • What is the community around them doing, practicing, and or purchasing? What is presently acceptable? Motivation • How do they feel about the topic and/or what is being proposed? • To what extent do they believe that the topic or practice will change things? • Have they indicated any intention to practice what is being promoted? • What impact do they feel the practice will have? • What risks and/or dangers to they feel will result from practicing what is being promoted? • To what extent have they expressed willingness to pay for practice? • To what extent are they actually able to pay for practice based on current income, expenses, and spending patterns? Communication • What do they cite as their preferred communication channels? (in order of preference)

46. Sample Summary of Key Findings

47. Step 3: FOCUS

48. Step 3: Outputs • Product 3: Behavior Analysis

49. Elements of a Problem Statement • What is the priority area? – FOCUS • What is happening? – PROBLEM/PRACTICE • How much of it happens? – DATA • Where does it happen? – WHERE • When does it happen? – WHEN • To whom does it happen? – AUDIENCE • Why does it happen? – CAUSE • What are the consequences of what is happening? – RESULT

50. Redefined Problem Statement