week three
Post on 26-Jan-2015
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Accelerating Innovation Implementation
Week 3: Identifying the Target Audience
Accelerating Innovation Implementation
You Will Be Able to…
• Define the terms commercialization, integration, implementation plan.
• Differentiate between a communication plan and a marketing plan.
• Define the term target audience.
• Create a description of the target audience for your innovation.
C-2
Accelerating Innovation Implementation
Plan Components
Implementation Plan
Marketing Commercialization Integration
C-3
Accelerating Innovation Implementation
Communication v. Marketing
Desire
Conviction
Comprehension
Awareness
Action
C-4
Accelerating Innovation Implementation
Establishing a Project Goal
Why is this the first step towards building the right implementation team?
C-5
Accelerating Innovation Implementation
Defining the Target Audience
Accelerating Innovation Implementation
You Will Be Able to…
• Define the term
−Target Audience
• Create a description of the target audience for your innovation.
C-7
Accelerating Innovation Implementation
Who is the Target Audience?
C-8
Accelerating Innovation Implementation
Identifying a Target Audience
C-9
Accelerating Innovation Implementation
Marketing the Innovation
Lesson C.5
Accelerating Innovation Implementation
You Will Be Able to…
• Define the terms
− Marketing
− Market research
− Marketing strategy
C-11
Accelerating Innovation Implementation
You Will Be Able to…
•Develop for your innovation:
− a market research approach
− list of potential obstacles & opportunities
− marketing strategies
− budget/schedule considerations C-12
Accelerating Innovation Implementation
Implementing Innovation
What needs to be done to make an innovation implementation successful?
How do we define marketing?
C-13
Accelerating Innovation Implementation
Creating a Marketing Plan
Conduct market research
Identify obstacles and opportunities
Establish a marketing strategy
Draft a marketing plan
C-14
Accelerating Innovation Implementation
Conducting Market Research
C-15
Accelerating Innovation Implementation
Conducting Market ResearchDefinition of market researchContents of a market research report
C-16
Accelerating Innovation Implementation
Collecting MR Data
C-17
Accelerating Innovation Implementation
Types of Market Research
C-18
Accelerating Innovation Implementation
Identifying Obstacles and Opportunities
C-19
Accelerating Innovation Implementation
Recognizing Opportunities
C-20
Accelerating Innovation Implementation
Recognizing Obstacles
C-21
Accelerating Innovation Implementation
Establishing a Marketing Strategy
C-22
Accelerating Innovation Implementation
Marketing Strategy Focus
C-23
Accelerating Innovation Implementation
Marketing Tools
C-24
Accelerating Innovation Implementation
Evaluating Your Strategy
C-25
Accelerating Innovation Implementation
Creating a Budget & ScheduleQuestions to ask when creating a budget and schedule:
C-26
Accelerating Innovation Implementation
Impact of Funding Constraints
C-27
Accelerating Innovation Implementation
Marketing Strategy Tips
C-28
Accelerating Innovation Implementation
Drafting a Marketing Plan
C-29
Accelerating Innovation Implementation
Marketing Plan Organization
C-30
Accelerating Innovation Implementation
Determining Commercialization Needs
Lesson C.6
Accelerating Innovation Implementation
Determining Integration Needs
Lesson C.7
Accelerating Innovation Implementation
You Will Be Able to…
• Explain purpose of integration plan.
• Identify strategies to overcome barriers to implementation.
• Determine resources required to mainstream an innovation.
C-33
Accelerating Innovation Implementation
Integration Plan Purpose
Accounts for obstacles and opportunities.
Plans strategies for maximizing opportunities and minimizing obstacles.
Increases likelihood of innovation becoming mainstreamed.
C-34
Accelerating Innovation Implementation
Obstacles & Opportunities
How can we maximize potential opportunities?
How can we minimize potential obstacles?
C-35
Accelerating Innovation Implementation
Integration Plan ConsiderationsWhat should be in the integration plan to make sure the innovation is used correctly and mainstreamed?
C-36
Accelerating Innovation Implementation
Potential Items to Plan
Training
Development of Standards
Monitoring
Technical Support
Staffing
C-37
Accelerating Innovation Implementation
Monitoring Progress & Sharing Success
Lesson C.8
Accelerating Innovation Implementation
You Will Be Able to…
• Define the term
−performance measures
• Develop performance measures that align with implementation plan goals.
C-39
Accelerating Innovation Implementation
Why Monitor Progress?
C-40
Accelerating Innovation Implementation
Performance Measures
What is evaluated?
What types of metrics are used?
What types of performance measurement tools can be used?
C-41
Accelerating Innovation Implementation
Types of Measuring Tools
C-42
Accelerating Innovation Implementation
Planning Your Evaluation
Items to consider for planning:
Budget
Schedule
Staff
Reporting
Responding to results
C-43
Accelerating Innovation Implementation
The Ultimate Goal
Was your implementation successful in terms of …
Scope?
Timeliness?
Effectiveness?
C-44
Accelerating Innovation Implementation
Finalizing Your Implementation Plan
Lesson C.9
Accelerating Innovation Implementation
Final Steps: Review & Submit
C-46
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