Step 4.3.d:

Plan communication intervention/promotion activities.

Extensive assistance in planning, designing and implementing communication plans is available from CDCynergy Basic. See also the “pink book” (Making Health Communications Work) in the Resources section for sample documents, worksheets, and other tools and tips.

This checklist should also be useful in planning the communication component of your intervention, the promotional “P” from the 4 P’s of social marketing:

• Work with partners to draft a timetable, budget and plan for developing and testing concepts, messages, settings, activities and materials.
• Write a creative brief to guide selection of concepts, messages, settings, activities and materials.

• Develop creative concepts based on the results of your market research and the exchange you are offering. Plan to pretest concepts. Develop messages based on theory and the results of your formative research, including your concept testing. Remember that how a message is framed makes a big difference in how it's received. Plan message testing.

Dig deeper into "framing."

• Select settings—the places where you hope to expose your audience to messages.
• Select and plan to integrate and test channel-specific communication activities.
• Identify existing materials you could use or adapt and /or develop new materials. Plan for pre-testing and revisions. Plan to pre-test adapted materials as you would new materials.
• Set SMART delivery/reach objectives for communication activities and materials and enter them into My Plan.
• Determine roles and responsibilities among staff and partners for executing the communication plan.
• Summarize the communication implementation plan and secure buy-in from partners and stakeholders.

Complete My Plan

Go to your My Plan file and enter your communication intervention plan in Step 4.3.