# My Plan

Use this template to record the information pertinent to each step of
the planning process.

Click on the appropriate link from the list below to go to the step in
MyPlan. **Note: Once the answers to the guiding questions are reflected
in the outcome step, the instructions and guiding questions can be
deleted to save space if you wish.**

To create a table of key program decisions about Target Audience,
Behavior Change, Exchange/Benefits, Strategy, Intervention Activities
and Tactics, go to the **My Model** document.

**Phase 1- Problem Description**

[**Step 1.1- Write a problem statement**](#Step1_1)

[**Step 1.2- List and map the causes of the health problem**](#Step1_2)

[**Step 1.3- Identify potential audiences**](#Step1_3)

[**Step 1.4- Identify the models of behavior change and best
practices**](#Step1_4)

[**Step 1.5- Form your strategy team**](#Step1_5)

[**Step 1.6- Conduct a SWOT analysis**](#Step1_6)

**Phase 2- Market Research**

[**Step 2.1- Define your research questions**](#Step2_1)

[**Step 2.2- Develop a market research plan**](#Step2_2)

[**Step 2.3- Conduct and analyze market research**](#Step2_3)

[**Step 2.4- Summarize research results**](#Step2_4)

**Phase 3- Market Strategy**

[**Step 3.1- Select your target audience segments**](#Step3_1)

[**Step 3.2- Define current and desired behaviors for each audience
segment**](#Step3_2)

[**Step 3.3- Describe the benefits you will offer**](#Step3_3)

[**Step 3.4- Write your behavior change goal(s)**](#Step3_4)

[**Step 3.5- Select the intervention(s) you will develop for your
program**](#Step3_5)

[**Step 3.6- Write the goal for each intervention**](#Step3_6)

**Phase 4- Interventions**

[**Step 4.1- Select members and assign roles for your planning
team.**](#Step4_1)

[**Step 4.2- Write specific, measurable objectives for each intervention
activity.**](#Step4_2)

[**Step 4.3- Write a program plan, including timeline and budget, for
each intervention.**](#Step4_3)

[**Step 4.4- Pretest, pilot test, and revise as needed.**](#Step4_4)

[**Step 4.5- Summarize your program plan and review the factors that can
affect it.**](#Step4_5)

[**Step 4.6- Confirm plans with stakeholders.**](#Step4_6)

**Phase 5- Evaluation**

[**Step 5.1- Identify program elements to monitor.**](#Step5_1)

[**Step 5.2- Select the key evaluation questions.**](#Step5_2)

[**Step 5.3- Determine how the information will be
gathered.**](#Step5_3)

[**Step 5.4- Develop a data analysis and reporting plan.**](#Step5_4)

**Phase 6- Implementation**

[**Step 6.1- Prepare for launch.**](#Step6_1)

[**Step 6.2- Execute and manage intervention components.**](#Step6_2)

[**Step 6.3- Execute and manage the monitoring and evaluation
plans.**](#Step6_3)

[**Step 6.4- Modify intervention activities, as feedback
indicates.**](#Step6_4)

**Phase 1: Problem Description**

[]{#Step1_1 .anchor}**Step 1.1- Write a problem statement**

a\. Guiding questions:

-   What should be occurring? (desired behavior)      

-   What is occurring? (problem)      

-   Who is affected and to what degree?      

-   What could happen if the problem isn't addressed?      

b\. Outcome of this step:

> Statement of the problem to be addressed.

     

[]{#Step1_2 .anchor}**Step 1.2- List and map the causes of the health
problem**

a\. Guiding questions:

-   What are the causes of the health problem?

    -   Direct     

    -   Indirect     

-   What are the risk factors?      

-   What are the protective factors?      

b\. Worksheet:

Health Problem Analysis Worksheet

c\. Outcome of this step:

> List of health problem causes categorized as direct and indirect, and
> as risk and protective factors organized in a logical sequence.

     

[]{#Step1_3 .anchor}**Step 1.3- Identify potential audiences**

a\. Guiding questions:

-   Who is most affected by the problem?      

