week three

Accelerating Innovation Implementation

Week 3: Identifying the Target Audience

Accelerating Innovation Implementation

You Will Be Able to…

• Define the terms commercialization, integration, implementation plan.

• Differentiate between a communication plan and a marketing plan.

• Define the term target audience.

• Create a description of the target audience for your innovation.

C-2

Accelerating Innovation Implementation

Plan Components

Implementation Plan

Marketing Commercialization Integration

C-3

Accelerating Innovation Implementation

Communication v. Marketing

Desire

Conviction

Comprehension

Awareness

Action

C-4

Accelerating Innovation Implementation

Establishing a Project Goal

Why is this the first step towards building the right implementation team?

C-5

Accelerating Innovation Implementation

Defining the Target Audience  

Accelerating Innovation Implementation

You Will Be Able to…

• Define the term

−Target Audience

• Create a description of the target audience for your innovation.

C-7

Accelerating Innovation Implementation

Who is the Target Audience?

C-8

Accelerating Innovation Implementation

Identifying a Target Audience

C-9

Accelerating Innovation Implementation

Marketing the Innovation  

Lesson C.5

Accelerating Innovation Implementation

You Will Be Able to…

• Define the terms

− Marketing

− Market research

− Marketing strategy

C-11

Accelerating Innovation Implementation

You Will Be Able to…

•Develop for your innovation:

− a market research approach

− list of potential obstacles & opportunities

− marketing strategies

− budget/schedule considerations C-12

Accelerating Innovation Implementation

Implementing Innovation

What needs to be done to make an innovation implementation successful?

How do we define marketing?

C-13

Accelerating Innovation Implementation

Creating a Marketing Plan

Conduct market research

Identify obstacles and opportunities

Establish a marketing strategy

Draft a marketing plan

C-14

Accelerating Innovation Implementation

Conducting Market Research

C-15

Accelerating Innovation Implementation

Conducting Market ResearchDefinition of market researchContents of a market research report

C-16

Accelerating Innovation Implementation

Collecting MR Data

C-17

Accelerating Innovation Implementation

Types of Market Research

C-18

Accelerating Innovation Implementation

Identifying Obstacles and Opportunities

C-19

Accelerating Innovation Implementation

Recognizing Opportunities

C-20

Accelerating Innovation Implementation

Recognizing Obstacles

C-21

Accelerating Innovation Implementation

Establishing a Marketing Strategy

C-22

Accelerating Innovation Implementation

Marketing Strategy Focus

C-23

Accelerating Innovation Implementation

Marketing Tools

C-24

Accelerating Innovation Implementation

Evaluating Your Strategy

C-25

Accelerating Innovation Implementation

Creating a Budget & ScheduleQuestions to ask when creating a budget and schedule:

C-26

Accelerating Innovation Implementation

Impact of Funding Constraints

C-27

Accelerating Innovation Implementation

Marketing Strategy Tips

C-28

Accelerating Innovation Implementation

Drafting a Marketing Plan

C-29

Accelerating Innovation Implementation

Marketing Plan Organization

C-30

Accelerating Innovation Implementation

Determining Commercialization Needs

Lesson C.6

Accelerating Innovation Implementation

Determining Integration Needs

Lesson C.7

Accelerating Innovation Implementation

You Will Be Able to…

• Explain purpose of integration plan.

• Identify strategies to overcome barriers to implementation.

• Determine resources required to mainstream an innovation.

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Accelerating Innovation Implementation

Integration Plan Purpose

Accounts for obstacles and opportunities.

Plans strategies for maximizing opportunities and minimizing obstacles.

Increases likelihood of innovation becoming mainstreamed.

C-34

Accelerating Innovation Implementation

Obstacles & Opportunities

How can we maximize potential opportunities?

How can we minimize potential obstacles?

C-35

Accelerating Innovation Implementation

Integration Plan ConsiderationsWhat should be in the integration plan to make sure the innovation is used correctly and mainstreamed?

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Accelerating Innovation Implementation

Potential Items to Plan

Training

Development of Standards

Monitoring

Technical Support

Staffing

C-37

Accelerating Innovation Implementation

Monitoring Progress & Sharing Success

Lesson C.8

Accelerating Innovation Implementation

You Will Be Able to…

• Define the term

−performance measures

• Develop performance measures that align with implementation plan goals.

C-39

Accelerating Innovation Implementation

Why Monitor Progress?

C-40

Accelerating Innovation Implementation

Performance Measures

What is evaluated?

What types of metrics are used?

What types of performance measurement tools can be used?

C-41

Accelerating Innovation Implementation

Types of Measuring Tools

C-42

Accelerating Innovation Implementation

Planning Your Evaluation

Items to consider for planning:

Budget

Schedule

Staff

Reporting

Responding to results

C-43

Accelerating Innovation Implementation

The Ultimate Goal

Was your implementation successful in terms of …

Scope?

Timeliness?

Effectiveness?

C-44

Accelerating Innovation Implementation

Finalizing Your Implementation Plan

Lesson C.9

Accelerating Innovation Implementation

Final Steps: Review & Submit

C-46