Program Planning: Purpose
Statements, Goals, Objectives
and Logic Models
Purpose Statements
Can be used for:
 Mission statements
 Program Description
 As a first step in the development of
Performance Measures
Purpose Statement Template
The purpose of the ________________________
(name of service, program or line of business)
is to provide (or produce)______________________
(service or product -what)
for _______________________________________
(customer - who )
so that____________________________________
(RESULT / benefit - why)
Program Purpose Statement
The purpose of the Nutrition Public Health Practice
Program is to provide planning, coordination,
demonstration and policy development assistance
to communities. So that they can develop, implement,
and evaluate programs and policies to promote
nutrition and physical fitness behavior change.
Goals
Goals:
• Identify & clarify what you want to do or
achieve
• Define what needs to be accomplished
without getting bogged down in issues
of measurement and timing
• Are described with an action verb & a
noun phrase
Healthy People 2020 Goals
1. Attain high-quality, longer lives free of
preventable disease, disability, injury, and
premature death.
2. Achieve health equity, eliminate disparities,
and improve the health of all groups.
3. Create social and physical environments
that promote good health for all.
4. Promote quality of life, healthy development,
and healthy behaviors across all life stages.
Objectives
Many Kinds of Objectives
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Learning
Process
Outcome
Others
Program Planning Objectives
• Outcome Objective: a statement of the
amount of change expected for a specified
population within a given time frame.
• Process Objective: a statement that
measures the amount of change expected in
the performance and utilization of
interventions that impact on the outcome.
Outcome Objectives Are…...
• Long term
• Realistic
• Measurable:
– levels of mortality, morbidity, disability
– levels of health conditions
– behavioral measures
Examples of Outcome
Objectives & Measures from
Healthy People 2020
Nutrition & Weight Status
Healthier Food Access
NWS–1 State nutrition standards for child care
NWS–2 Nutritious foods and beverages offered outside
of school meals
NWS–3 State-level incentive policies for food retail
NWD–4 Retail access to foods recommended by
Dietary Guidelines for Americans
Health Care and Worksite Settings
NWS–5 Primary care physicians who measure patients’
body mass index (BMI)
NWS–6 Physician office visits with nutrition or weight
counseling or education
NWS–7 Worksite nutrition and weight management
classes and counseling
Weight Status
NWS–8 Healthy weight in adults
NWS–9 Obesity in adults
NWS–10 Obesity in children and adolescents
NWS–11 Inappropriate weight gain
Food Insecurity
NWS–12 Food insecurity among children
NWS–13 Food insecurity among households
Food and Nutrient Consumption
NWS–14 Fruit intake
NWS–15 Vegetable intake
NWS–16 Whole grain intake
NWS–17 Solid fat and added sugar intake
NWS–18 Saturated fat intake
NWS–19 Sodium intake
NWS–20 Calcium intake
Iron Deficiency
NWS–21 Iron deficiency in young children and in
females of childbearing age
NWS–22 Iron deficiency in pregnant females
Nutrition Related Objectives in Other Categories
Maternal,
Infant & Child
Health
Low birth weight (LBW) & very low birth weight (VLBW)
Recommended weight gain in pregnancy
Preconceptual folic acid intake & folate status
Healthy weight prior to pregnancy
Breastfeeding
Diabetes
Glycemic control
Lipid control
Blood pressure control
Prediabetes treatment
Physical
activity
Schools & Child Care
Screen time
Heart Disease
& Stroke
Cholesterol levels
Treatment of pre hypertension (BMI, sodium, sat fat)
Education &
communityBased
Programs
“Unhealthy dietary patterns” addressed in: Head Start, schools,
colleges, community-based organizations
Eliminate Very Low Food
Security Among Children
Baseline
Target
1.3 percent of households with children had
very low food security among children in
2008
0.2 percent
Target Setting
Method
Consistent with the Department of
Agriculture’s policy to eliminate childhood
hunger by 2015
Data Source
Food Security Supplement to the Current
Population Survey, U.S. Department of
Commerce, Bureau of the Census
Process Objectives Are……..
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Short-term
Realistic
Measurable
Related to outcome measures
– there may be several process measures
for one outcome measure
Example of Process
Objectives
• By December 2002, 40 female students
who seek services at the teen health
center will receive brief counseling
interventions from the clinic nurse about
use of folic acid supplements to prevent
NTD.
When
The time (month, year) by or during which the intervention
should be accomplished or health status should change
What
The targeted health problem/behavior to be changed or the
targeted intervention to be accomplished.
Whom
The target population who will benefit
Where
The area in which the target population is located
Who
Staff or agency responsible
How much
The amount of the intervention to be utilized, performed, or
accomplished or the quantity of change in a health
problem.
Logic Models
What is a Logic Model?
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Tool for program planning and evaluation
Picture of a program
Graphic representation of “theory of action”
Relationship between what we put in (inputs),
what we do (outputs), and what results
(outcomes)
• Logical chain of if-then relationships
Why Develop Logic Models?
• Visual displays are effective learning
instruments for all involved
• Shows why planned actions are likely to
lead to desired results
• Assures that process is not overlooked
in evaluation
• Enhances ability to use on-going
evaluation for mid-course corrections
Logic Models Promote a Shared
Vision
• Provide common language and
reference point for all involved
• Fundamental purpose is clear
• Role of actions are clear
• Desired results at each step are clear
Step 1: Determine Scope
• Can be good overview of whole
program
• Smaller pieces of program can be
shown in more detail
Step 2: Identify Components
• Inputs: what you do to make the
program possible, resources applied
• Outputs: what happens during the
implementation
• Outcomes: the direct result of your
program activities
Step 3: Draft Model
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Should be single page
“Landscape” layout
Write left to right, not top to bottom
Use thin lines, don’t alter thickness
Avoid abbreviations
Use simple font, avoid italics
Show “if - then” visually
Step 4: Develop Evaluation
Indicators
• Process: measure activities
– ex: numbers of trainings, meetings,
technical assistance provided
• Outcome: measure short, medium,
and long term outcomes
– ex: increased understandings, behavior
change, health outcomes
Good Indicators Are…..
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Relevant
Measurable
Available or collectable
Acceptable to participants, planners,
funders and other stakeholders
Framing Evaluation Questions
http://www.wkkf.org/knowledge-center/resources/2010/Logic-Model-Development-Guide.aspx
Step 5: Revisit the Model
Frequently
• Lay indicator data directly onto model
• Determine what’s working and what isn’t
• Modify model if change theory isn’t
working
• Modify activities if unable to complete
as planned
Group Work
1. Use the purpose statement template to
describe the purpose of your project
2. Develop a logic model for your project
3. Develop at least one process objective and
indicate where it fits on the logic model
4. Develop at least one outcome objective and
indicate where it fits on the logic model