-   Who is most likely to change their behavior?      

-   Who is most feasible to reach?      

-   What are the key secondary audiences?      

b\. Outcome of this step:

Two or three potential audiences.

     

[]{#Step1_4 .anchor}**Step 1.4- Identify the models of behavior change
and best practices**

a.  Guiding questions:

-   Which theories appear to have determinants of behavior that match
    the causal factors you identified in Step 1.3 and why?      

-   What has worked with similar audiences in the past based on your
    review of other programs?      

b.  Outcome of this step:

A summary of the theories and best practices that you will use.

     

[]{#Step1_5 .anchor}**Step 1.5- Form your strategy team**

a\. Guiding questions:

-   What are the required roles?      

-   Who can help with financial and political issues within the
    organization?      

-   Who are the external partners most critical to get on board?      

-   What organizational structure will be used?      

-   What communications approaches will be used?      

b\. Worksheet:

+-----------------------+-----------------------+-----------------------+
| Team Member           | Affiliation           | Role                  |
+-----------------------+-----------------------+-----------------------+
|                       |                       |                       |
+-----------------------+-----------------------+-----------------------+
|                       |                       |                       |
+-----------------------+-----------------------+-----------------------+
|                       |                       |                       |
+-----------------------+-----------------------+-----------------------+
|                       |                       |                       |
+-----------------------+-----------------------+-----------------------+
|                       |                       |                       |
+-----------------------+-----------------------+-----------------------+
|                       |                       |                       |
+-----------------------+-----------------------+-----------------------+
|                       |                       |                       |
+-----------------------+-----------------------+-----------------------+
| Decision-making       |                       |                       |
| process:              |                       |                       |
|                       |                       |                       |
|                       |                       |                       |
+-----------------------+-----------------------+-----------------------+
| Communication         |                       |                       |
| process:              |                       |                       |
|                       |                       |                       |
|                       |                       |                       |
+-----------------------+-----------------------+-----------------------+

c\. Outcome of this step:

> The names of your team members, their affiliations, and their roles
> and brief descriptions of your communication and decision-making
> processes

     

[]{#Step1_6 .anchor}**Step 1.6- Conduct a SWOT analysis**

a\. Guiding questions:

-   How relevant is the problem to your organization's mission/goals?
         

-   Where does the problem fit in your organization's priorities?      

-   What knowledge is available to ameliorate the problem, and do you
    have access to that information?      

-   What is the state of relevant technology?      

-   Are the human, technical and financial resources you need to address
    the problem available?

-   What activities can you do in-house?      

-   What activities will you need to contract for, and what challenges
    are presented by the contracting process?      

-   What work is already underway to address the problem, and who is
    doing that work?

-   What gaps exist?      

-   What political support and resistance surround the problem?      

-   What organizations or activities that affect the problem indirectly
    (that work "upstream" in your health problem analysis could be
    potential partners?      

-   Are there ethical concerns associated with any of the possible
    interventions?      

b\. Worksheet:

SWOT worksheet

  ----------------------- -------------------------- ---------------------------
  **Factors/Variables**   **Internal**               **External**

  **Positive**            Strengths                  Opportunities

                                                          

  **Negative**            Weaknesses                 Threats

                                                          
  ----------------------- -------------------------- ---------------------------

c\. Outcome of this step:

The strengths, weaknesses, opportunities and threats identified, along
with any ethical barriers to adopting particular interventions in your
community. Also, a summary of eliminated approaches and ones that appear
to be more attractive based on the SWOT analysis.

     

**Phase 2- Market Research**

[]{#Step2_1 .anchor}**Step 2.1- Define your research questions**

a\. Guiding questions:

-   What gaps or assumptions are there in your Phase 1 analysis?      

-   What questions are suggested by the theory (ies) of behavior change
    you are choosing for guidance?      

-   What questions do you have about applying best practice to your
    specific target audience and situation?      

