Implementation Workshop Part 2 Implementing a...
Transcript of Implementation Workshop Part 2 Implementing a...
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© Copyright Triple P International 2012
Implementation Workshop Part 2
Implementing a Communications Strategy
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Implementation Workshop Part 2
What can you expect?
imperatives tactics and
materials
phases and processes
Deconstruct a communications
strategy
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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)
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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)
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Implementation of a communications strategy
Following a similar implementation process
• Engagement
• Commitment
• Implementation planning
• Implementation phases
• Implementation and maintenance
Engagement
Commitment
Implementation planning
Implementation phases
Implementation and
maintenance
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Do I need a communications strategy or do I
need communications materials
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Implementation of a communications strategy
Engagement:
internal stakeholders / external stakeholders /
external organisations
Commitment:
Budget support a phased strategy,
internal and external organizational commitment
(staff and resources)
Engagement
Commitment
Implementation planning
Implementation phases
Implementation and
maintenance
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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 Phases 1 – 4
Engagement of stakeholders, raising public
awareness, destigmatization, active referrals
Implementation and maintenance
sustainability
Engagement
Commitment
Implementation planning
Implementation phases
Implementation and
maintenance
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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
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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)
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Clean design, striking images, clear call to action
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Stay Positive in action
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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
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Research on campaign look and feel
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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
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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
Phase 3
• Destigmatization: distribution of destigmatizing materials,
implementing tactics, continuing to build brand
Phase 4
• Sustainability: continue distribution and build calendar of activity
Implementation phases
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Phase 1 Implementation
Internal support is vital
• Top down and bottom up commitment and support
• Meetings and information sharing
• Internal champions
• Updates and monitoring
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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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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.
http://www.demo.triplep-staypositive.net
Stay Positive overview booklet
a summary of rationale, implementation, FAQs
Video (short and longer form)
showcases the Stay Positive campaign
FAQs
Common questions answered
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Implementation Phase 1
Building foundations for Coordinator understanding and support
• Email 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
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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
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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 email series
• Plan calendar to keep site relevant
and fresh (peer support, local events)
• Form an early adopters group
• Actively seek feedback
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Materials to help with provider engagement
Email engagement support system
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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
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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
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And…there’s a new parent website
Communication with parents is now much easier!
http://sonoma-county.triplep-staypositive.net/us-en/home/
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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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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
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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
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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
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Implementation Phase 3
destigmatization – making it ok to ask for help
Continue to build on Phase 2
Distribution of Tippaper
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Implementation Phase 4
sustainability
• Parent materials
• PR
• Advertising
• Destigmatization
• Calendar of activity
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Research on impact
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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
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Thank you and Stay Positive!
Slide no.38