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Steps to Promotion StrategyMary Joyce for the Open Society Foundations | Istanbul, 2011

5

The 5 Steps

1:Define Goal2:Define Audience3:Find Partners4:Determine Media5:Select Actions

What is the most important PG promotion goal for your organization?

Define Goals

Goals:

Examples

Goals: trainings : PG : patient-friendly

Examples

What audience do you need to reach to achieve that goal?

Define Audience

Goals: trainings : PG : patient-friendlyAudiences:

Examples

Goals: trainings : PG : patient-friendlyAudiences: lawyers : doctors : patients?

Examples

Goals: trainings : downloads : patient-friendlyAudiences: lawyers : doctors : patient groups

Examples

Don’t go it alone. Who do you know that can help you reach your audiences?

Find Allies

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make new partnersStart with audience, then decide what partners you need

Goals: trainings : PG : patient-friendlyAudiences: lawyers : doctors : patient groupsPartners:

Examples

Goals: trainings : PG : patient-friendlyAudiences: lawyers : doctors : patient groupsPartners: professional organizations : NGOs : working group members : journalists

Examples

How will these allies help you reach your audience?

Determine Media

media

audience’s

ATTENTION

partner’s ACCESS

Determine Media

What media for:•IDU?•PalliativeCare?•HIV/AIDS?•Sex Worker?•General Patient?

Goals: trainings : PG : patient-friendlyAudiences: lawyers : doctors : patient groupsPartners: professional organizations : NGOs : working group members : journalistsMedia:

Examples

Goals: trainings : PG : patient-friendlyAudiences: lawyers : doctors : patient groupsPartners: professional organizations : NGOs : working group members : journalistsMedia: publications : NGO web sites and offices : flyers in hospitals : radio

Examples

Goals: trainings : PG : patient-friendlyAudiences: lawyers : doctors : patient groupsPartners: professional organizations : NGOs : working group members : journalistsMedia: publications : NGO web sites and offices : flyers in hospitals : radioAction Plan: bulleted list : detailed report

Select Actions

Select ActionsWith so many options, where do you start?

Select ActionsWith so many options, where do you start?

Goals: Audiences: Partners: Media: Plan:

Select ActionsWith so many options, where do you start?

Goals: Pick soonest or hardestAudiences: Partners :Media:Plan:

Select ActionsWith so many options, where do you start?

Goals: Pick soonest or hardestAudiences: Pick most critical Partners :Media:Plan:

Select ActionsWith so many options, where do you start?

Goals: Pick soonest or hardestAudiences: Pick most critical Partners : Pick partner with best contact with your audience and closest relationship to youMedia:Plan:

Select ActionsWith so many options, where do you start?

Goals: Pick soonest or hardestAudiences: Pick most critical Partners : Pick partner with best contact with your audience and closest relationship to youMedia: Which media does your ally have access to? Is this a media that the audience also pays attention to?Plan:

Select ActionsWith so many options, where do you start?

Goals: Pick soonest or hardestAudiences: Pick most critical Partners : Pick partner with best contact with your audience and closest relationship to youMedia: Which media does your ally have access to? Is this a media that the audience also pays attention to?Plan: Let’s do that now…

Action PlanWrite a simple promotion action plan using this model:j Goal

j Audience j Partner : to help you reach audiencek or l Media Types: partner access + audience attention l Deadlines: • partner contact• message development• publication

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