Introduction to Materials Development PPT CCP P. 1

Introduction toIntroduction toMaterials DevelopmentMaterials Development

PPT CCP P. 1

PPT CCP 04/20/23 2Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y

OHNS HOPKINS OHNS HOPKINS J J

Session ObjectivesSession Objectives

• Understand the process of Understand the process of materials developmentmaterials development• Understand the ‘7 C’s of Understand the ‘7 C’s of communication and how to apply communication and how to apply them to materials developmentthem to materials development



Main IdeaMain Idea

For effective development of For effective development of materials, we need to: materials, we need to:

1. Appreciate the situation from the 1. Appreciate the situation from the audience point of viewaudience point of view

2. Apply the 7 C’s of effective 2. Apply the 7 C’s of effective communication.communication.

3. Pre-test!!3. Pre-test!!



Hierarchy of Communication Hierarchy of Communication EffectsEffects

5%

20%

40%

60%

80%

0

10

20

30

40

50

60

70

80

90

Exposed toMessage

Understand Message

Approvemessage

Intend toAct

Act



Steps for Developing MaterialsSteps for Developing Materials

• Complete a Creative Strategy OutlineComplete a Creative Strategy Outline

• Develop a creative concept (brainstorm Develop a creative concept (brainstorm

ideas with creative and technical people)ideas with creative and technical people)

• Pretest the creative concept and revisePretest the creative concept and revise

• Write the script/textWrite the script/text

• Select images/storyboardSelect images/storyboard

• Pretest storyboard/rough layoutsPretest storyboard/rough layouts

• Revise based on the pretestRevise based on the pretest

• Produce final materialsProduce final materials




• Develop a creative concept Develop a creative concept (Review research and brainstorm (Review research and brainstorm

with creative and technical staff)with creative and technical staff)



A Creative Concept is:A Creative Concept is:

The overall creative context in which The overall creative context in which the key message is presented, the key message is presented, sometimes referred to assometimes referred to as

““The Big Idea.”The Big Idea.”



Creative conceptCreative concept

After identifying the key benefit that After identifying the key benefit that appeals best to your audience appeals best to your audience segment, the next step is find out segment, the next step is find out how best to present the key benefit.how best to present the key benefit.




• Develop a creative concept Develop a creative concept

• Pretest creative concept and revisePretest creative concept and revise






• Write a draft script/textWrite a draft script/text



Use the best talents availableUse the best talents available

If you want professional quality If you want professional quality materials, use professionals.materials, use professionals.

If you want amateur results, use If you want amateur results, use amateurs. amateurs.





• Pretest creative concept and revise Pretest creative concept and revise





A StoryboardA Storyboard

A series of pictures, eitherA series of pictures, either

photographed or drawn, whichphotographed or drawn, which

represent what will appear on therepresent what will appear on the

screen shot-by-shot, or scene-byscreen shot-by-shot, or scene-by

scene. The words for each scenescene. The words for each scene

are written under each picture.are written under each picture.














• Write draft script/textWrite draft script/text












• Produce final materialsProduce final materials



The 7 C’sThe 7 C’s

PPT CCP P. 1



The Seven C’s of Effective The Seven C’s of Effective CommunicationCommunication

Command Command

Attention!!!!Attention!!!!



The Seven C’s of Effective CommunicationThe Seven C’s of Effective Communication

Command Attention Command Attention

Clarify the Message Clarify the Message



Be sensitive to Be sensitive to

• Cultural contextCultural context

• Political prioritiesPolitical priorities

• Social valuesSocial values

494.PPT CCP P. 12

494.PPT CCP P. 22



Use the best talents availableUse the best talents available

If you want professional quality If you want professional quality materials, use professionals…materials, use professionals…

If you want amateur results, use If you want amateur results, use amateurs. amateurs.






Communicate a Benefit Communicate a Benefit







Consistency Counts Consistency Counts



Importance of ConsistencyImportance of Consistency

Every element of a campaign (words, Every element of a campaign (words, graphics, sound, images, etc.) graphics, sound, images, etc.) should support one central key should support one central key benefit to a single audience segment.benefit to a single audience segment.



One sight-one sound principleOne sight-one sound principle

Whenever possible, characters, Whenever possible, characters, actors, models, logos, color and actors, models, logos, color and sound themes used in one material --sound themes used in one material --for example a TV drama or spot for example a TV drama or spot should also be used in all other should also be used in all other materials.materials.








Cater to the Heart and Head Cater to the Heart and Head



7 C’s of Communication7 C’s of Communication

An emotional appeal is often more An emotional appeal is often more persuasive than the rational facts.persuasive than the rational facts.



Important tip…Important tip…

““Do not address readers as though Do not address readers as though they were gathered in a stadium. they were gathered in a stadium. When people read copy (e.g. a poster) When people read copy (e.g. a poster) they are alone. Address them as they are alone. Address them as another, second person singular.”another, second person singular.”








Cater to the Heart and Head Cater to the Heart and Head

Create TrustCreate Trust




Command AttentionCommand Attention

Clarify the MessageClarify the Message

Communicate a BenefitCommunicate a Benefit

Consistency CountsConsistency Counts

Cater to the Heart and HeadCater to the Heart and Head

Create TrustCreate Trust

Call to ActionCall to Action




Command AttentionCommand AttentionClarify the MessageClarify the MessageCommunicate a BenefitCommunicate a BenefitCater to the Heart and HeadCater to the Heart and HeadConsistency CountsConsistency CountsCreate TrustCreate TrustCall to ActionCall to ActionCalculate the Results!Calculate the Results!




• Command AttentionCommand Attention• Clarify the MessageClarify the Message• Communicate a BenefitCommunicate a Benefit• Consistency CountsConsistency Counts• Cater to the Heart and HeadCater to the Heart and Head• Create TrustCreate Trust• Call to ActionCall to Action

Documents

Introduction to Materials Development PPT CCP P. 1