Target Audience Identification for Innovation Implementation
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The document discusses identifying the target audience for an innovation. It defines target audience as the specific group an innovation is meant to reach. The key steps are: 1. Define the target audience by considering factors like demographics, needs, pain points. 2. Conduct market research on the target audience to understand their wants and how they might respond to the innovation. 3. Create a description of the target audience to guide development and marketing of the innovation.
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Target Audience Identification for Innovation Implementation
- 1. Accelerating Innovation Implementation Week 3: Identifying the Target Audience
- 2. Accelerating Innovation Implementation You Will Be Able to… • Define the terms commercialization, integration, implementation plan. • Differentiate between a communication plan and a marketing plan. • Define the term target audience. • Create a description of the target audience for your innovation. C-2
- 3. Accelerating Innovation Implementation Plan Components Implementation Plan Marketing Commercialization Integration C-3
- 4. Accelerating Innovation Implementation Communication v. Marketing Desire Conviction Comprehension Awareness Action C-4
- 5. Accelerating Innovation Implementation Establishing a Project Goal Why is this the first step towards building the right implementation team? C-5
- 6. Accelerating Innovation Implementation Defining the Target Audience
- 7. Accelerating Innovation Implementation You Will Be Able to… •Define the term −Target Audience •Create a description of the target audience for your innovation. C-7
- 8. Accelerating Innovation Implementation Who is the Target Audience? C-8
- 9. Accelerating Innovation Implementation Identifying a Target Audience C-9
- 10. Accelerating Innovation Implementation Marketing the Innovation Lesson C.5
- 11. Accelerating Innovation Implementation You Will Be Able to… • Define the terms − Marketing − Market research − Marketing strategy C-11
- 12. Accelerating Innovation Implementation You Will Be Able to… •Develop for your innovation: −a market research approach −list of potential obstacles & opportunities −marketing strategies −budget/schedule considerations C-12
- 13. Accelerating Innovation Implementation Implementing Innovation What needs to be done to make an innovation implementation successful? How do we define marketing? C-13
- 14. Accelerating Innovation Implementation Creating a Marketing Plan Conduct market research Identify obstacles and opportunities Establish a marketing strategy Draft a marketing plan C-14
- 15. Accelerating Innovation Implementation Conducting Market Research C-15
- 16. Accelerating Innovation Implementation Conducting Market Research Definition of market research Contents of a market research report C-16
- 17. Accelerating Innovation Implementation Collecting MR Data C-17
- 18. Accelerating Innovation Implementation Types of Market Research C-18
- 19. Accelerating Innovation Implementation Identifying Obstacles and Opportunities C-19
- 20. Accelerating Innovation Implementation Recognizing Opportunities C-20
- 21. Accelerating Innovation Implementation Recognizing Obstacles C-21
- 22. Accelerating Innovation Implementation Establishing a Marketing Strategy C-22
- 23. Accelerating Innovation Implementation Marketing Strategy Focus C-23
- 24. Accelerating Innovation Implementation Marketing Tools C-24
- 25. Accelerating Innovation Implementation Evaluating Your Strategy C-25
- 26. Accelerating Innovation Implementation Creating a Budget & Schedule Questions to ask when creating a budget and schedule: C-26
- 27. Accelerating Innovation Implementation Impact of Funding Constraints C-27
- 28. Accelerating Innovation Implementation Marketing Strategy Tips C-28
- 29. Accelerating Innovation Implementation Drafting a Marketing Plan C-29
- 30. Accelerating Innovation Implementation Marketing Plan Organization C-30
- 31. Accelerating Innovation Implementation Determining Commercialization Needs Lesson C.6
- 32. Accelerating Innovation Implementation Determining Integration Needs Lesson C.7
- 33. Accelerating Innovation Implementation You Will Be Able to… • Explain purpose of integration plan. • Identify strategies to overcome barriers to implementation. • Determine resources required to mainstream an innovation. C-33
- 34. Accelerating Innovation Implementation Integration Plan Purpose Accounts for obstacles and opportunities. Plans strategies for maximizing opportunities and minimizing obstacles. Increases likelihood of innovation becoming mainstreamed. C-34
- 35. Accelerating Innovation Implementation Obstacles & Opportunities How can we maximize potential opportunities? How can we minimize potential obstacles? C-35
- 36. Accelerating Innovation Implementation Integration Plan Considerations What should be in the integration plan to make sure the innovation is used correctly and mainstreamed? C-36
- 37. Accelerating Innovation Implementation Potential Items to Plan Training Development of Standards Monitoring Technical Support Staffing C-37
- 38. Accelerating Innovation Implementation Monitoring Progress & Sharing Success Lesson C.8
- 39. Accelerating Innovation Implementation You Will Be Able to… • Define the term −performance measures • Develop performance measures that align with implementation plan goals. C-39
- 40. Accelerating Innovation Implementation Why Monitor Progress? C-40
- 41. Accelerating Innovation Implementation Performance Measures What is evaluated? What types of metrics are used? What types of performance measurement tools can be used? C-41
- 42. Accelerating Innovation Implementation Types of Measuring Tools C-42
- 43. Accelerating Innovation Implementation Planning Your Evaluation Items to consider for planning: Budget Schedule Staff Reporting Responding to results C-43
- 44. Accelerating Innovation Implementation The Ultimate Goal Was your implementation successful in terms of … Scope? Timeliness? Effectiveness? C-44
- 45. Accelerating Innovation Implementation Finalizing Your Implementation Plan Lesson C.9
- 46. Accelerating Innovation Implementation Final Steps: Review & Submit C-46