-   What questions do you have about benefits, barriers and competition
    for some behaviors you may want to target?      

b\. Outcome of this step:

> List of research questions (divide them into nice to know and need to
> know)

     

[]{#Step2_2 .anchor}**Step 2.2- Develop a market research plan\
**

a\. Guiding questions:

-   Which of the research questions developed in Step 2.1 can be
    answered using secondary sources and which ones require collecting
    new (primary) data      

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-   Will you be using qualitative or quantitative methods to answer your
    primary research questions and if so which ones specifically?      

-   In what order will you conduct your formative studies?      

b\. Outcome of this step:

> Market Research Plan

     

[]{#Step2_3 .anchor}**Step 2.3- Conduct and analyze market research**

a\. Guiding questions:

-   Who will carry out each major component of the market research plan
    you crafted in the previous step?      

-   What are their roles and responsibilities?      

-   If needed, who will be the lead researcher?      

-   How will you tabulate and analyze the data?      

b\. Outcome of this step:

Market research analysis

     

[]{#Step2_4 .anchor}**Step 2.4- Summarize research results**

a\. Market research results summary worksheet:

  ------------------- ---------------------------------------------------
  Executive Summary        

  Introduction             

  Methodology              

  Results                  

  Conclusions and          
  Recommendations     
  ------------------- ---------------------------------------------------

b\. Outcome of this step:

Market research results summary

     

**Phase 3- Market Strategy**

[]{#Step3_1 .anchor}**Step 3.1- Select your target audience segments**

a\. Guiding questions:

> For each of the potential segments, answer the following questions
> using information from your research findings:

-   What are their aspirations?      

-   What are the benefits of the target behavior valued?      

-   What are the competitive behaviors practiced?      

-   What information channels are used?      

-   What is their level of readiness for change?      

Which segments that have the following?

-   Perceived benefits that are easy to build into an exchange      

-   Competing behaviors against which you can "win"      

