Separate or Together

Separate or Together

Yesterday Biodiversity

Learning Objectives: • Define all the barriers. Discuss tips for addressing/prioritizing barriers. • Identify which barriers are addressed by the Barrier Removal Strategy vs. which by the Marketing Strategy. • Examine how the BR Strategy and Marketing Strategy are integrated. Developed a BR Strategy for the Mini-campaign.

Learning Objectives: • Define all the barriers. Discuss tips for addressing/prioritizing barriers. • Identify which barriers are addressed by the Barrier Removal Strategy vs. which by the Marketing Strategy. • Examine how the BR Strategy and Marketing Strategy are integrated. Develop a BR Strategy for the Mini-campaign.

Barriers: Political Financial Legal Technical Organizational Cultural Social Emotional With your team identify quickly the set of barriers you think you might face in your campaign

List the Barriers PRESENTATION TITLE OPTIONAL

Dilemmas How do we resolve the difficulties of timing and purpose between the BR Strategy and the Marketing Strategy?

1. BR absence in Research Plan and Planning Tools (Results Chain, Survey, etc.) • BR efforts were identified at the cohort level and reflect explicit barriers that may or may not be identified by the target audience . They are most often addressed right from the beginning, so as not to slow down the marketing effort. They cannot be fully addressed in these tools. • They will be brought together with the Marketing Strategy at a later point in the campaign.

2. Timing of Activities in BR/SM Strategies, i.e. How to Brand BR when BR often begins beforehand? How do I create materials when BR is delayed. • Three options for unifying entire campaign with brand: 1. Develop BR materials without brand (the current default) 2. Develop the brand - at least the visual identity - much earlier (often a desirable alternative) 3. Delay BR Strategy and sometimes Community Mobilization activities until brand developed (not a good option)

3. How to address this in your Marketing Strategy? The Target Audience Plan (Marketing Mix) is limited to the Target Audience. The Community Mobilization Plan should help drive both the Target Audience and the BR audiences. The Key Influencer Plan can and should address the BR audience changes. PRESENTATION TITLE OPTIONAL

4. How to address this in the BR Strategy? • The BR Strategy is usually ahead of the Marketing Strategy, so it can be adjusted to take advantage of the marketing strategy as it comes into being, helping integrate the entire campaign. • The BR Strategy will have elements that are often not impacted by any element of the marketing strategy, or only by incorporating BR audiences into the Key Influencer Plan

The Work Plan is the one place where all elements should be listed and coordinated, bringing the timing into sequence with each other and integrating the entire campaign 5. How to address in the Work Plan?

6. When does Messagingintegrate BR/MS? Target Audience Plan Community Mobilization Plan Key Influencer Plan

Developed by Nancy Lee: Adapted from Everett Rogers, Jay Kassirer, Mike Rothschild, Dave Ward, Kristen Cooley

Which questions on BR and the rest of the campaign do we still need to address?

Barrier Removal Plan for your Campaign • Return to group, identify barriers Worksheet Tab 2, After second yellow page, Checklist 1st yelllow page • Determine which barriers will be addressed by your Barrier Removal Strategy, & your Marketing Strategy • Draft a brief Barrier Removal Plan – To be delivered on sheet behind Blue page in Tab 2

Josh Wright – Speaker over lunch • Please get you lunch and get settled ASAP so we can enjoy Josh as much as possible!!!!

Separate or Together

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