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Images: altemark and no prawns/Flickr Steps to Promotion Strategy Mary Joyce for the Open Society Foundations | Istanbul, 2011 5.

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Presentation on theme: "Images: altemark and no prawns/Flickr Steps to Promotion Strategy Mary Joyce for the Open Society Foundations | Istanbul, 2011 5."— Presentation transcript:

1 Images: altemark and no prawns/Flickr Steps to Promotion Strategy Mary Joyce for the Open Society Foundations | Istanbul,

2 The 5 Steps 1: Define Goal 2: Define Audience 3: Find Partners 4: Determine Media 5: Select Actions

3 What is the most important PG promotion goal for your organization ? Define Goals

4 Goals: Examples

5 Goals: trainings : PG : patient-friendly Examples

6 What audience do you need to reach to achieve that goal ? Define Audience

7 Goals: trainings : PG : patient-friendly Audiences: Examples

8 Goals: trainings : PG : patient-friendly Audiences: lawyers : doctors : patients? Examples

9 Goals: trainings : downloads : patient-friendly Audiences: lawyers : doctors : patient groups Examples

10 Don’t go it alone. Who do you know that can help you reach your audiences? Find Allies

11 Images: altemark and no prawns/Flickr make new partners Start with audience, then decide what partners you need

12 Goals: trainings : PG : patient-friendly Audiences: lawyers : doctors : patient groups Partners: Examples

13 Goals: trainings : PG : patient-friendly Audiences: lawyers : doctors : patient groups Partners: professional organizations : NGOs : working group members : j ournalists Examples

14 How will these allies help you reach your audience? Determine Media

15 media audience’s ATTENTION partner’s ACCESS Determine Media What media for: IDU? Palliative Care? HIV/AIDS? Sex Worker? General Patient?

16 Goals: trainings : PG : patient-friendly Audiences: lawyers : doctors : patient groups Partners: professional organizations : NGOs : working group members : journalists Media: Examples

17 Goals: trainings : PG : patient-friendly Audiences: lawyers : doctors : patient groups Partners: professional organizations : NGOs : working group members : journalists Media: publications : NGO web sites and offices : flyers in hospitals : radio Examples

18 Goals: trainings : PG : patient-friendly Audiences: lawyers : doctors : patient groups Partners: professional organizations : NGOs : working group members : journalists Media: publications : NGO web sites and offices : flyers in hospitals : radio Action Plan: bulleted list : detailed report Select Actions

19 With so many options, where do you start?

20 Select Actions With so many options, where do you start? Goals: Audiences: Partners: Media: Plan:

21 Select Actions With so many options, where do you start? Goals: Pick soonest or hardest Audiences: Partners : Media: Plan:

22 Select Actions With so many options, where do you start? Goals: Pick soonest or hardest Audiences: Pick most critical Partners : Media: Plan:

23 Select Actions With so many options, where do you start? Goals: Pick soonest or hardest Audiences: Pick most critical Partners : Pick partner with best contact with your audience and closest relationship to you Media: Plan:

24 Select Actions With so many options, where do you start? Goals: Pick soonest or hardest Audiences: Pick most critical Partners : Pick partner with best contact with your audience and closest relationship to you Media: Which media does your ally have access to? Is this a media that the audience also pays attention to? Plan:

25 Select Actions With so many options, where do you start? Goals: Pick soonest or hardest Audiences: Pick most critical Partners : Pick partner with best contact with your audience and closest relationship to you Media: Which media does your ally have access to? Is this a media that the audience also pays attention to? Plan: Let’s do that now…

26 Action Plan Write a simple promotion action plan using this model:  Goal  Audience  Partner : to help you reach audience  or Media Types: partner access + audience attention Deadlines: partner contact message development publication

27 Images: altemark and no prawns/Flickr Let’s Share Thank you for your attention.


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