9. Decision Influentials
Makers ???
???
Your ???
Constituents
GAME plan: Your Audiences
10. Dental Low-
Head Start income
Providers Staff families
Educators CBOs
GAME plan: NJ Smiles Audiences
11. Target Audiences
Who needs to hear
your message?
•Who must be moved to
action?
•Who has the power to help?
•What do they care about?
•What are their obstacles to
engagement?
•Who do they trust?
14. What’s the most
common chronic
disease among young
children? Tooth decay;
and it’s preventable.
Together, we can NJ FamilyCare provides
ensure New Jersey’s free dental benefits to
children get dental care protect your children
to support lifelong from this common
health and wellness. chronic disease.
Enroll your
child today.
23. Holding good ideas up to the light
www.lightboxcollaborative.com
@LBCollab
facebook.com/lightboxcollaborative
Notes de l'éditeur
Explain purpose of this deck.
- driven by project - quantified - time-bound
Yes, your comms goal is your program goal. Aspirational, initiative-defining goals The 18-month NJ Smiles effort far-exceeded its goals based on completed dental visits and the establishment of dental homes for the target population. Encounter data reported by participating MCOs showed that approximately 36% of Newark children (ages 0-5) in Medicaid managed care had an annual dental visit by the program's completion, compared to 30% at baseline. Developed toolkit to support Head Start staff in working with students, families, and community dental providers
Segment as much as possible. You don’t need to talk to everyone, nor can you afford to. Segmentation is your friend. targets influentials
Segment as much as possible. You don’t need to talk to everyone, nor can you afford to. Segmentation is your friend. targets influentials Audiences Decision makers Affected constituencies Influentials Donors Group exercise: identify your target audience and influentials (combine this w/ “your campaign” steps?). What do those influentials say about biotechnology already? Predict what headlines those influentials could generate about your project or field of work.
Be specific “ The public” is not an audience. 4 basic audiences that any organizing effort needs to reach: Audiences Decision makers Affected constituencies Influentials Donors Group exercise: identify your target audience and influentials (combine this w/ “your campaign” steps?). What do those influentials say about biotechnology already? Predict what headlines those influentials could generate about your project or field of work.
Be specific “ The public” is not an audience. 4 basic audiences that any organizing effort needs to reach: Audiences Decision makers Affected constituencies Influentials Donors Group exercise: identify your target audience and influentials (combine this w/ “your campaign” steps?). What do those influentials say about biotechnology already? Predict what headlines those influentials could generate about your project or field of work.
Who can help us get what we want – every org has multiple. Tension between the base and broader Ask yourself, who can make the organizations goal a reality? Do I have access to this person or persons? If not, who does?? Once you have determined who you need to get what you want, you will need to prioritize who you are reaching out to. If you are like most organizations, you certainly don’t have the capacity to connect with every target audience so you will need to make some choices Who can we NOT do without?
Now, before we get into the mechanics of how to develop a message for your org, let me share with you some first principles.
Earned media Social media Paid media Not media channels timeline measurement Direct connections are the best connections. Everything but media – other communications challenges for community engagement Local members of the teams to speak with community groups, health professionals, influentials Education re disease and the solution the team is exploring
Publications & Research Media Events Op Eds Media Briefings Radio and TV Interviews Direct Public Education
Publications & Research Media Events Op Eds Media Briefings Radio and TV Interviews Direct Public Education
Good old fashioned outreach ie direct engagement – need a good example
Guide to Improving Children’s Oral Health distributed to Head Start staff– strategies, messaging, action steps to support them in getting young kids signed up with a dental care provider. Created the NJ Smiles Directory of Dental Providers for Children Engaged dental providers in Newark to deliver screening services at Head Start sites
Outputs and Outcomes -- impossible to evaluate if you have not set clear goals
For more online learning opportunities, please visit this URL for more training topics including messaging, social media and more. At this link you can also learn more about county social media policies, about how to craft your social media plan, and who to contact for support.
Thanks for listening. If you found this helpful you can find more resources via our blog, or by following us on twitter or by liking us on Facebook
For more online learning opportunities, please visit this URL for more training topics including messaging, social media and more
Thanks for listening. If you found this helpful you can find more resources via our blog, or by following us on twitter or by liking us on Facebook
