10-step promotion program slides for facilitators guide for use with the 10-step promotion toolkit...
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10-Step Promotion Program
Slides for Facilitator’s Guide
For Use with the 10-Step Promotion Toolkit(Revised September 2011)
What is Promotion?
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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.
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Why Promote?
Company Perspective:• Increase revenue• Increase performance
Consumer/Community Perspective:• Decrease diseases• Reduce environmental hazards
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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
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Requirements for Promotion
• Infrastructure, Products and Service Improvements• Appropriate Promotional Approach• Supportive Environment
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Appropriate Promotional Approaches
Infrastructure, Products, & Services
Supportive Environment
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.
Increasing the Likelihood of Change
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Infrastructure, Products and Service Improvements
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
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Appropriate Promotional Approaches
• Information and education• Behavior change communication• Social marketing• Training• Advocacy• Mobilization
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Supportive Environment
• National policies – water, sanitation, hygiene• Strategies and plans• Institutional strengthening • Organizational capacity building• Financing and funding schemes• Public-private partnerships
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Infrastructure
No Process
Process
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Products
No ProcessProcess
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Service Improvements
No ProcessProcess
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Promotion
No Process
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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!!
For a healthier family,
EMPTY Your Septic Tank Regularly!
Process
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WA
C S
ET
1-D
Feasible Practice
No ProcessProcess
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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
Supportive Environment
CHANGE
10-Step Promotion Toolkit for Water, Sanitation and Hygiene
Overview
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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
10 STEPS
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Promotion Team – Roles and DescriptionsRoles Brief Description
Team Leader Manages and coordinates team and promotion program process (Steps 1 through 10); responsible for focusing initial program ideas and discussions – Step 1 – and maintaining FOCUS throughout.
Research Supervisor Organizes and oversees conduct of research – Step 2.
Behavior Analyst Follows behavior analysis process to lead team to appropriate feasible practice to promote – Step 3.
Change Strategy Supervisor Prepares for and facilitates the development of the Broad Change Strategy and assists with cultivating potential partners – Step 4.
Budgeting/Finance Officer Assists with budgeting process throughout – Steps 2-10
Print Materials Coordinator Oversees and manages the development of all print materials – Steps 5-7
Non-Print Materials Coordinator Oversees and manages the development of all non-print materials and activities – Steps 5-7
Pretest Supervisor Organizes and manages all materials/activities pretest sessions – Step 7
Distribution, Airing, and Activities Manager
Organizes and supervises all agreed upon training, needed distribution and airing and general implementation activities – Step 8
Monitoring Supervisor Organizes and supervises all monitoring activities – Step 9
Evaluation Coordinator Organizes and supervises all evaluation activities – Step 10
Step 1: DEFINE
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Step 1: Outputs
• Product 1: Plan of Action• Product 2: Overview of Research, Part A. Research
Background
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Plan of Action Timeframe
Steps to be CompletedMonth
(Total Months = 8-12)
Level of Effort(Total Days=
80-110)
ORGANIZE: Select team members, organize team and review toolkitMonth 1
4-5 days
STEP 1: DEFINE problem, potential audiences and ideal behaviors 5 days
STEP 2: GATHER needed information Month 2 21-28 days
STEP 3: FOCUS on one feasible practice for one audience and problem
Month 3
5 days
STEP 4: STRATEGIZE long-term change goal, objectives, and impact 5 days
STEP 5: PLAN short-term promotion plan 5 days
STEP 6: CREATE promotional materials and activitiesMonth 4
5-10 days
STEP 7: PRETEST and finalize materials and activities 15-21 days
STEP 8: IMPLEMENT the promotion campaignMonths 5-12
5 days
STEP 9: MONITOR promotion process and outcomes 2-3 days per month
STEP 10: EVALUATE promotion outcomes and improve Months 6 and 11 5-10 days
