Who are the people in your neighborhood?

(If “neighborhood” is your priority audience!)

Project Planning Tasks

1. Develop problem statement

2. Conduct situation analysis

3. Select priority audience and behavior

4. Determine goals and objectives

What are the 4 steps?Plan

Develop

Strategy

Evaluate

ImplementFormativeResearch

TestMaterials

Defining the Problem

Problem Analysis

Problem

Analysis

What data or literature indicates this is a problem?

If actions have been made to address the

problem, why is it persisting?What are the potential

sources and/or causes?

Who and/or what is

impacted?

What are the impacts?

Where is this a problem?

What is the problem?

Figuring Out The Problem

Literature Review

What does existing data say?

Does data call out some specific aspect of the problem?

Are segments of the audience identified?

What are some approaches that have worked or not

worked?

Figuring Out The Problem

Literature Review

PubMed

Google Scholar

Professional Organization Websites & Newsletters

Agency databases (Dept of Ecology, EPA, Census data)

Figuring Out The Problem

Other Program Efforts

What have other organizations or programs done to

address this problem?

What has/hasn’t worked for others?

What can we learn from this?

What knowledge is missing?

Figuring Out The Problem

Interviews

Key Informants

Experts

Representatives of existing programs

Figuring Out The Problem

Data Visualization

• GIS – Geographical Information System

• Google Maps

• Existing data tables

• Tableau

• Power BI

0 100 200 300 400 500 600 700

White Center/Blvd Pk

Vashon Island

Tukwila-Sea Tac

Southeast County

Riverview-Lower Valley

Redmond/Union Hill

Northwest Seattle

North Seattle

Kirkland

Issaquah-Sammamish

Federal Way

Des Moines-Normandy Pk

Covington-Maple Valley

Cascade-Fairwood

Burien

Bellevue

Ballard

FERTILITY RATES BY HPA, RACE/ETHNICITY, KING COUNTY 2001-2009

White NH Black NH Native American NH Asian and Pacific Is NH Hispanic

FERTILITY RATES FOR MOTHERS BY RACE/ETHNICITY

Fertility rates are determined by the number of live births to women of all ages 15 to 44 within a given race/ethnicity and the total population of women within a given race/ethnicity.

Fertility rate is the number of births to all women per 1000 women ages 14 to 55.

King County demographic data by Health Planning Areas show the highest overall fertility rates in Auburn, Burien, Kent and Tukwila-SeaTac.

Source: Center for Health Statistics, Washington State Department of Health. 2009.

FERTILITY RATES BY HPA, RACE/ETHNICITY, KING COUNTY 2001-2009

Source: Center for Health Statistics, Washington State Department of Health. 2009.

Summary

• Many ways to discover more about the problem

• How you might group those puzzle pieces

• Take key findings that matter for your problem and put them in

a report

Situation Analysis

Situation Analysis: Purpose

Thoughtfully and strategically select a priority audience and behavior

Learning enough about:

- associated health/environmental outcomes

- associated influencing factors

Situation AnalysisWho?

Who is causing the problem? Under what circumstances?

Who is affected?

Who has tried to address it? How? Results?

What?

What’s the impact?

What are the best solutions to the problem?

Where?

Where is the problem occurring?

Situation Analysis

When?

• Is there a time variable?

Why?

• Why is it happening?

• Any political nuances/current events to consider?

How?

• How is it happening? What’s the pathway?

Existing Programs

Research Findings

Existing Conditions

Potential Partnerships

SWOT

Political Realities

Budget

Cultural Realities

The Situation

Potential Audiences

&Potential Behaviors

Stake-holders

Problem Analysis

Equity

Equity Analysis

• Who is being impacted?

• Vulnerable communities impacted more?

• How to minimize impacts on certain groups?

• How is outreach being received?

Summary

•Problem Analysis

•Who? What? Where? When? Why? How?

•Other influencing factors?

ACTIVITY: Land of Make Believe

•Problem Analysis

•Situation Analysis

Existing Programs

Research Findings

Existing Conditions

Potential Partnerships

SWOT

Political Realities

Budget

Cultural Realities

The Situation

Potential Audiences

&Potential Behaviors

Stake-holders

Problem Analysis

Equity

Selecting Audience

http://52weekturnaround.com/2014/06/10/rolling-out-your-plan-for-world-domination-do-this-first/

Why It’s Important to Zero In on an Audience

• Further refine project goals

• Focus efforts and resources

• Increase chances of success with outreach efforts

• Change lives & improve health outcomes

Process for Selecting a Priority Audience

1. Identify audience segments

2. Identify priority criteria

3. More research

4. Rate audience segments

Segment Your Audience

Geographic Segments• Cities, counties, rural, urban, suburban

Demographic Segments• Men, women, families with children• Cultural segments

Segments by Behavior (ex: safe cleaning)• Use many hazardous cleaning products• Use unsafe amounts of bleach• Store hazardous products within reach of young kids

Select Potential Audiences

Lead Paint

•Contractors

•DIYers

•Parents with Children age 0-6

•Day Laborers

Selection Criteria

• Reach

• Potential for Exposure

• ESJ Attributes

• Momentum

• Ability to Change

• Feasibility

http://jeanporter.cmswiki.wikispaces.net/Teachers+--+Just+For+Fun

Audience Selection Tool

Reach

Potential for Exposure

https://mywesthill.org/event/page/23/

Equity & Social Justice Attributes

• Historically Underserved

• Vulnerable Population

• Service Gap

Momentum

Ability to Change

http://www.jaybhatti.com/2011/05/how-startups-should-deal-with-cliff-vesting-for-employees/

Feasibility

• Resources

• Budget

• Schedule

Summary

• Ranked your audience and criteria

• Select one! (Yes, only one!)

• Add to your situation analysis

• Do more research

ACTIVITY: Land of Make Believe

Audience Selection

Selecting a Behavior

Who acts on desired behavior and under what circumstances?

Selecting a Behavior to Promote

Process for Selecting a Behavior

1. Identify current/preferred behaviors

2. Identify priority criteria

3. More research - ask stakeholders,

audience, etc.

4. Rate audience segments

Behavior Selection Tool – Safer Cleaning Practices

Community Engagement

• Involve members of your audience in decision making

• Dependent on resources & time

• Influences positive outcomes

ACTIVITY: Land of Make Believe

Behavior Selection

How does it all fit?

Situation + Priority Audience + Preferred Behavior

=

Existing Programs

Research Findings

Existing Conditions

Potential Partnerships

SWOT

Political Realities

Budget

Cultural Realities

The Situation

Potential Audiences

&Potential Behaviors

Knowledge Gaps & Primary

Research Needs

Potential Marketing Strategies

Potential Message Concepts

Stake-holders

The Problem

Equity