Implementation Workshop Part 2 Implementing a Communications Strategy

Transcription

1 Implementation Workshop Part 2 Implementing a Communications Strategy Copyright Triple P International 2012

2 Implementation Workshop Part 2 What can you expect? Deconstruct a communications strategy phases and processes imperatives tactics and materials

3 Implementation workshop Part 2 Quadruple C Panel Discussion Colleen Geake: Alberta Human Services Carol Caldwell-Ewert: Sonoma First 5, California Conor Owens: Health Service Executive, Ireland Carine Kielstra: Triple P Consultant (former Stay Positive implementation SO&T, Amsterdam)

4 Why do we care so much about implementation? investment in evidence-based parenting program maximum reach across target population effective communications strategy effective implementation strategy maximum return on investment (ROI)

5 Implementation of a communications strategy Following a similar implementation process Engagement Commitment Implementation planning Implementation phases Implementation and maintenance Implementation and maintenance Implementation phases Engagement Commitment Implementation planning

6 Do I need a communications strategy or do I need communications materials

7 Implementation of a communications strategy Engagement: internal stakeholders / external stakeholders / external organisations Commitment: Budget support a phased strategy, internal and external organizational commitment Implementation and maintenance Implementation phases Engagement Commitment (staff and resources) Implementation planning

8 Implementation of a communications strategy Implementation planning Distribution systems, communications materials, sustainable PR, promotional activity, flights of paid advertising (extend reach and build brand) Implementation and maintenance Engagement Implementation Phases 1 4 Engagement of stakeholders, raising public Implementation phases Commitment awareness, destigmatization, active referrals Implementation planning Implementation and maintenance sustainability

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10 Stay Positive Triple P communications strategy Responding to global need strength of global resources supporting strength of local implementation (think global, act local) quality materials cost-effective save re-inventing the wheel pre-approved website copy up-to-date information integrated communication model building a research base

11 Rationale for creative execution of Stay Positive Resonate with parents (they understand me) Provide strong visual appeal (attractive/eye-catching) Cut through the advertising clutter (people are exposed to 3,000 + messages per day)

12 Clean design, striking images, clear call to action

13 Stay Positive in action

14 Stay Positive materials support implementation phases Website (open / closed provider) Posters Brochures (inc. low literacy) Flyers Billboard artwork Tippapers TV ad Radio ads scripts Online banner ads Website XML link SMS messages Event banners Event balloons Merchandise

15 Research on campaign look and feel

16 Line up your implementation ducks Effective materials Budget support a phased campaign materials sustainable PR promotional activity flights of paid advertising (extend reach and build brand) Implementation Processes engagement commitment planning

17 Implementation processes within Stay Positive phases Phase 1 Internal systems: engagement of internal stakeholders, commitment External organisations: engagement, commitment, gaining support Phase 2 Raise public awareness: distribution of materials, implementing tactics, brand building Implementation phases Phase 3 Destigmatization: distribution of destigmatizing materials, implementing tactics, continuing to build brand Phase 4 Sustainability: continue distribution and build calendar of activity

18 Phase 1 Implementation Internal support is vital Top down and bottom up commitment and support Meetings and information sharing Internal champions Updates and monitoring

19 If we build it will they come? Barriers to Phase 1 implementation success Factors affecting implementation success: people and support systems senior management support, department support, admin support, line managers and providers at the coal-face See the value/understand their role Current workload Are they delivering Technical confidence Outreach confidence

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21 Implementation Phase 1 Building foundations for organizational understanding and support Implementation overview powerpoint explains Stay Positive campaign at a senior management level Demo website click around. Explanations are provided in text. Stay Positive overview booklet a summary of rationale, implementation, FAQs Video (short and longer form) showcases the Stay Positive campaign FAQs Common questions answered

22 Implementation Phase 1 Building foundations for Coordinator understanding and support support system overview powerpoint Tippaper templates PDF My page overview PDF Website localization guide PDF CMS and user guide Implementation overview PDF How to videos for web functions

23 Phase 1 Implementation Building foundations for Provider understanding and support Practitioners need implementation support tools materials on-going communication Stay Positive is a one-stop-shop. local peer support sharing of knowledge and ideas Interactive (build groups, post, share) promotional support clinical tools local news and events

24 Phase 1 Implementation Building foundations for Provider understanding and support Plan for information sharing and ongoing communication Stay Positive explained video Provider launch event Provider series Plan calendar to keep site relevant and fresh (peer support, local events) Form an early adopters group Actively seek feedback

25 Materials to help with provider engagement engagement support system

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27 Making the job of providers easier through sustainable support We need to get the message across that this is about making their job of delivering Triple P easier Clinical tools Local peer support information Downloadable promotional materials Order promotional materials Up-to-date with TPI Practitioner interaction Form groups Slide no.26

28 Practitioner support materials Implementation support materials for practitioners Stay Positive DVD explains Stay Positive campaign and showcases materials. Features an intro by Professor Sanders Implementation Guidelines for Practitioners PDF Template letter of introduction to organizations Triple P explained powerpoint for practitioners to deliver to organizations Key steps to successful promotion of your program PDF Overprint session dates and times template Downloadable PR materials

29 And there s a new parent website Communication with parents is now much easier!

30 Phase 1 building foundations for external organizational support Build networks of support Meetings to explain Triple P and how they can help support outreach Distribution system Website linking system maximise SEO Referral system Slide no.29

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32 Implementation Phase 2 Reaching parents build trust, be visible, be accessible A parenting program is not an everyday purchase (short purchase cycle). It is not considered a necessity purchase Long purchase cycle. Some parents will have a need now / some later / some never effective communication of a parenting program is about being in it for the long haul. x

33 Outreach to parents be in it for the long haul Promoting parenting programs is a long purchase cycle promotion. You need to be visible, relevant and accessible whenever a parent may have an interest or need during their parenting career. Plan your calendar of outreach

34 Implementation Phase 2 raising community awareness Distribution of materials Public launch Public Relations support activity Advertising Social media plan and content grid Events Visits to places parents frequent

35 Implementation Phase 3 destigmatization making it ok to ask for help Continue to build on Phase 2 Distribution of Tippaper

36 Implementation Phase 4 sustainability Parent materials PR Advertising Destigmatization Calendar of activity

37 Research on impact

38 Stay Positive phases and implementation must-do s Engage internal and external stakeholders and support systems Build public awareness (parenting is important, lots of parents need help from time to time, there are proven programs available) Build trusted brand (Triple P works) Minimize psychological barriers (stigma) Minimize physical barriers (make accessing the program easy and flexible) Sustained communication (be visible at whichever point in time a parent may have an interest or readiness) Continue to engage and support internal and external stakeholders

39 Thank you and Stay Positive! Slide no.38