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Promotion Program using FOUR, Facilitated, Guiding Workshops over 12 months
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7
Month 1 Month 2-3 Month 4 Month 5 Month 6 Month 7-11
Month 12
Workshop 1
FIELDWORK
Workshop 2
FIELDWORK
Workshop 3 FIELD WORK
Workshop 4
2-day workshop
4-day workshop
3-day workshop
3-day workshop
INTRODUCE, DEFINE, AND GATHER
Finalize the team and complete Step 2 Research and Summarize Data/Information Collected
FOCUS, DESIGN, AND DEVELOP
Complete Step 6 Development and Step 7 Pretest and Finalize materials/activities
ORGANIZE IMPLEMENT
Rollout activities, monitor and conduct “final” evaluation – completing Step 8, Step 9 and Step 10
PRESENT EVALUATION RESULTS AND MOVE FORWARD
Complete Organize the Team, Step 1 and Start Step 2
Complete Steps 3-5, Start 6, and Train on Step 7
Complete Step 8 budget, planning for launch, etc. and Step 9
Present results from Step 10
Provide additional “out-of-workshop” sessions as appropriate
Provide additional “out-of-workshop” sessions as appropriate
Provide additional “out-of-workshop” sessions as appropriate
Provide additional “out-of-workshop” sessions as appropriate
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Promotion Program using THREE, Facilitated, Guiding Workshops over 8 months
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
Month 1 Month 2-3 Month 4 Month 5-7 Month 8
Workshop 1 FIELDWORK Workshop 2 FIELDWORK Workshop 3
2-day workshop 5-day workshop 3-day workshop
INTRODUCE, DEFINE, AND GATHER
Finalize the team and complete Step 2 Research and Summarize Data/Information Collected
FOCUS, DESIGN, DEVELOP, ORGANIZE IMPLEMENTATION
Complete Step 7 Pretest and Finalize materials/activitiesANDRollout activities, monitor and conduct “final” evaluation – completing Step 8, Step 9 and Step 10
PRESENT EVALUATION RESULTS AND MOVE FORWARD
Complete Organize the Team, Step 1 and Start Step 2
Complete Steps 3-6,Train on Step 7, Complete Step 8 budget, planning for launch, etc. and Step 9
Present results from Step 10
Provide additional “out-of-workshop” sessions as appropriate
Provide additional “out-of-workshop” sessions as appropriate
Provide additional “out-of-workshop” sessions as appropriate
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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
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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
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Potential Audiences
Who is directly affected by the problem
identified?
Who is/might have been directly involved in the origins of the problem?
What groups might be useful in solving this
problem?
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Behavior
Ideal Behavior:• Best, in an ideal world• Corresponds to international standards
Feasible Practice:• Most doable• Reflects international standards, but corresponds to local
context
Step 2: GATHER
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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
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Consumer Factors to Understand - AIM
Ability Influence Motivation
1. Knowledge2. Social Support3. Skills4. Confidence in
Ability
1. Availability2. Characteristics3. Appeals4. Social Norm
1. Attitudes and Beliefs
2. Intention3. Expectations4. Threat5. Willingness and
Ability to Pay
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Requirements
• Infrastructure, Products and Service Improvements• Appropriate Promotional Approach• Supportive Environment
Infrastructure, Products, and
Service Improvements
Promotional Approaches
Supportive Environment
CHANGE
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Factors of the Requirements to Understand
Infrastructure, Products and
Service Improvements
Promotion Supportive Environment
•Actual product use•Existing services•Existing infrastructure•Existing products•Costs of services and products•Capacity of providers
• Actual hygiene practices
• Existing hygiene promoters
• Training materials available
• Capacity of promoters
• Existing materials
• Existing capacities to implement strategy
• Financing options• Policies• Key supporting
players
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Organizing the Research
1. Select research methods – at least 1 quantitative and 1 qualitative method – 3 methods maximum
2. Choose research audiences
3. Determine research sample sizes
4. Develop initial research budget
5. Consider outsourcing
6. Develop research instruments for methods selected
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Characteristics of Research
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
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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
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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
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Developing Research Questions from Gaps Identified – Skills – Question: What is the present capacity of providers and promoters?
