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.
Slide 4
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.
Slide 5
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.
Slide 6
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
Slide 7
PRESENTATION TITLE OPTIONAL Barriers Those addressed by BR
Strategy Those addressed by SM Strategy Example: Loss of income by
not cutting upper watershed forest Example: No knowledge of
perimeter of NTZ List the Barriers
Slide 8
PRESENTATION TITLE OPTIONAL Barriers Those addressed by BR
Strategy Those addressed by SM Strategy Example: Loss of income by
not cutting upper watershed forest Bee boxes given in exchange for
signing agreement not to cut/burn forest Materials promote income
value of honey from bee boxes Example: No knowledge of perimeter of
NTZ List the Barriers
Slide 9
PRESENTATION TITLE OPTIONAL Barriers Those addressed by BR
Strategy Those addressed by SM Strategy Example: Loss of income by
not cutting upper watershed forest Bee boxes given in exchange for
signing agreement not to cut/burn forest Materials promote income
value of honey from bee boxes Example: No knowledge of perimeter of
NTZ Buoys placed on perimeter of NTZ Posters with pictures of the
buoys promoting staying out of the NTZ List the Barriers
Slide 10
PRESENTATION TITLE OPTIONAL Barriers Those addressed by BR
Strategy Those addressed by SM Strategy Example: Loss of income by
not cutting upper watershed forest Bee boxes given in exchange for
signing agreement not to cut/burn forest Materials promote income
value of honey from bee boxes Example: No knowledge of perimeter of
NTZ Buoys placed on perimeter of NTZ Posters with pictures of the
buoys promoting staying out of the NTZ Loose Status as great fisher
Community Mobilization social support Approval of NTZ Enforcement
Committee Signature of Mayor List the Barriers
Slide 11
How do we resolve the difficulties of timing and purpose
between the BR Strategy and the Marketing Strategy ? Dilemmas
Slide 12
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.
Slide 13
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. 3. Delay BR Strategy and sometimes Community
Mobilization activities until brand developed (not a good option)
2. Develop the brand - at least the visual identity - much earlier
(often a desirable alternative) 1. Develop BR materials without
brand (the current default) Three options for unifying entire
campaign with brand:
Slide 14
3. How to address this in your Marketing Strategy? PRESENTATION
TITLE OPTIONAL a.The Target Audience Plan (Marketing Mix) is
limited to the Target Audience. b.The Community Mobilization Plan
should help drive both the Target Audience and the BR audiences.
c.The Key Influencer Plan can and should address the BR audience
changes.
Slide 15
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 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 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
Slide 16
5.How to address in the Work 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
Slide 17
Target Audience Plan Community Mobilization Plan Key Influencer
Plan 6. When does Messaging integrate BR/MS?
Slide 18
Developed by Nancy Lee: Adapted from Everett Rogers, Jay
Kassirer, Mike Rothschild, Dave Ward, Kristen Cooley
Slide 19
Which questions on BR and the rest of the campaign do we still
need to address?
Slide 20
Barrier Removal Plan for your Campaign Return to group,
identify barriers Worksheet Tab 2, After second yellow page,
Checklist 1 st yelllow page Return to group, identify barriers
Worksheet Tab 2, After second yellow page, Checklist 1 st yelllow
page Determine which barriers will be addressed by your Barrier
Removal Strategy, & your Marketing Strategy 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 Draft a brief Barrier
Removal Plan To be delivered on sheet behind Blue page in Tab
2
Slide 21
Josh Wright Speaker over lunch Please get you lunch and get
settled ASAP so we can enjoy Josh as much as possible!!!!