Notas do Editor
- Key message: Background: Interactivity: Direct participants to look at the course schedules listed in their Participant Workbooks for the list of lessons. Notes:
- Key message: Background: The definition for an implementation plan as stated in Module B is: Additional definitions: Marketing Commercialization Integration Interactivity: Presentation: Ask participants to provide the definition for implementation plan from Module B. Then proceed to animate each box on the organization chart to reveal each component of an implementation plan. Provide a definition for each component and a brief description of how each one fits in to the overall plan. Notes:
- Key message: There is a distinction to be made between the terms communication and marketing. Background: Marketing Communication Interactivity: Presentation: Starting with the bottom of the pyramid, you will animate each level and discuss what is meant by each. Notes:
- Key message: In order to get the right team together, the overall goal for the project must be established. Background: Photo is of the I-95 James River Bridge in Richmond, Virginia, is 4,185 feet long, six lanes wide, and a maximum of 96 feet high and it opened in 1958 as part of the Richmond-Petersburg Turnpike. Much of the bridge is comprised of elevated overland approaches. Interactivity: Ask the question on the slide of the participants. An example of the correct answer would be: If you know what you want to achieve, then you know who to organize to make it happen. Presentation: Notes:
- Key message: Background: Interactivity: Presentation Notes:
- Key message: Background: Interactivity: Presentation: Notes:
- Key message: Background: Interactivity: Presentation: Notes:
- Key message: Background: Interactivity: Presentation: Notes:
- Key message: Background: Interactivity: Direct participants to look at the course schedules listed in their Participant Workbooks for the list of lessons. Notes:
- Key message: Background: Interactivity: Direct participants to look at the course schedules listed in their Participant Workbooks for the list of lessons. Notes:
- Key message: Background: Interactivity: Presentation: Notes:
- Key message: Background: Interactivity: Pose first question to the group and record their answers on a flip chart. If answers are not offered right away, remind students that this information was covered in Module B. Presentation: Animate questions one at a time. Notes:
- Key message: Background: Interactivity: Presentation: Notes:
- Key message: Background: Interactivity: Presentation: Notes:
- Key message: Background: Interactivity: Presentation: Notes:
- Key message: Background: Interactivity: Presentation: Notes:
- Key message: Background: Interactivity: Presentation: Notes:
- Key message: Background: Interactivity: Presentation: Notes:
- Key message: Background: Interactivity: Presentation: Notes:
- Key message: Background: Interactivity: Presentation: Notes:
- Key message: Background: Interactivity: Direct participants to look at the course schedules listed in their Participant Workbooks for the list of lessons. Notes:
- Key message: Background: Interactivity: Direct participants to look at the course schedules listed in their Participant Workbooks for the list of lessons. Notes:
- Key message: Background: Interactivity: Direct participants to look at the course schedules listed in their Participant Workbooks for the list of lessons. Notes:
- Key message: Background: “When the Georgia DOT hired a contractor to build an interchange on Interstate 85 near LaGrange, one requirement was that the contractor conduct user satisfaction surveys at the quarter points of the project. ‘Evaluating customer satisfaction is one way the Georgia DOT can assess whether an effort meets our standards for quality and safety and helps further our mission to provide a safe, seamless and sustainable transportation system that supports Georgia's economy and is sensitive to its citizens and the environment,’ said Greg Wiggins, Georgia DOT senior engineer and design group manager. The agency set a goal that 80 percent of those surveyed be somewhat to very satisfied with the job being done. The first survey was conducted in December 2007 by telephone when the project was 25 percent complete. The results showed that 65 percent of respondents who expressed an opinion were somewhat to very satisfied, while 35 percent were somewhat to very dissatisfied. The survey also found that respondents who had received information on the project were more satisfied. Almost one in two respondents who received a postcard was somewhat to very satisfied, compared to one in three who did not receive the mailer. ‘The survey results indicated that communication efforts are influencing how satisfied respondents are with current construction efforts,’ said Wiggins. To increase the customer satisfaction level, the agency implemented additional communication activities, including updating messages on the project hotline and mailing postcards to residents on upcoming lane closures and construction work, installing portable message boards in the project area and distributing a news release. Results of the second survey indicate that those efforts paid off. Among those with an opinion, 73 percent were somewhat satisfied or better. ‘If we can duplicate these results on the next survey, we will exceed our 80 percent goal,’ said Brandy McDow of ARCADIS, the project design firm. FHWA’s “Innovator - Accelerating Innovation for the American Driving Experience”, June/July 2008 Volume 2, Issue 7. Interactivity: Direct participants to look at the course schedules listed in their Participant Workbooks for the list of lessons. Notes:
- Key message: Background: Interactivity: Direct participants to look at the course schedules listed in their Participant Workbooks for the list of lessons. Notes:
- Key message: Background: http://www.fhwa.dot.gov/resourcecenter/programs/technology/perform_tracking.cfm Interactivity: Direct participants to look at the course schedules listed in their Participant Workbooks for the list of lessons. Presentation: Notes:
- Key message: Background: Interactivity: Direct participants to look at the course schedules listed in their Participant Workbooks for the list of lessons. Notes: