© Copyright Triple P International 2012
Implementation Workshop Part 2
Implementing a Communications Strategy
Implementation Workshop Part 2
What can you expect?
imperatives tactics and
materials
phases and processes
Deconstruct a communications
strategy
Implementation workshop Part 2
Quadruple C Panel Discussion
• Colleen Geake: Alberta Human Services
• Carol Caldwell-Ewert: Sonoma First 5,
California
• Conor Owens: Health Service Executive,
Ireland
• Carine Kielstra: Triple P Consultant (former
Stay Positive implementation SO&T,
Amsterdam)
Why do we care so much about
implementation?
• investment in evidence-based parenting program
• maximum reach across target population
• effective communications strategy
• effective implementation strategy
maximum return on investment (ROI)
Implementation of a communications strategy
Following a similar implementation process
• Engagement
• Commitment
• Implementation planning
• Implementation phases
• Implementation and maintenance
Engagement
Commitment
Implementation planning
Implementation phases
Implementation and
maintenance
Do I need a communications strategy or do I
need communications materials
Implementation of a communications strategy
Engagement:
internal stakeholders / external stakeholders /
external organisations
Commitment:
Budget support a phased strategy,
internal and external organizational commitment
(staff and resources)
Engagement
Commitment
Implementation planning
Implementation phases
Implementation and
maintenance
Implementation of a communications strategy
Implementation planning
Distribution systems, communications materials,
sustainable PR, promotional activity, flights of paid
advertising (extend reach and build brand)
Implementation Phases 1 – 4
Engagement of stakeholders, raising public
awareness, destigmatization, active referrals
Implementation and maintenance
sustainability
Engagement
Commitment
Implementation planning
Implementation phases
Implementation and
maintenance
Stay Positive
Triple P communications strategy
Responding to global need
strength of global resources supporting strength of local
implementation (think global, act local)
• quality materials
• cost-effective
• save re-inventing the wheel
• pre-approved website copy
• up-to-date information
• integrated communication model
• building a research base
Rationale for creative execution of Stay Positive
• Resonate with parents (they understand me)
• Provide strong visual appeal (attractive/eye-catching)
• Cut through the advertising clutter (people are exposed
to 3,000 + messages per day)
Clean design, striking images, clear call to action
Stay Positive in action
Stay Positive materials support implementation phases
• Website (open / closed provider)
• Posters
• Brochures (inc. low literacy)
• Flyers
• Billboard artwork
• Tippapers
• TV ad
• Radio ads scripts
• Online banner ads
• Website XML link
• SMS messages
• Event banners
• Event balloons
• Merchandise
Research on campaign look and feel
Line up your implementation ducks
• Effective materials ✔
• Budget support a phased campaign ✔
materials
sustainable PR
promotional activity
flights of paid advertising
(extend reach and build brand)
• Implementation Processes
• engagement
• commitment
• planning
Implementation processes within Stay Positive
phases
Phase 1
• Internal systems: engagement of internal stakeholders, commitment
• External organisations: engagement, commitment, gaining support
Phase 2
• Raise public awareness: distribution of materials,
implementing tactics, brand building
Phase 3
• Destigmatization: distribution of destigmatizing materials,
implementing tactics, continuing to build brand
Phase 4
• Sustainability: continue distribution and build calendar of activity
Implementation phases
Phase 1 Implementation
Internal support is vital
• Top down and bottom up commitment and support
• Meetings and information sharing
• Internal champions
• Updates and monitoring
If we build it will they come?
Barriers to Phase 1 implementation success
Factors affecting implementation success: people and support systems
senior management support, department support, admin support, line
managers and providers at the coal-face
• See the value/understand their role
• Current workload
• Are they delivering
• Technical confidence
• Outreach confidence
Implementation Phase 1
Building foundations for organizational understanding and support
Implementation overview powerpoint
explains Stay Positive campaign at a senior management level
Demo website
click around. Explanations are provided in text.
http://www.demo.triplep-staypositive.net
Stay Positive overview booklet
a summary of rationale, implementation, FAQs
Video (short and longer form)
showcases the Stay Positive campaign
FAQs
Common questions answered
Implementation Phase 1
Building foundations for Coordinator understanding and support
• Email support system overview powerpoint
• Tippaper templates PDF
• My page overview PDF
• Website localization guide PDF
• CMS and user guide
• Implementation overview PDF
• How to videos for web functions
Phase 1 Implementation
Building foundations for Provider understanding and support
Practitioners need implementation support…
• tools
• materials
• on-going communication
Stay Positive is a one-stop-shop….
• local peer support
• sharing of knowledge and ideas
• Interactive (build groups, post, share)
• promotional support
• clinical tools
• local news and events
Phase 1 Implementation
Building foundations for Provider understanding and support
Plan for information sharing and ongoing communication
• ‘Stay Positive explained’ video
• Provider launch event
• Provider email series
• Plan calendar to keep site relevant
and fresh (peer support, local events)
• Form an early adopters group
• Actively seek feedback
Materials to help with provider engagement
Email engagement support system
Making the job of providers easier through
sustainable support
We need to get the message across that this is about making their
job of delivering Triple P easier
• Clinical tools
• Local peer support information
• Downloadable promotional materials
• Order promotional materials
• Up-to-date with TPI
• Practitioner interaction
• Form groups
Slide no.26
Practitioner support materials
Implementation support materials for practitioners
• Stay Positive DVD explains Stay Positive campaign and
showcases materials. Features an intro by Professor Sanders
• Implementation Guidelines for Practitioners PDF
• Template letter of introduction to organizations
• Triple P explained powerpoint for practitioners
to deliver to organizations
• Key steps to successful promotion of your
program PDF
• Overprint session dates and times template
• Downloadable PR materials
And…there’s a new parent website
Communication with parents is now much easier!
http://sonoma-county.triplep-staypositive.net/us-en/home/
Phase 1 – building foundations
for external organizational support
• Build networks of support
• Meetings to explain Triple P and how
they can help support outreach
• Distribution system
• Website linking system maximise SEO
• Referral system
Slide no.29
Implementation Phase 2
Reaching parents – build trust, be visible, be accessible
A parenting program is not an “everyday purchase” (short purchase cycle).
It is not considered a “necessity purchase”
Long purchase cycle. Some parents will have a need now /
some later / some never
…effective communication of a parenting program is
about being in it for the long haul.
x
Outreach to parents
be in it for the long haul
Promoting parenting programs is a long purchase cycle promotion.
You need to be visible, relevant and accessible whenever a parent may
have an interest or need during their parenting career.
Plan your calendar of outreach
Implementation Phase 2
raising community awareness
• Distribution of materials
• Public launch
• Public Relations support activity
• Advertising
• Social media plan and content grid
• Events
• Visits to places parents frequent
Implementation Phase 3
destigmatization – making it ok to ask for help
Continue to build on Phase 2
Distribution of Tippaper
Implementation Phase 4
sustainability
• Parent materials
• PR
• Advertising
• Destigmatization
• Calendar of activity
Research on impact
Stay Positive phases and implementation must-do’s
• Engage internal and external stakeholders and support systems
• Build public awareness (parenting is important, lots of parents need help
from time to time, there are proven programs available)
• Build trusted brand (Triple P works)
• Minimize psychological barriers (stigma)
• Minimize physical barriers (make accessing the program easy and flexible)
• Sustained communication (be visible at whichever point in time a parent
may have an interest or readiness)
• Continue to engage and support internal and external stakeholders
Thank you and Stay Positive!
Slide no.38