Innovative Strategies for Planning, Monitoring, and Evaluating Health Communication and Media Campaigns
- Andy Riesenberg, MS, CDC, Division for Heart Disease and Stroke Prevention (and moderator)
- Genie Short, Executive Director, Partners in Prevention
Session Objective
The objectives for this session are to:
- Describe market research methods for defining and profiling audience sub-groups and learning how to reach people where they are.
- Apply health communication and social marketing approaches when developing or recycling campaign concepts, messages, and materials.
- Discuss strategies for combining traditional media with new media and linking campaigns to policy and systems change.
- Choose among methods for monitoring campaign implementation and collecting outcomes and impact data.
Session Summary
Do buzz words like “social marketing” and “social branding” leave your head spinning? Are you working on a media campaign or trying to improve a media campaign and not sure where to start? Or, are you unsure of what your campaign can achieve and when it is working? Then, this session may be for you.
In this session, how to tackle their communication and media campaigns from a strategic health communication and social marketing perspective is learned. The session spans the theories and practice of planning, monitoring, and evaluating campaigns. Relevant examples and case scenarios from grantees are also provided in this session.
Presentations and skill-building activities cover a range of interconnected topics, including how to:
- Plan your campaigns using theory and evidence-based methods.
- Use tools such as consumer marketing analysis and audience segmentation to define target audiences and identify media methods.
- Develop or “recycle” concepts, messages, and materials through low-cost testing strategies.
- Integrate your campaign with efforts to address policy and systems changes.
- Combine “traditional” media with “new” media and guerilla marketing.
- Manage media vendors through effective monitoring and problem solving.
- Monitor and interpret reach, frequency and other process outcomes through media tracking methods.
- Collect outcomes data through various survey methods (e.g. mail surveys; telephone or in-person interviews; or Web surveys or chat room sessions).
The principles and skills acquired through this session cut across program priority areas, including screening, treatment, and control of high blood pressure and high blood cholesterol; warning signs and symptoms of heart attack and stroke and calls to 9-1-1; and eliminating disparities in cardiovascular disease. Skills and concepts range from basic through advanced.
Session Materials
Resources/References/Web Sites/Tools
Communication Planning Tools
Media Resources
Communicating Health via the Web
Evaluation
Professional Organizations/Societies
Journals, Reports, and Research Tools
Nonprofit Organizations/Research Centers
