Fwd: [PSI's SocialCast ] A REAL LIVE QUESTION WE JUST RECEIVED FROM A KEY DONOR TO A RECENT PROPOSAL..." [we] request additional information on how PSI will imple...

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Sanjay Rao Chaganti

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Jul 24, 2011, 11:05:48 PM7/24/11

to Asia/EE DELTA group, David Valentine, PSI) Alysha Beyer (KH, PSI) Yasmin Madan (KH, Esther Saville, Gary Mundy, SANJEEV DHAM, (E-mail), Nirdesh M. Tuladhar

An interesting question facing us as marketers/researchers......Any thoughts marketing folks? Pl do post on social cast or email Donna at dshe...@psi.org

Sanjay

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From: Donna Sherard <sh...@socialcast.com>
Date: 23 July 2011 1:55:32 AM GMT+06:00
To: scha...@psi.org.in
Subject: [PSI's SocialCast ] A REAL LIVE QUESTION WE JUST RECEIVED FROM A KEY DONOR TO A RECENT PROPOSAL..." [we] request additional information on how PSI will imple...
Reply-To: sh...@socialcast.com

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The following message was sent by Donna Sherard in the IPC Deep Dive group:

Donna Sherard
A REAL LIVE QUESTION WE JUST RECEIVED FROM A KEY DONOR TO A RECENT PROPOSAL..." [we] request additional information on how PSI will implement a more nuanced approach to segmentation and program implementation within each target audience with regards to MCP (Multiple and Concurrent Sexual Partnerships), and how they will address social and behavior change beyond the individual level.'" Translation, how are we going to develop a strategy that addresses not only the primary audience but those who influence him/her? While we (PSI) have deliberated whether we need to expand our strategic thinking beyond our primary target audience, the time has come to change the way we do things. Not only because the donors say so but because it is a better practice. This starts with reframing our formative research, i.e. 'who does Sarah most listen to and why? And incorporating influencing audiences into DELTA with communication objectives, specific channels even building an archetype for key influencers (secondary and tertiary audiences). How can we begin to get this done?
July 23 at 1:25 am

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The following message was sent by Donna Sherard in the IPC Deep Dive group:
	Donna Sherard A REAL LIVE QUESTION WE JUST RECEIVED FROM A KEY DONOR TO A RECENT PROPOSAL..." [we] request additional information on how PSI will implement a more nuanced approach to segmentation and program implementation within each target audience with regards to MCP (Multiple and Concurrent Sexual Partnerships), and how they will address social and behavior change beyond the individual level.'" Translation, how are we going to develop a strategy that addresses not only the primary audience but those who influence him/her? While we (PSI) have deliberated whether we need to expand our strategic thinking beyond our primary target audience, the time has come to change the way we do things. Not only because the donors say so but because it is a better practice. This starts with reframing our formative research, i.e. 'who does Sarah most listen to and why? And incorporating influencing audiences into DELTA with communication objectives, specific channels even building an archetype for key influencers (secondary and tertiary audiences). How can we begin to get this done? July 23 at 1:25 am
Comment on Donna's Question