1. Introduction to Materials Development PPT CCP P. 1

2. PPT CCP 11/16/2015 2 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J Session Objectives Understand the process of Understand the process of materials development materials development Understand the ‘7 C’s of Understand the ‘7 C’s of communication and how to apply communication and how to apply them to materials development them to materials development

3. PPT CCP 11/16/2015 3 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J Main Idea For effective development of materials, we need to: 1. Appreciate the situation from the audience point of view 2. Apply the 7 C’s of effective communication. 3. Pre-test!!

4. PPT CCP 11/16/2015 4 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J Hierarchy of Communication Effects

5. PPT CCP 11/16/2015 5 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J Steps for Developing Materials Complete a Creative Strategy OutlineComplete a Creative Strategy Outline Develop a creative concept (brainstormDevelop a creative concept (brainstorm ideas with creative and technical people) Pretest the creative concept and revisePretest the creative concept and revise Write the script/textWrite the script/text Select images/storyboardSelect images/storyboard Pretest storyboard/rough layoutsPretest storyboard/rough layouts Revise based on the pretestRevise based on the pretest Produce final materialsProduce final materials

6. PPT CCP 11/16/2015 6 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J Steps for Developing Materials Develop a creative conceptDevelop a creative concept (Review research and brainstorm with creative and technical staff)

7. PPT CCP 11/16/2015 7 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J A Creative Concept is: The overall creative context in which the key message is presented, sometimes referred to as “The Big Idea.”

8. PPT CCP 11/16/2015 8 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J Creative concept After identifying the key benefit that appeals best to your audience segment, the next step is find out how best to present the key benefit.

9. PPT CCP 11/16/2015 9 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J Steps for Developing Materials Develop a creative conceptDevelop a creative concept Pretest creative concept and revisePretest creative concept and revise

10. PPT CCP 11/16/2015 10 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J Steps for Developing Materials Develop a creative conceptDevelop a creative concept Pretest creative concept and revise Pretest creative concept and revise Write a draft script/textWrite a draft script/text

11. PPT CCP 11/16/2015 11 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J Use the best talents available If you want professional quality materials, use professionals. If you want amateur results, use amateurs.

12. PPT CCP 11/16/2015 12 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J Steps for Developing Materials Develop a creative conceptDevelop a creative concept Pretest creative concept and revise Pretest creative concept and revise Write a draft script/textWrite a draft script/text Select images/storyboardSelect images/storyboard

13. PPT CCP 11/16/2015 13 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J A Storyboard A series of pictures, either photographed or drawn, which represent what will appear on the screen shot-by-shot, or scene-by scene. The words for each scene are written under each picture.

14. PPT CCP 11/16/2015 14 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J Steps for Developing Materials Develop a creative conceptDevelop a creative concept Pretest creative concept and revisePretest creative concept and revise Write a draft script/textWrite a draft script/text Select images/storyboardSelect images/storyboard Pretest storyboard/rough layoutsPretest storyboard/rough layouts

15. PPT CCP 11/16/2015 15 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J Steps for Developing Materials Develop a creative conceptDevelop a creative concept Pretest creative concept and revisePretest creative concept and revise Write draft script/textWrite draft script/text Select images/storyboardSelect images/storyboard Pretest storyboard/rough layoutsPretest storyboard/rough layouts Revise based on the pretestRevise based on the pretest

16. PPT CCP 11/16/2015 16 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J Steps for Developing Materials Develop a creative conceptDevelop a creative concept Write a draft script/textWrite a draft script/text Select images/storyboardSelect images/storyboard Pretest storyboard/rough layoutsPretest storyboard/rough layouts Revise based on the pretestRevise based on the pretest Produce final materialsProduce final materials

17. PPT CCP 11/16/2015 17 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J The 7 C’s PPT CCP P. 1

18. PPT CCP 11/16/2015 18 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J The Seven C’s of Effective Communication CommandAttention!!!!

19. PPT CCP 11/16/2015 19 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J The Seven C’s of Effective Communication Command Attention Clarify the Message

20. PPT CCP 11/16/2015 20 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J Be sensitive to Cultural contextCultural context Political prioritiesPolitical priorities Social valuesSocial values

21. 494.PPT CCP P. 12

22. 494.PPT CCP P. 22

23. PPT CCP 11/16/2015 23 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J Use the best talents available If you want professional quality materials, use professionals… If you want amateur results, use amateurs.

24. PPT CCP 11/16/2015 24 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J The Seven C’s of Effective Communication Command Attention Clarify the Message Communicate a Benefit

25. PPT CCP 11/16/2015 25 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J The Seven C’s of Effective Communication Command Attention Clarify the Message Communicate a Benefit Consistency Counts

26. PPT CCP 11/16/2015 26 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J Importance of Consistency Every element of a campaign (words, graphics, sound, images, etc.) should support one central key benefit to a single audience segment.

27. PPT CCP 11/16/2015 27 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J One sight-one sound principle Whenever possible, characters, actors, models, logos, color and sound themes used in one material -- for example a TV drama or spot should also be used in all other materials.

28. PPT CCP 11/16/2015 28 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J The Seven C’s of Effective Communication Command Attention Clarify the Message Communicate a Benefit Consistency Counts Cater to the Heart and Head

29. PPT CCP 11/16/2015 29 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J 7 C’s of Communication An emotional appeal is often more persuasive than the rational facts.

30. PPT CCP 11/16/2015 30 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J Important tip… “Do not address readers as though they were gathered in a stadium. When people read copy (e.g. a poster) they are alone. Address them as another, second person singular.”

31. PPT CCP 11/16/2015 31 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J The Seven C’s of Effective Communication Command Attention Clarify the Message Communicate a Benefit Consistency Counts Cater to the Heart and Head Create Trust

32. PPT CCP 11/16/2015 32 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J The Seven C’s of Effective Communication Command Attention Clarify the Message Communicate a Benefit Consistency Counts Cater to the Heart and Head Create Trust Call to Action

33. PPT CCP 11/16/2015 33 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J The Seven C’s of Effective Communication Command Attention Clarify the Message Communicate a Benefit Cater to the Heart and Head Consistency Counts Create Trust Call to Action Calculate the Results!

34. PPT CCP 11/16/2015 34 Center for Communication Programs U N I V E R S I T Y OHNS HOPKINS J J The Seven C’s of Effective Communication Command AttentionCommand Attention Clarify the MessageClarify the Message Communicate a BenefitCommunicate a Benefit Consistency CountsConsistency Counts Cater to the Heart and HeadCater to the Heart and Head Create TrustCreate Trust Call to ActionCall to Action