week three

Accelerating Innovation Implementation

Week 3: Identifying the Target Audience


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


Plan Components

Implementation Plan

Marketing Commercialization Integration

C-3


Communication v. Marketing

Desire

Conviction

Comprehension

Awareness

Action

C-4


Establishing a Project Goal

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

C-5


Defining the Target Audience



• Define the term

−Target Audience

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

C-7


Who is the Target Audience?

C-8


Identifying a Target Audience

C-9


Marketing the Innovation

Lesson C.5



• Define the terms

− Marketing

− Market research

− Marketing strategy

C-11



•Develop for your innovation:

− a market research approach

− list of potential obstacles & opportunities

− marketing strategies

− budget/schedule considerations C-12


Implementing Innovation

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

How do we define marketing?

C-13


Creating a Marketing Plan

Conduct market research

Identify obstacles and opportunities

Establish a marketing strategy

Draft a marketing plan

C-14


Conducting Market Research

C-15


Conducting Market ResearchDefinition of market researchContents of a market research report

C-16


Collecting MR Data

C-17


Types of Market Research

C-18


Identifying Obstacles and Opportunities

C-19


Recognizing Opportunities

C-20


Recognizing Obstacles

C-21


Establishing a Marketing Strategy

C-22


Marketing Strategy Focus

C-23


Marketing Tools

C-24


Evaluating Your Strategy

C-25


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

C-26


Impact of Funding Constraints

C-27


Marketing Strategy Tips

C-28


Drafting a Marketing Plan

C-29


Marketing Plan Organization

C-30


Determining Commercialization Needs

Lesson C.6


Determining Integration Needs

Lesson C.7



• Explain purpose of integration plan.

• Identify strategies to overcome barriers to implementation.

• Determine resources required to mainstream an innovation.

C-33


Integration Plan Purpose

Accounts for obstacles and opportunities.

Plans strategies for maximizing opportunities and minimizing obstacles.

Increases likelihood of innovation becoming mainstreamed.

C-34


Obstacles & Opportunities

How can we maximize potential opportunities?

How can we minimize potential obstacles?

C-35


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

C-36

Nancy.Laffey

Start video at 4:04 minute


Potential Items to Plan

Training

Development of Standards

Monitoring

Technical Support

Staffing

C-37


Monitoring Progress & Sharing Success

Lesson C.8



• Define the term

−performance measures

• Develop performance measures that align with implementation plan goals.

C-39


Why Monitor Progress?

C-40


Performance Measures

What is evaluated?

What types of metrics are used?

What types of performance measurement tools can be used?

C-41


Types of Measuring Tools

C-42


Planning Your Evaluation

Items to consider for planning:

Budget

Schedule

Staff

Reporting

Responding to results

C-43


The Ultimate Goal

Was your implementation successful in terms of …

Scope?

Timeliness?

Effectiveness?

C-44


Finalizing Your Implementation Plan

Lesson C.9


Final Steps: Review & Submit

C-46

week three

Business