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)
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Differences between Quantitative and Qualitative Research Collection
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
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Skills Needed to Collect Information
• Use appropriate body language• Begin and end well• Ask questions• Explore answers• Reflect and resume
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Basics of Summarizing Data
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 only when 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
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)
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Sample Summary of Key FindingsKEY FINDINGS SUMMARY
Priority Focus: Septic Tank Desludging for fee
Date: April 2010
Research Audience: Male Heads of Households in Manila, Philippines
Type of Research: Quantitative (86 surveys) Qualitative (30 in-depth interviews)
Current Actual Practices
Ability Influence Motivation Communication
80% desludge every 7-8 years
65% report septic tank overflows
23% use “chemical treatment” to desludge
34% observed households emitted foul odor around tank area
Substantial awareness of need to empty tank
Inadequate knowledge on when and how to desludging
22% could cite a desludge service
33% were aware that the local utility provided desludge services
Most stated that their neighbors don’t desludge “either”
Most felt that “desludging” was too expensive to do often
Many stated they would desludge more regularly if it was easy and affordable
82% cited “improved health” as reason to desludge
45% like radio 32% like TV 87% like to talk to
and learn from neighbors
23% read newspapers
Most stated they preferred personal contact over mass media
Step 3: FOCUS
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Step 3: Outputs
• Product 3: Behavior Analysis
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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
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Redefined Problem StatementPriority Area in Which Work(PRIORITY
AREA)
What happens?PROBLEM
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 its most important consequences?
RESULT
New Decisions based on Research:
FINAL Problem Statement:
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Two Priority Causes
Causes Why does this Problem
happen?
Prioritize based on:
Importance to
Audience
Importance to
Agency
Value to Audienc
e
Value to
Agency
TOTAL
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Audience Segmentation
• Differing perspectives• Different characteristics• Different experiences• Different needs, wants, desires• Differing attitudes and beliefs
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Audience Types
• Primary audience, at whom the feasible practice is targeted;
• Secondary audiences, with whom the promotion works to assist the primary audience in adopting the feasible practice; and
• Tertiary audiences, with whom the promotion shares the work for approval, assistance, policy direction, etc.
Possible Characteristic Categories for Primary Audience Segmentation
1. Gender2. Marital Status3. Age Range4. Family Size5. Customer-type6. Age of Children7. Location-type8. Housing-type9. Education 10. Income-level
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Behavior
Ideal Behavior:• Best, in an ideal world• Corresponds to international standards
Feasible Practice:• Most doable• Reflects international standards, but corresponds to local
context
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Turning Focused Causes into a Feasible Practice
Focused Cause Reworded as Feasible Practice
Example: (CAUSE) Broken, blocked pipes (RESULT) sewerage flooding onto streets and into homes
- Install new pipes OR- Repair blocked pipes
Cause 1:
Cause 2:
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Behavior Change – What and How
Since a program wants to turn intention into action, it must ensure that it understands the following:
• What competing concerns its audience has. “What other behavior changes are they facing/being encouraged to adopt?”
• How its audience perceives the result of the behavior being recommended. “Is it a reward?”
• What value the audience places on that result. “Is it worth it?” • How the program makes its desired behavior change a
"worthwhile reward." “What incentives does the audience need/want?”
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Purpose of Promotion
The PURPOSE of promotion is to bring about change.
While it might be necessary to raise awareness, inform and educate, motivate and persuade BEFORE an action or new practice will be adopted, the ultimate goal of any promotion should be to bring about the adoption of this action or new practice and to sustain the use of the practice
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Seven Behavior Change Stages
1. Awareness
2. Knowledge
3. Encouragement
4. Intention
5. Action
6. Evaluation
7. Reinforcement
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Current Practices - Sample
• Majority wash hands daily• About one quarter use soap to wash hands• Most wash hands after using the toilet• Some wash before eating• Few purchase handwashing soap weekly
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Promotion Approaches
Approach Purpose
Information and Education Raise AwarenessInform and Educate
Behavior Change Communication Raise AwarenessInform and EducatePersuadeTrigger Action
Social Marketing Raise AwarenessInform and EducatePersuadeTrigger Action
Training Inform and Educate
Advocacy Inform and EducatePersuade
Mobilization Raise AwarenessInform and EducateTrigger Action
Step 4: STRATEGIZE
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Step 4: Outputs
• Product 4: Broad Change Strategy• Product 6: Budget, Part A. Overall Budgets, (1)
Strategy
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Strategy vs. Plan
Strategy:• developed to achieve an overall goal • big picture and can cover three, five or even ten years of
activities• phased approach with multiple, small efforts carried out over a
long period of time • made up of smaller plans that allow program teams to
accomplish the different activities of a strategy.
Plans:• types – monitoring and
evaluation, promotion, implementation, media
• specific actions to undertake to accomplish the objectives (thus achieving the strategy goal)
• practical application of the strategy
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Necessity of Both a Strategy and Plans
• The strategy tells you where to go from here.• The plans tell you how to get there.
You cannot have plans without a strategy. And a strategy without plans is a waste
of time.
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Requirements for Promotion
• Infrastructure, Products and Service Improvements• Appropriate Promotional Approach• Supportive Environment
67
Appropriate Promotional Approaches
Infrastructure, Products, & Services
Supportive Environment
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.
Increasing the Likelihood of Change
68
Infrastructure, Products and Service Improvements
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
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Supportive Environment
• National policies – water, sanitation, hygiene• Strategies and plans• Institutional strengthening • Organizational capacity building• Financing and funding schemes• Public-private partnerships
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What is a Goal?
A goal is a statement describing what the organization or agency wishes to achieve over a longer timeframe (3
to 10 years).
The goal corresponds directly to the impact a program wishes to have.
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Example Goals
• By 2010, improve sanitation and hygiene for 400,000 urban household members in traditional and informal housing settlements - 175,000 persons in Lilongwe and 225,000 persons in Blantyre (approximately 75,000 households).
• Over five years, ECO-Asia intends to strengthen access to sewerage desludging services for public sewerage utilities customers in five Asian countries.
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Detailing a Goal
Organization Name
Action to Take
Focus Area
Audience Timeframe
Write organization name here
Include this phrase
Circle the verb that best matches the broad action to be taken
Write in the priority focus area identified Step 1, Activity 1.2
Choose one and circle
Write in the broad audience(s) identified in Step 1, Activity 1.4
Choose one and circle:
intends to
StrengthenFosterExpandEnhanceAugmentImproveHeightenEncourageExtend
forwithbyof
in 3 yearsin 5 yearsin 10 years
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SMART Objectives
• Specify a single audience• Specify expected changes in behavior of the
audience• List criteria against which success can be judged • Provide a specific end point which determines that
the objective has been met• Describe expected results in measurable and
observable terms• Be specific and precise
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Sample SMART Objectives
• By 2010, increase the percentage of household members washing their hands with soap after using the toilet from a reported 20% to an observed 45%
• By 2010, double the number of observed household members who daily wash their hands with soap before eating
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Sample SMART Objectives by year
• By 2012, increase by 30% the number of mothers with children under five who use piped water in wards 2 and 4
• By 2013, increase by 35% the number of mothers with children under five who use piped water in wards 1, 3, and 5
• By 2014, increase by 40% the number of mothers with children under five who use piped water in wads 6, 7, and 8
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Partner Types
1. Technical assistance2. Training3. Financing4. Outreach5. Services and Delivery6. Transportation7. Storage8. Distribution9. Other?
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Possible Partners for Our Strategy and Promotion
Intervention Area 1:Access to
Infrastructure and Products and
Service Improvements
Intervention Area 2:Promotion
Intervention Area 3:
Supportive Environment
• World Bank (construction)
• UNICEF (training) • Ministry of Health (policy revision)
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Sample Impact Indicators
• % increase in the improved level of water quality• % decrease in wastewater seepage to groundwater• % decrease in number of deaths in children under
five due to diarrheal disease• % decrease in the number of days of work missed
due to diarrheal diseases• % reduction in pollutants• % of population using hygienic sanitation facilities• % increase in quantity of water used per capita per
day
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Strategy Budget - General
• Infrastructure, Products, Service Improvements• Supportive Environment Activities• Staffing and Personnel• Monitoring and Evaluation• Promotion• Implementation
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Line Item Specifics – for Overarching Strategy
1. Outside Evaluators
2. Supplies and Equipment
3. Site Rentals
4. Transportation and Travel
5. Refreshments
6. Press Kit
7. Training
8. Launch
9. Monitoring
10.Marketing
11. Advocacy
12.Direct Costs
13.Overhead
Step 5: PLAN
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Step 5: Outputs
• Product 5: Promotion Brief, Part A. Creative Brief• 1-2 additional Parts of Product 5: Promotion Plan
Part B. Marketing Tactics Part C. Training Directions Part D. Advocacy Techniques Part E. Mobilization Schemes
• Product 6: Budget, Part A. Overall Budgets, (2) Promotion Plan and Part B. Promotion-Specific Budgets
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In-Common Components1. Refined Problem Statement2. Primary Audience3. Secondary and Tertiary Audiences4. Feasible Practice5. Motivators6. Barriers7. Promotion Approaches8. Key Promise and Message9. Objectives10. Tone11. Media Channels12. Creative Considerations13. Mandatories
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Key Promise and Message Examples
Key Promise (Appeal) - WHY Key Message (Practice) - WHAT
For the health of your children, Be respected, Life is simple, life is good - Protect your children -
tomorrow’s leaders Respect begins at home - Easy access - reasonably
priced, Lead the way, Have a positive impact – Be the future
Popular Product Sales: Make believe Just do it Let’s do amazing Live young
wash your hands with soap after using the toilet
desludge regularlysafely drink your water straight from the
tapwash your hands with soapdispose of your garbage in provided
garbage containersconnect your home to central water todayconnect todayclean your yardgo green today
Product:SonyNikeHPEvian bottled water
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Seven Behavior Change Stages-Which is our audience’s?
