In this step, the information gathered during Analysis is used to design a Strategy which will guide a the program in reaching its objectives. Good program designs:
Create Goals and Objectives to quantify the desired changes in knowledge, attitudes, skills, behaviors, policies expected within a specific time.
Develop a Program Position that has a memorable identity or theme, linking all messages and activities.
Select the right Approach and Media Mix to provide a coordinated, multi-level program that combines multiple communication channels.
Design a Monitoring and Evaluation Plan that provides indicators and data sources to monitor program implementation and audience reaction, provide a feedback loop, and measure outcomes and impact.
Plans for Leadership and Coordination with partners and stakeholders to ensure synergized action.
How to Design SBCC Messages
In social and behavior change communication (SBCC), a message is a statement containing key points of information that a program wants to communicate to an audience to encourage behavior change. Message design is the process of connecting insights about the priority audience with key information the audience needs to know in order to make the change the program desires. Successful, well-designed messages are simple, memorable, easily understood, culturally appropriate and meaningful to the audience. Their design stems from a clear creative brief that outlines what the communication intervention aims to achieve.
How to Plan an Interpersonal Communication Intervention
Interpersonal communication (IPC) is the tailored exchange or sharing of information, thoughts, ideas and feelings between two or more people to address behavioral determinants of health. It is influenced by attitudes, values, social norms and the individuals’ immediate environment. IPC can be one way or two way. It can also be verbal, non-verbal or both. Types of IPC include one-on-one interactions (at clinic or community), small group interactions, large group discussions, hotlines, supportive supervision visits, peer education, parent-child or inter-spousal communication.
A communication strategy is the critical piece bridging the situation analysis and the implementation of a social and behavior change communication (SBCC) program. It is a written plan that details how an SBCC program will reach its vision, given the current situation. Effective communication strategies use a systematic process and behavioral theory to design and implement communication activities that encourage sustainable social and behavior change.
How to Create a Brand Strategy Part 3: Developing the Personality and Look of the Brand
The brand personality is a description of the brand, expressed in two to four adjectives, as if it were a person, such as friendly, bold, smart or confident. The personality is used to shape the tone and voice for all brand communication, including advertisements, packaging and the brand name. Brand execution is the material components of a brand – logos, colors, fonts, the ‘look and feel’ – that differentiate a brand in the mind of the audience. Execution is designed to take the product, service or behavior, and create a desired image and perception around it. The executional elements should complement the brand positioning and personality. Developing the executional elements is the last step in developing a brand strategy.
How to Create a Brand Strategy Part 2: Developing Positioning for a Branded Product, Service or Behavior
Brand positioning is the identification and promotion of the most important and unique benefit that the product/service/behavior represents in the mind of the audience. It identifies what is unique and compelling about the brand, and how the brand is different from the competition. Positioning helps an SBCC program be perceived in a positive light by the audience. Positioning, however, is ‘behind the scenes.’ While it guides the marketing strategy, it is never explicitly stated in external marketing materials.
An organization’s mission statement describes clearly and concisely why the organization exists – its purpose. The mission statement defines what is important to the organization and guides the organization’s decisions and activities. It answers questions about whom the organization serves and what, why and how the organization does what it does.
A creative brief is a short, written document used by project managers and creative professionals to guide the development of creative materials (e.g. drama, film, visual design, narrative copy, advertising, websites, slogans) to be used in communication campaigns. Usually, it is no more than two pages in length, sets the direction, defines the audience(s), focuses on the key messages and shows the desired results for an SBCC campaign or materials.
Logic models are program planning tools that define the inputs, outputs, outcomes of a program in order to explain the thinking behind program design and show how specific program activities lead to desired results. Defining inputs, outputs, and outcomes early in program planning ensures a deliberate flow of activity to results. Logic models are visual tools that can help programs create action plans for activities. They also help program implementers see the way in which the individual pieces fit into larger program objectives and goals.
A creative concept is an overarching “Big Idea” that captures audience interest, influences their emotional response and inspires them to take action. It is a unifying theme that can be used across all campaign messages, calls to action, communication channels and audiences. Typically, the creative concept is embodied in a headline, tagline and a key visual. Successful creative concepts are distinctive, memorable, unifying and relevant. Some examples include: Nike’s “Just Do It” campaign, the “Got Milk?” campaign and the Red Ribbon Campaign.
How to Create a Brand Strategy Part 1: Using Audience Insight to Drive Your Brand
Audience insight refers to an understanding of the emotional motivations and needs of the audience. An insight goes beyond descriptive demographic data, such as age, gender or income level, and describes a key piece of information about how the audience feels in relation to a specific product, service or behavior. An audience insight statement is comprised of two fundamental components: A summary of the understanding of the audience’s identified needs, and the key problem they have faced trying to fulfill this need.