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