1. Awareness
2. Knowledge
3. Encouragement
4. Intention
5. Action
6. Evaluation
7. Reinforcement
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SMART
• Specific• Measurable• Achievable• Realistic• Timely
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Objective Examples for Water Supply
Behavior Stages Water
Awareness-Is Aware
Increase ##% of parents who report that clear water does not mean it is safe for drinking from ##% to ##%
Knowledge-Knows Double ##% of fathers who can cite the cost of connecting
Encouragement-Is Encouraged
Double the ##% of fathers who state that having a household water connection is safer for their wives than fetching water from a stand post
Intention-Intends to Try
Double the ##% of mothers who state that they intend to save money for a water connection
Behavior Stages Water
ACTION-Has Tried[Action Objectives are the strategy objectives for the year in which the promotion is to take place]
Triple the ##% of household water connections Increase the ##% of mothers who discontinue use of land water sources from ##% to ##%
Evaluation-Has Evaluated
Triple the ##% of community members who state that piped water is (1) safe for drinking, (2) is regularly tested, and (3) works when no electricity
Reinforcement-Is Reinforced
Increase the ##% of women who tell their friends that they have safer, cleaner drinking water from piped water from ##% to ##%
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Designing Promotion-Specific ObjectivesWrite in from Product 3: Behavior Analysis Determine:
Feasible Practice to Promote
TargetAudience
Stage Specific Measurable Achievable Realistic Timely
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Tone of Promotion
Types of Tone1. Emotional2. Rational3. Positive4. Mass5. Individual6. Humorous7. Serious8. Direct Argument9. Indirect Argument10. Repetitive Appeal
11. One-Time Appeal12. One-Sided13. Balanced
14. Didactic15. Discussion16. Authoritative17. Peer
Description1. Attracts attention, elicits an emotional response2. Convinces audience through facts3. Suggests control, hope, and action4. Is group appeal, everybody else is doing it5. Appeals to one person and his/her uniqueness6. Helps attract favorable attention and increase recall7. Communicates the grave nature of an issue8. Points to a certain conclusion by stating it frankly9. Points to a certain conclusion without explicitly stating it10. Repeats the message in many ways at many times. Increases the amount of information an audience
can remember11. Holds a “day” or event to present the appeal once12. Presents only one viewpoint on a case13. Presents both sides of a case and allows audience to make own decision14. Presents straightforward case15. Allows for presentation of arguments16. Commands that an action be taken17. Appeals to those with demographics in common
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Types of Media
1. Print
2. Non-print
3. Traditional
4. Interpersonal
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Approach-Specific Components
Part B. Marketing Tactics
Part C. Training Direction
Part D. Advocacy
Techniques
Part E. Mobilization Schemes
A. ProductsB. ProvidersC. PersuasionD. PricingE. PackagingF. Place
I. (1) Topics and (2) Skills
II. PurposeIII. MaterialsIV. Timeframe
i. What do they need to hear?
ii. From whom do they need to hear it?
iii. How can the point best be made?