-   The largest number of people reachable at the smallest cost      

-   The greatest readiness to change      

```{=html}
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```
-   Based on the characteristics and concerns of secondary audiences
    (influentials) in your Phase 2 research, does the amount of
    influence they have merit devoting program resources to reaching
    them as a distinct audience segment?      

b\. Outcome of this step:

> List of primary and secondary target audience segments refined from
> the list created in Step 1.2 using the results of the research done in
> Phase 2.

     

[]{#Step3_2 .anchor}**Step 3.2- Define current and desired behaviors for
each audience segment**

a\. Guiding questions:

-   What behaviors are the audience segments you have chosen currently
    engaged in?      

-   Which of these behaviors could be changed in the short-run?      

-   Is it likely to change them with a little more incentive? If
    audience members take the desired action, will it make a tangible
    difference in achieving your overall program goal?      

> To narrow your list down to the final priorities, answer these
> questions about the following factors for each audience/behavior pair:
>
> Risk

-   Is the target audience segment currently practicing risky or
    unhealthy behaviors?      

-   How serious is the risk?      

> Impact

-   Does the new (desired) behavior reduce risk?      

-   Will addressing this audience/behavior have a useful, lasting impact
    on the problem?      

-   How effective will the proposed behavior be at reducing overall
    negative outcomes or improving positive ones?      

-   Is the audience/behavior being effectively addressed by anyone else?
         

> Behavioral Feasibility

-   Is the audience likely to adopt the behavior? Is the current
    behavior seen as a problem? How ingrained or "rewarding" are the
    current or competing behaviors?      

-   How costly is it (time, effort, resources) for the audience segment
    to perform the behavior?      

-   How complex is the behavior (does it involve few or several
    elements)?      

-   How frequently must the behavior be performed?      

-   How compatible is the proposed behavior with the audience's current
    practices (is the behavior socially approved)?      

-   Are there major barriers to engaging in the desired behavior? What
    information, skills, resources and/or access must the audience
    segment acquire to overcome the barriers and make the desired
    behavior change?      

-   Are there at least some members of the segment ("doers") who manage
    to do the desired behavior? Do they have unusual characteristics?
         

> Resource Feasibility

-   How effectively can we reach this audience segment given our
    available resources?      

-   How effectively can we influence their behaviors given our available
    resources?      

-   Can this audience/behavior be addressed within the timeframe of the
    initiative or does it require an ongoing effort?      

> Political Feasibility

-   Will the community (or other important stakeholders) support this
    audience/behavioral objective?      

-   Does your organization support the choice?      

b\. Worksheet:

Utilize the interactive Health Intervention Comparison Wizard provided
for this step in CDCynergy.

c\. Outcome of this step:

Descriptions of current and desired behaviors for each audience segment

     

[]{#Step3_3 .anchor}**Step 3.3- Describe the benefits you will offer**

a\. Guiding questions:

-   What do your audience research findings show that the target
    audience wants?      

-   What do audience members say they value the most?      

-   What are you are asking them to do?      

-   What they'll get in return?      

-   Does the exchange you are proposing meet the following criteria?
         

-   Easy-to-irresistible to accept ?      

-   Maximizes the benefits they will get for adopting a behavior?      

-   Minimizes any barriers that might deter them?      

b\. Worksheet:

Exchange Worksheet

+-----------------------------------+-----------------------------------+
| **Audience member gives:**        | **Audience member gets:**         |
|                                   |                                   |
|                                   |                                   |
+-----------------------------------+-----------------------------------+
| **Social Marketer gets:**         |                                   |
|                                   |                                   |
|                                   |                                   |
+-----------------------------------+-----------------------------------+

c\. Outcome of this step:

Description of the benefits that will be offered.

     

[]{#Step3_4 .anchor}**Step 3.4- Write your behavior change goal**

a\. Guiding questions:

-   Who?      

-   Will do what?      

-   Under what conditions?      

-   In exchange for?      

b\. Outcome of this step:

Behavior change goal write-up

     

[]{#Step3_5 .anchor}**Step 3.5- Select the intervention(s) you will
develop for your program**

a\. Guiding questions:

-   What interventions do you propose to develop?

    -   Communication about facts and benefits      

    -   Providing or improving a service      

    -   Developing or adapting a product      

    -   Changing policy through advocacy and community mobilization to
        reduce barriers to service      

b\. Outcome of this step:

> List of interventions to be developed
>
>      

[]{#Step3_6 .anchor}**Step 3.6- Write the goal for each intervention**

a\. Guiding questions:

-   How will each intervention work to influence the audience to adopt
    the new behavior?      

b\. Outcome of this step:

> Description of in goals for the interventions

     

**Phase 4- Interventions**

[]{#Step4_1 .anchor}**Step 4.1-** **Select members and assign roles for
your planning team.**

a\. Guiding questions:

