Strategic Management
Process
Lecture 2
COMT 492/592
Overview
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Planning
Formative Research
Message Design
Pre-testing
Implementation
Evaluation & Feedback
Step 1. Listening
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Background analysis
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Look at environment
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Lit review
Review of epidemiological data
Interviews w/ key informants & target customers
Access, availability of resources that affect goal
Community support
Networking
Analyze your resources
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Staff
Budget
Step 2. Planning
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Defining campaign objective
Choose specific goals
Define core marketing strategy
Step 2 (cont’d). Planning
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Once goal has been chosen, or problem area to
address, now you are ready to conduct in-depth
audience research
Qualitative
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Focus groups w/ audience segments
Ascertain audience barriers to goal behavior
Find out tastes, media uses, wants, etc.
What are differences among segments?
What are perceived costs & benefits of target
behavior?
Planning (cont’d)
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Quantitative research
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Baseline survey enables you to assess
baseline indicators of target behavior and
attitudes
(preferably broken down by stage of behavior
change)
 Later can be used to evaluate campaign’s impact
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Step 3. Structuring
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Analysis
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Analyze the problem:
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reconfigure the
identified problem as a
behavioral or psychosocial goal
Analyze media uses
Analyze your own
resources
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Strategic plan
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Clarify goals and
objectives
Choose mix of media
Plan distribution
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Map out workplan
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public relations; media
partners
Internal business plan
Plan monitoring &
evaluation
Step 3 (cont’d). Structuring:
Message and materials development
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Identify appropriate channels
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Develop effective messages
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Format
Media outlets
Messengers
Theories of behavior change
Translate audience research into message concepts
Production
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Draft materials using creative energies
Step 4. Pre-testing
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Recruit sample of target audience
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Focus group
Show draft materials
Record responses
Revise materials to accommodate
audience feedback
Step 5. Implementation
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Produce messages
Distribute
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Community partners
Obtain paid or free media
Generate publicity
Monitor success
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Message production & distribution
Audience response
Community response
Cycle feedback into production & plan
Step 6. Monitoring:
Evaluation & feedback
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Choose evaluation indicators
Choose methods
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Data from existing sources
Pre-test/post-test comparisons
Tracking data (e.g., hotline or client records)
Use control groups (field experiment)
Analyze & write up results