a. Activitiesb. Purposec. Rolesd. Needse. Phase
Step 6: DEVELOP
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Step 6: Outputs
• All draft materials and/or activities ready to pretest
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Effective Communication – 4 Basics
• Message• Sender• Channel• Audience
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Elements of Creativity
1. Establish a Personality
2. Position Clearly
3. Feature the Most Compelling Benefit
4. Break the Pattern
5. Generate trust
6. Appeal to both the heart and the head
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Creativity and Inventiveness
Creativity• New• Unconventional
Inventiveness• Resourceful• Imagination
97
Examples of Inventiveness Worldwide
1. Vietnam2. Madagascar3. Kyrgyzstan 4. Morocco5. Senegal 6. Kazakhstan7. Philippines8. India9. Pakistan
1. “hand” fan with handwashing instructions and message
2. life-size puppets to demonstrate proper latrine use and maintenance
3. 30-second water supply spot with the sound of running water in the background
4. brochure on septic tank use and installation in the shape of the local, promoted septic tank
5. hand and soap costumes and handwashing skits looking like two hands and a bar of soap
6. sanitation TV series shot through an open toilet seat
7. laminated leaflet in the shape of a porcelain toilet seat
8. bar soap shaped erasers to remind students to wash their hands
9. handwashing danglers for youth cell phones
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Rules for Print
Design/Layout• Present only one message per illustration• Leave plenty of white space.• Arrange messages in logical sequence• Use illustrations to support the text
Text• Use simple language in audience vocabulary• Repeat the KEY message
Illustrations/Photographs• Use appropriate colors• Use familiar images• Use simple illustrations • Illustrate objects in scale and in context• Use appropriate symbols and styles• Use a positive approach – show what you want them to do
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Guidelines for Non-Print, Interpersonal, Traditional
1. Present one idea
2. Use credible source
3. Break the mold
4. Touch the heart as well as the mind of the listener
5. Stretch the listener's/viewer’s/participant’s imagination
6. Write for the ear
7. Write to the individual
8. Ask audience members to take action
9. Provide consistency
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Making Best Use of Space
• Simplify the illustration, photo or images • Present one idea per page• Leave white space• Put objects in scale and in context • Order illustrations, photos or images in a way that people can easily
read • Make pictures large enough for people to see. • Limit the size and length
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What to Include on a Storyboard
• KEY Promise and Message – at least once• Mandatories• Visual Description• Basic Content• Location in/on Material/Activity
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Good Content is/should:
• Directed toward the objective • Clear to the audience• Compatible with capabilities of the audience• Specific• Accurate• Appropriate to the media• Attractive to the audience• Applicable• Action-oriented• Simple• Consistent
• Address barriers in a positive manner.• Reinforce motivators.• Make illustrations “talk.”• Use few words.• Stick to the ESSENTIALS.
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Simplify, simplify, simplify
Before:• We want you to go to the store when you can so that you
can buy soap to wash your hands. (21 words)• You should desludge when your septic tank is fill so that it
does not overflow. (15 words)
After:• Buy handwashing soap every time you go to the store. (10
words)
• Desludge a filled septic tank. (5 words)
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Preparing Visuals
• Stage photos if necessary • Keep the flow simple and straightforward• Tell ONLY the story told in the written content• Try color AND black and white before deciding which to use
Ask the following questions:1. Do the visuals tell the story WITHOUT the written content? [To the
extent possible, you want to be able to answer “yes” to this question.]2. How can the visuals reinforce the written content?3. How can the visuals accurately portray the feasible practice being
promoted?
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Staged Photos
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Why We Need a Promotion-Specific Logo?
1. Would a promotion key promise logo strengthen the effort? How? Why?
2. Will it improve understanding of our Key Promise? How? Why?
3. What are the “places” (materials, signs, banners, etc.) where we could display this logo? Will this help promote our effort? How? Why?
Step 7: PRETEST
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Step 7: Outputs
• Product 6: Budget, Part A. Overall Budgets, (2) Promotion Plan revisions and (4) Pretest
• Product 7: Media Plan• All FINALIZED Promotion Materials and Activities
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Pretest Basics
1. What is the objective of pretesting?
2. What are the methods of pretesting?
3. What methods should we use?
4. With whom should we conduct pretests?
5. How many pretests should we conduct?
6. Are the second and third rounds of pretest essential?
7. How long should the pretest process take?
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Pretest Composition and Team Roles
• Two-person teams – one interviewer/facilitator and one note taker
• For BOTH individual and group pretests of materials and activities
• Unbiased and objective about the materials and activities
Interviewer/Facilitator Note taker
Asks questions from pretest guide Ensures that note taker has recorded important
points using agreed upon silent method Passes around materials Organizes the room/space/site for the session Makes the individual/group feel comfortable Encourages all to speak without judging responses
Records short, concise responses to questions on Pretest Recording form
Organizes all equipment needed for pretest session
Starts and stops cassette/DVD player, TV as needed
Remains quiet throughout the session
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Pretest Specifics to Remember
• Select 6-10 persons to conduct pretests, put into teams of two persons, and assign team roles.
