Marketing Risk Watch

One of the key tasks of your coalition is to market (promote) Risk Watch. Your chances of long-term success will be greatly improved if your target audiences understand the need for and benefits of Risk Watch. Coalitions often place a high priority on promoting their program to the community, but neglect to promote Risk Watch in their individual organizations. You are going to need the continued support of these organizations in the months and years ahead. Your coalition cannot implement and maintain Risk Watch alone!

Building momentum within your coalition.

Develop a promotion strategy. Consider who you want to reach, the message you want to communicate and the best way to deliver the message. Ask yourself:

• Who are the influential people in my organization? (formal and informal leaders)
• Who will actually provide support for the program? (“worker bees”)
• Who could effectively communicate the Risk Watch message?
• Who is perceived as a role model and is respected by their peers?
• Who could develop support for the Risk Watch project?

Still puzzled by whom to reach? Find someone in the organization whom you trust. Ask for his/her advice.

Develop the content and format of your message. It should address the questions: “Why is Risk Watch necessary?” and “Why is our organization involved?” Your message should communicate your implementation plan and support strategy. Tell people what their role(s) will be. People will be more supportive of your program if they clearly understand your expectations. Your message should also communicate the benefits of Risk Watch to the organization and the community. Your organization’s financial department will want to know the costs of the project in terms of money, people and support. If you don’t know, be honest. Stress that Risk Watch is a community initiative, not the responsibility of a single organization.

Consider the best way to reach your target audiences. Your message should be heard several times and, if possible, in different formats. Some people like written messages, others like a more visual approach and some prefer face-to-face meetings. A tip about reaching those “hard to sell” people: take your message to them personally. A face-to-face discussion gives you the opportunity to express your enthusiasm about the program, answer specific questions and demonstrate your commitment to the project. Don’t spend a lot of time trying to change “unchangeable” minds, but make sure those people know about Risk Watch. Ask for feedback and ideas. Listen. If a legitimate problem or issue is brought forward, address it immediately.

Marketing Risk Watch in the community

Just like promoting Risk Watch in your individual organizations, the first step to promoting Risk Watch in the community is planning. You may want to recruit someone with a marketing background to help create effective messages and distribution methods. Your plan should include: an outline of your message(s), a list of your target audiences, the best methods for reaching your target audiences, a list of resources required and the steps for implementing your strategy.

Your message should focus on the scope of the childhood injury problem and why Risk Watch is a viable solution. It must be based on data from your community. It should also include your coalition’s vision.

Your message may change depending upon the audience you want to reach. For example, the message you provide to potential funders will be different than the message to parents and caregivers. If possible, recruit assistance from members of each target audience to help you develop appropriate messages.

Get your message out! Consider using newsletters, the media, flyers, organization bulletins, public meetings, service clubs, civic organizations and neighbourhood meetings. Don’t overlook the value of recruiting advocates to help you. Let’s say that you want to promote Risk Watch to teachers in a particular school. If you know a principal or teachers who are already familiar with Risk Watch, they will have a better chance of being successful.

Identify the resources you will need for your promotional effort. Consider the cost of printing and advertising, purchasing materials from the Fire Marshal's Public Fire Safety Council and the time of your human resources. You may need to recruit some “worker bees” to help get the materials prepared and disseminated. Your coalition may need to consider outside funding sources.

Summary

Make sure people in your individual organizations and the community understand the need for Risk Watch. Unless they think childhood injuries are a problem, they won’t embrace a solution.

The following resources provide helpful tips on marketing and promotion:

IMPACS Media Communications Tool Kit - download the material from their website www.impacs.org;

“Nine Ways to Move Forward on Injury Prevention” at www.smartrisk.ca (click on CEO Columns);

Health Canada Social Marketing Network: 7 Steps to a Marketing Plan at www.hc-sc.gc.ca/english/socialmarketing/tutorial/index.html; The Safe Communities Guide Book - download the guide by clicking here.

Leadership Tasks

Identify organizational and community leaders who can be advocates for Risk Watch.

Identify methods for reaching your target audiences.

Identify the messages to be communicated to your target audiences.