Transcript Target Markets Subcommittee presentation

Target Markets Subcommittee
Working Group Meeting
13 December 2010
Our Tasks
1. Develop criteria for selecting target markets,
countries, networks
2. Provide suggestions for target areas for the first two
years
3. Develop meaningful measures of effectiveness and
impact
4. Identify the forms of research support
Criteria for Target Selection
Mission: to foster engagement between the US and the rest of
the world with a view to promoting share values and common
interests, increasing mutual understanding and respect, and
enhancing America’s image in the world.
“ity” Criteria for Selecting Target Markets:
1.
2.
3.
4.
Complementarity
Receptivity
Accessibility
Feasibility
5.
6.
7.
8.
Reciprocity
Inclusivity
Multiplicity
Sustainability
Initial Suggestions for Target Selection
Who
Where
Youth
Mix of hotspots and nonhotspots
Social and business
entrepreneurs
Online networks
Opinion leaders/influentials
Emerging markets with strong
ties to US market
Engaged citizens
At least some degree of
political openness
Digital insiders
MENA, Latin America
US affinity, hostility,
indifference
United States
Proposed Measures of Effectiveness
‘Ity Criteria’
Evidence
1. Complementarity Complement, enhance USG efforts
2. Receptivity
Increase in shared values, understanding,
support
3. Accessibility
4. Feasibility
Numbers of individuals reached
Successful implementation of activities
(outputs)
5. Reciprocity
Number and type of Americans involved
and engaged
6. Inclusivity
Number and type of partner organizations
involved and engaged
7. Multiplicity
8. Sustainability
Numbers of actors reached beyond target
Ability to continue activities in longer term
Research Support
5 types of research needed:
1.
2.
3.
4.
5.
Baseline
Formative
Process
Summative
Best Practice
Recommendations:
1.
2.
3.
4.
Create a Research Council to direct research activities of the
organization
Take advantage of numerous sources of existing data
Allocate a certain percentage of the budget to research to
demonstrate what works and why (best practice library)
Require grant recipients to conduct their own M&E