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Section B

Section B. Development, Implementation, and Evaluation. Step 3: Development and Testing. How will we get there? Combines science and art Builds from analysis and strategic design. Image source: adapted by CTLT from the Johns Hopkins Center for Communication Programs (CCP). (2007).

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Section B

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  1. Section B Development, Implementation, and Evaluation

  2. Step 3: Development and Testing • How will we get there? • Combines science and art • Builds from analysis and strategic design Image source: adapted by CTLT from the Johns Hopkins Center for Communication Programs (CCP). (2007).

  3. The Seven C’s of Effective Communication • Command attention • Clarify the message • Communicate a benefit • Consistency counts • Cater to the heart and head • Create trust • Call to action

  4. All Messages Stem from the Communication Strategy • Focus of messages will be on strategy (effectiveness) • Ensures consistency of messages (avoid confusion) • Ensures continuity and cohesion of messages (building) • All related groups speak in one voice (control)

  5. Get Good Help • Subcontract with an advertising agency and a research group if necessary • Share your communication strategy with your stakeholders, partners, and contractors to ensure they know what kind of message you are looking for, what kind of objective you are trying to achieve, and the audience you are trying to communicate with

  6. Pretest all Message Concepts and Material Mock-Ups • Purpose of pretesting • Ensure clarity of message • Avoid offending or confusing • Understand audience reaction to the material

  7. Don’t Forget Pretesting! • Draft TV spot • Revised as a result of pretesting Images source: Center for Communication Programs.

  8. Pretesting: Indonesia Images source: Center for Communication Programs.

  9. Example: “Talk. They’ll Listen.” Images source: Philip Morris, USA. (2007).

  10. Pretesting Suggestions • Pretest with the intended audience for your material • Focus less on if the audience “likes” it; focus more on “how they understand and accept” it • Avoid “quantitative” analysis of “qualitative” findings • Pretest entire campaign concepts that carry through individual materials as one way of reducing mistakes and testing later • After pretesting comes revision…and more testing

  11. Step 4: Implementation and Monitoring • What will we do? • Where the rubber hits the road • Includes mid-course corrections Image source: adapted by CTLT from the Johns Hopkins Center for Communication Programs (CCP). (2007).

  12. Implementation and Monitoring • Messages and materials are produced, disseminated, and monitored • Information and feedback refines and shapes next steps • Key steps • Production • Fielding/launching • Monitoring

  13. Production • Use high-quality production values • As good as your competition—for example, the tobacco ads • Implement at scale • TV and radio ads must be aired frequently and for months • Entertainment-education must be shown on a popular channel at a time when your audience watches TV • Plan to have your materials ready before you need them • Leave time for unexpected problems

  14. Fielding and Launching • Orient people who you expect to use your materials • Link timing to other programs, services, and events to help carry your messages • Use events (World No Tobacco Day, etc.) to gain momentum as part of a larger campaign

  15. Monitoring • Have a system for gathering data • Media monitoring • Quit-line calls • Levels of exposure • Content analyses • Perform small, qualitative studies of effect soon after launch to catch trouble early • Use monitoring to make adjustments and improvements

  16. Step 5: Evaluation and Replanning • How well did we do…and why? • How will we know if we are succeeding? • Did the program achieve the objectives? • What have we learned for the next round? Image source: adapted by CTLT from the Johns Hopkins Center for Communication Programs (CCP). (2007).

  17. Why Spend Money on Evaluation? • To learn from it and improve • To prove that your intervention worked…or didn’t • To learn “why” things worked the way they did • To use good results to leverage more support

  18. Key Steps • Measure outcomes and assess impact • Based on objectives in strategy • Disseminate results and lessons learned • Determine future needs • Revise and redesign the program

  19. Hallmarks of Good Evaluation • Clear thinking • Profound learning • Corrective action

  20. The Simple Secret • The simple secret to designing and implementing communication programs is to ask, “Why?”

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