The Engage planning process
1. Scope
What are we trying to achieve?
- Examine and define the issue
- 'Know what we know' - analyse existing data
- Engage key stakeholders
- Set objectives and goals
With whom?
- Identify the core audiences to focus on
- What do we know about them?
- Understand their influences and influencers
- Set goals for behaviour change (if appropriate)
What's our plan?
- Identify existing and available initiatives and interventions
- Review resources and budgets
- Examine fit with existing strategies and plans
2. Develop
What's the best way to achieve goals within budgets?
- Identify segmentation of the audience
- Find insights about the audience
- With policy and delivery colleagues plan the best people experience to achieve desired outcome
- Develop an engaging proposition
- Identify the most motivating messages for people and influencers
How can we deliver to the best of our ability?
- Work with external partners
- Work with the right people internally to make it happen
- Find the best activity combination for the ideal communication campaign
- Develop creative solutions
- Test and refine
3. Implement
Going Live
- Launch
- Integrate activities so they work best together
How are we doing?
- Monitor regularly
- Spot other opportunities
- Tackle problems
- Adjust and refine communication activity
4. Evaluate
What have we achieved?
- Measure results against goals and objectives
- Identify what went well/not so wel
- Be honest about what effect we've had
- Evaluate how we've done against time and budget
What now? What next?
- Plan what we should do next and longer-term
- Work out how to capitalise on what we've done
- Identify the effect on longer-term strategies, plans and actions
- Feed evaluation into the evidence base
Next: the principles
