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5. Steps to Promotion Strategy. Mary Joyce for the Open Society Foundations | Istanbul, 2011 . Images: altemark and no prawns/ Flickr. The 5 Steps. 1: Define Goal 2: Define Audience 3: Find Partners 4: Determine Media 5: Select Actions. Define Goals. - PowerPoint PPT Presentation
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Images: altemark and no prawns/Flickr
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
Images: altemark and no prawns/Flickr
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
Images: altemark and no prawns/Flickr
Let’s ShareThank you for your attention.
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