• Train and practice conducting pretests among the group for both materials and activities using both individual and group methods.
• Remember pretest teams need to be thoroughly familiarized with the purpose and intent of each piece they are to pretest so that they can explain each as directed during the pretest sessions.
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Objective of a Pretest
At least 80% of the target audience find the material understandable, acceptable, and appropriate and are inspired by the material or activity to try and to adopt the promoted feasible practiced
if you pretest with 20 persons at least 16 of them need to :• Find the piece interesting - Attractive• Understand the message and promise - Comprehensible • Find the piece compatible with cultural norms - Acceptable • Feel that the piece is directed to them – Identifiable• Agree to try the feasible practice promoted - Motivational
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Helpfulness of an Analysis Tool
• Tabulate total possible response of respondents in numbers and percentages.
• Compare the results with established criteria for success.
• Look for patterns across photo/text pieces.• Compare results with original promotion program
objectives.• Decide whether to recommend changes or to keep it
“AS IS.”
Media Plan
• itemizes the specific details of the media to take place• allows the person coordinating and supervising the media
activities to stay focused on the media distribution, airing, and logistics
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Media Plan Components
1. Budget
2. Production
3. Timing
4. Logistics
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Allowable Changes to Final Materials
• Punctuation • Spelling • Grammar • Logos • Dates • Translation
Step 8: IMPLEMENT
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Step 8: Outputs
• REVISED Product 6: Budget, Part A. Overall Budgets, (1) Strategy and (2) Promotion Plan and Part B. Promotion-Specific Budgets
• Product 8: Implementation Plan
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Implementation Considerations
Implementation takes into consideration three main issues: • (1) logistics, • (2) media, and • (3) supplies.
This means assuring that the timing has been discussed and agreed upon; that one person has been assigned responsibility for each issue area; and that “activities happen at the right time, with the right people, in the right places.”
Implementation Plan
• details activities such launching, training, and monitoring and supervision
• allows the program team to oversee the roll out and conduct of all activities
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Implementation Guidelines
All monitoring activities should be included on this implementation plan.
Supervision and monitoring activities can be combined into one visit each time
Periodic adjustments to this plan might be required due to circumstances beyond your control, BE FLEXIBLE.
Add new activities or tasks as agreed upon as they happen to ensure that the implementation plan is always up-to-date.
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Non-Print Airing
NON-PRINT materials must be aired on time – day of the week and time of the day – on the stations agreed upon
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Print Distribution and Storage
Distribution:• Develop a distribution system to include:
name of materials number of copies site for delivery date of delivery transportation to be used
• Arrange with printers to package materials in “needed number of copies”-size boxes
Storage - If some materials are to be stored until they are distributed:
• Estimate: size of space needed Length of time space needed Times – when and how many – the space will need to be accessed
• Contact possible storage facilities for prices and specifics.
PRINT materials must be distributed on time to the right places and the right people.
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Purpose of a Launch
• Provide the initial momentum for any promotion effort
• Inspire those involved to pursue a common goal • Share with partners, the community, and others what
you hope to achieve with your promotion effort, who you intend to reach, etc.
• Ensure that the target audience you plan to reach is prepared
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What is Enough?
• A launch can be big, medium or small. • Purpose is to share with those involved and ignite that initial
momentum. • This can be done with a 2-hour meeting, a 2-hour press
conference, a ½-day event, a “Day,” or even a week-long series of activities.
• It can be as big or as small as you can organize and afford.
“Do what you can do with what you have, but do it well!”
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Sample Launch Formats
• 2-hour meeting • 2-hour press conference• ½-day event• “Day” event• Week-long series of activities• Others? What are you thinking?
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Launch Requirements
• Space• Invitations• Supplies• Equipment• Preparation Level of Effort (LOE)• Refreshments • Budget
• Materials – The only materials that should be distributed are those that were developed for your promotion effort. A brochure on your organization can be included, but only if it does not conflict with the Key Promise and Key Message of your Promotion Plan. Typically, the only type of “new” material that is added might be a pen, key chain, banner and/or folder with the Key Promise and Key Message. However, these as well MUST reflect the Promotion Plan.
Step 9: MONITOR
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Step 9: Outputs
• Product 9: Monitoring and Evaluation Plan
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Monitoring and Evaluation – How do they differ?
