implementation workshop part 2 implementing a...

© 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


Engagement:

internal stakeholders / external stakeholders /

external organisations

Commitment:

Budget support a phased strategy,

internal and external organizational commitment

(staff and resources)

Engagement

Commitment



Implementation and

maintenance



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 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


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






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


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


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


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


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


destigmatization – making it ok to ask for help

Continue to build on Phase 2

Distribution of Tippaper


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

implementation workshop part 2 implementing a...

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