-   Should your current team's composition be supplemented or
    reconfigured to incorporate the intervention planning skills
    contacts or other resources needed for this phase that your current
    strategy team lacks?      

-   What additional representation do you need on your team in terms of
    groups that you want to reach, and technical, managerial, and
    creative expertise?      

b\. Outcome of this step:

> List of planning team members and descriptions of their roles.

     

[]{#Step4_2 .anchor}**Step 4.2-** **Write specific, measurable
objectives for each intervention activity.**

a\. Guiding questions:

> What are the short-term, intermediate and long-term outcome objectives
> for each intervention goal that you set in Phase 3?      

b\. Outcome of this step:

> The short-term, intermediate and long-term outcome objectives for each
> intervention goal.

     

[]{#Step4_3 .anchor}**Step 4.3- Write a program plan, including timeline
and budget, for each intervention.**

a\. Guiding questions:

-   What are the activities, timing, scope and quality of each
    intervention and the size and nature of the target audience that
    will be exposed to it?      

b\. Outcome of this step:

> The delivery/reach objectives, timeline and budget for each
> intervention

     

[]{#Step4_4 .anchor}**Step 4.4-** **Pretest, pilot test, and revise as
needed.**

a\. Guiding questions:

-   What is your plan to create and test your concepts, products,
    distribution channels, materials and messages?      

-   What are the revisions that will be made based on the testing of the
    items above?      

b\. Outcome of this step:

> Testing plan and recommended revisions based on the outcomes of the
> testing.

     

[]{#Step4_5 .anchor}**Step 4.5- Summarize your program plan and review
the factors that can affect it.**

a\. Guiding questions:

-   What are the factors that can affect your program plan?      

b\. Outcome of this step:

> List of the factors that can affect your program plan.

     

[]{#Step4_6 .anchor}**Step 4.6-** **Confirm plans with stakeholders.**

a\. Guiding questions:

-   Do your stakeholders support your intervention plans?      

-   Have you secured stakeholder agreements?      

b\. Outcome of this step:

> Secured stakeholder buy-in and support.

     

**Phase 5- Evaluation**

[]{#Step5_1 .anchor}**Step 5.1-** **Identify program elements to
monitor.**

a\. Guiding questions:

-   Which program elements will you monitor?      

b\. Outcome of this step:

> List of program elements to monitor

     

[]{#Step5_2 .anchor}

**Step 5.2-** **Select the key evaluation questions.**

a\. Guiding questions:

-   What evaluation questions will you address?      

b\. Outcome of this step:

> List of evaluation questions.

     

[]{#Step5_3 .anchor}**Step 5.3**- **Determine how the information will
be gathered.**

a\. Guiding questions:

-   What information sources and data collection methods will you use
    for monitoring and evaluation?      

-   What evaluation research design will be used?      

b\. Outcome of this step:

> Description of information sources, data collections methods and
> research design.

     

[]{#Step5_4 .anchor}**Step 5.4-** **Develop a data analysis and
reporting plan.**

a\. Guiding questions:

-   How will the data for each monitoring and evaluation question will
    be coded, summarized and analyzed?      

-   How will conclusions be justified?      

-   How will stakeholders both inside and outside the agency will be
    kept informed about the monitoring and evaluation activities?      

-   When will the monitoring and evaluation activities be implemented
    and how will they be timed in relation to program implementation?
         

-   How will the costs of monitoring and evaluation be presented?      \
    How will the monitoring and evaluation data will be reported?      

-   What are your monitoring and evaluation timelines and budgets?      

b\. Outcome of this step:

> A data analysis and reporting plan

     

**Phase 6- Implementation**

[]{#Step6_1 .anchor}**Step 6.1- Prepare for launch.**

a\. Guiding questions:

-   Have you received organizational clearance for use of program
    materials?      

-   What level of quality can you can afford to produce them in the
    amounts needed to support your program activities?      

-   If you plan to issue requests for proposals (RFPs) have the been
    prepared and what is your schedule for issuing and reviewing them?
         

-   Have you hired new staff or consultants as your program plan
    requires?      

-   Have you trained your staff to prepare them for the launch of your
    intervention activities?      

-   Do you need a plan for rolling out different intervention components
    at different times?      

b\. Outcome of this step:

Launch preparations and plan.

     

[]{#Step6_2 .anchor}**Step 6.2-** **Execute and manage intervention
components.**

a\. Guiding questions:

-   When is your launch date and how will you manage and publicize it?
         

-   How will you managing program activities and personnel?      

-   What will be your approach to taking advantage of unforeseen
    opportunities that arise and integrating lessons learned?      

b\. Outcome of this step:

> Execution and ongoing management of intervention components.

     

[]{#Step6_3 .anchor}**Step 6.3- Execute and manage the monitoring and
evaluation plans.**

a\. Guiding questions:

-   What is the ongoing status of your program progress, monitoring and
    evaluation activities, feedback and lessons learned?      

b\. Outcome of this step:

Summary of monitoring and evaluation results.

     

[]{#Step6_4 .anchor}**Step 6.4**- **Modify intervention activities, as
feedback indicates.**

a\. Guiding questions:

-   What modifications are needed to the interventions based on the
    results of your monitoring and evaluation activities?      

b\. Outcome of this step:

Recommendations for modifications to intervention activities.