MonitoringAnswers these questions:• What is happening to the delivery
system/training?• Why is it happening? (flaws, gaps)• What are the interim effects? (in the primary
audience, in the personnel, in the service)• How can it be fixed, corrected, redesigned?Purposes:• Correct, reorient, or redesign delivery
systems.• Readjust strategy and messages. Schedule:• Monitoring begins as soon as possible, when
a plan is implemented and continues through the promotion.
• Data collection is periodic and frequent, at preset intervals or when the occasion permits it.
• Data are analyzed as needed and used immediately for program correction.
EvaluationAnswers these questions:• What happened as a result of the promotion?• What behavior changes took place?• What portion of the primary audience adopted the
new feasible practice? Why did they adopt it?• What was the impact? (if program was more than
one year of implementation)Purposes:• Determine the level of behavior adoption • Demonstrate the impact of program (if more than
one year of implementation)
Schedule:• Evaluation happens at least ONCE – at the end of
the promotion, but often TWICE – at the halfway point (interim) and at the end (final).
• Data collection is planned to allow sufficient time for intervention impact to take place.
• Data are analyzed and compared against the baseline established during promotion research.
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Types of Monitoring and Evaluation
• Process• Outcome
• Impact
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Sample Process and Outcome Indicators
PROCESS - Process indicators assess how well a program is being implemented. For example:• Training conducted - number of trainings
fully completed, number of personnel trained, number of personnel certified
• Activities conducted - number of activities fully carried out, percentage of primary audience participation at these activities
• Distribution of materials - number of materials distributed/aired [where, when, and according to plan]
• Distribution/purchase of products required - number of products distributed/purchased [where, when, and according to plan]
OUTCOME - Outcome indicators assess a change in something due to the promotion program. For example:• Awareness - percentage who can cite handwashing
with soap as an important personal hygiene practice• Knowledge - number who can name the five critical
times to wash your hands• Encouragement - percentage who state that
handwashing with soap is vital means to reduce diarrhea
• Intention – percentage who state that they plan to wash their hands regularly with soap
• Trial – percentage who demonstrate the ability to wash their hands properly (properly being well-defined) or percentage who report or are observed washing their hands with soap after defecation
• Evaluation – percentage who state that now that they wash their hands with soap their children are healthier
• Reinforcement – percentage who are recommending washing hands with soap to their friends
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Monitoring Collection Tool Reminders
• Remember methods you are using to collect information• Write Outcome and Process indicators at the top to remind
you of what you are monitoring• Develop ONE form not exceed four pages.• Include instructions for the use of each section of the monitoring
tool directly above each section.• Include the following information at the top of every monitoring
form completed: Program Title Program Timeframe Name of Monitor Date of Monitoring Form completion Location of Monitoring
Step 10: EVALUATE
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Step 10: Outputs
• Product 6: Budget, Part A. Overall Budgets, (5) Evaluation
• Product 10: Suggested Promotion Program Changes
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Why Evaluate?
An evaluation answers the following questions:• What happened as a result of the promotion?• What behavior changes took place?• What portion of the primary audience adopted the new feasible
practice? Why did they adopt it?• What was the impact? (if the length of the program was more
than one year)
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Outside Evaluator - Terms of Reference Considerations
Ask them:• Why are they the best choice?• What is their background in topic?• How would they approach the evaluation?• What changes/adaptation would they recommended to provided information
(About the Work to be Done List)?• Who would actually conduct the work (and provide resumes)?
Deliverables:• Final Report (maximum 30 pages)• Slide Presentation (optional)
Provide about the Work to be done:• Clear timeframe and dates for 1 or 2 evaluations• Maximum budget amount• Budget Template• Key Findings Summary• Behavior Analysis • Promotion Plan• Monitoring and Evaluation Plan • Suggested Evaluation Methods and Possible Questions• Suggested Evaluation Report Outline• Draft Evaluation Instruments
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Success Stories – Ways and Means
• Hold a community event• Hold a series of community meetings in target areas• Write 1, 30-second radio announcement about one success and
pass to the local station for free public service announcement airing
• Write 2 short columns on two successes for the local newspaper and have it published
• Interview one team member on another success and have it played on the TV or radio
• Prepare a newsletter article and send it out via email to all involved promotion program partners
• Hold a press conference
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The Way Forward
• Correct present program?• Continue to the next phase?• Begin a new promotion program?• Finished for the time being?