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NARROWCAST CAMPAIGN GUIDE for COMMUNITY PROGRAMS: Creating Health Messages for Targeted Media Campaigns

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NARROWCAST CAMPAIGN GUIDE for COMMUNITY PROGRAMS: Creating Health Messages for Targeted Media Campaigns NARROWCAST CAMPAIGN GUIDE FOR COMMUNITY PROGRAMS: Creating health messages for targeted media campaigns NARROWCAST CAMPAIGN GUIDE FOR COMMUNITY PROGRAMS: Creating health messages for targeted media campaigns Deborah C. Glik • Mike Prelip • Amy Myerson University of California Los Angeles, School of Public Health Department of Community Health Sciences Health and Media Research Group Katie Eilers • INMED Partnerships for Children/MotherNet L.A. Table of Contents PREFACE . .1 Guide Framework . .1 Who is This Guide for? . .2 Using This Guide . .3 I. PLANNING YOUR NARROWCAST CAMPAIGN . .4 What is a Narrowcast Campaign? . .4 Identifying the Need for a Narrowcast Campaign . .6 Is a Narrowcast Campaign Right for Your Project? . .9 Setting Campaign Objectives . .11 II. FORMATIVE RESEARCH AND MATERIALS DEVELOPMENT . .16 Conducting Formative Research . .16 Materials Production . .24 III. MANAGEMENT AND ADMINISTRATION . .27 Partnerships . .27 Creating a Realistic Budget . .30 Choosing a Marketing Company . .35 IV. CAMPAIGN IMPLEMENTATION AND TRACKING . .37 Staffing Your Project . .37 Where to Distribute Your Message . .38 Interacting with Business Owners and Community Leaders . .39 How Many Posters are Needed to Reach Market Saturation? . .40 A Day in the Life of an Outreach Worker . .40 The Importance of Maintenance . .41 Process Tracking . .42 V. EVALUATION AND FOLLOW-UP . .43 The Logic of Measuring Change . .43 Evaluation Strategies . .45 Data Collection in the Community Setting . .47 Questionnaire Development . .48 Exposure vs. Impact . .51 Data Management and Analysis . .52 Low-Cost vs. High-Cost Evaluations . .52 CONCLUSIONS . .54 REFERENCES . .55 APPENDIX A: WEBSITES FOR POPULATION STATISTICS . .58 APPENDIX B: SAMPLE RELEASE WAIVER . .59 APPENDIX C: PRINCIPLES OF PARTNERSHIPS . .60 APPENDIX D: CALCULATING PERSONNEL COSTS . .62 APPENDIX E: CALCULATING INDIRECT COSTS . .64 APPENDIX F: SAMPLE BUDGET AND JUSTIFICATION . .65 Sample Budget . .65 Sample Budget Justification . .66 APPENDIX G: TIPS FOR HOLDING FOCUS GROUPS . .68 APPENDIX H: SAMPLE FOCUS GROUP GUIDE . .69 Moderator’s Discussion Guide: Initial Focus Group Interviews on Alcohol and Pregnancy . .69 APPENDIX I: SAMPLE PROCESS TRACKING FORM . .72 APPENDIX J: GLOSSARY . .73 ACKNOWLEDGEMENTS . .76 P r e f a c PREFACE e Next time you are out in your community, look around you. What do you see? If you live in most areas of the country, you are likely to be surrounded by advertising. Most advertising promotes products or political viewpoints, while some promotes socially conscious products or positive behaviors. Whether commercially driven, for political gain, or for social good, one type of advertising campaign increasingly used is the narrowcast campaign. Narrowcast campaigns target specific, narrowly defined, segments of a population, often in one geographic area. One of the ways communities have adopted the narrowcast strategy is by developing locally sponsored campaigns that may reach selected types of people or segments of the population with information about a specific issue or need. These focused campaigns are usually less expensive and more feasible at the community level than larger campaigns using broadcast media. Because of their targeted nature, they also may be more effective. This campaign guide was inspired by our participation in two campaigns in Southern California using the narrowcast technique. One campaign targeted teens and the other campaign targeted young women who lived in specific geographic areas. Both campaigns warned audiences about the dangers associated with drinking alcohol during pregnancy. We learned a great deal in the process of producing, implementing, and evaluating these narrowcast campaigns, and found the narrowcast strategy to be ideal for community-based organizations, nonprofits and governmental agencies. Our hope in writing this guide is to make you aware of the narrowcast approach and provide you with the tools and skills necessary to develop and implement your own campaigns. Guide Framework This guide is divided into five main sections, which represent the five major components of implementing a narrowcast campaign: 1. Planning Your Narrowcast Campaign This section introduces the concept of narrowcasting, and guides you in determining whether it is an appropriate strategy for your community and the issue you want to address. This section also provides guidelines for writing clear and attainable program objectives and suitably choosing your target audience. 2. Formative Research and Materials Development This section focuses on conducting formative research and producing campaign materials. After reading this section, you will have a richer understanding of the types of formative research and how each type can assist you in producing the most effective narrowcast campaign for your target audience. Examples from our own formative research are used to demonstrate the attention to detail necessary in developing a narrowcast campaign. Finally, this section will give you guidance in determining what kind of materials to produce and how many you will need. Narrowcast Campaign Guide for Community Programs 1 P r e f a 3. Management and Administration c e This section focuses on the management and administrative aspects of producing and implementing a narrowcast campaign in your community. We address the crucial “behind the scenes” activities such as forming partnerships, creating your budget, and choosing a marketing company, all of.
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