Transcript Materials Development

Introduction to
Materials Development
PPT CCP
P. 1
Session Objectives
• Understand the process of
materials development
• Understand the ‘7 C’s of
communication and how to apply
them to materials development
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PPT CCP 4/2/2016 2
Main Idea
For effective development of
materials, we need to:
1. Appreciate the situation from the
audience point of view
2. Apply the 7 C’s of effective
communication.
3. Pre-test!!
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Hierarchy of Communication
Effects
90
80%
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5%
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Exposed to Understand
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Message
Message
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Approve
message
Intend to
Act
Act
PPT CCP 4/2/2016 4
Steps for Developing Materials
• Complete a Creative Strategy Outline
• Develop a creative concept (brainstorm
ideas with creative and technical people)
• Pretest the creative concept and revise
• Write the script/text
• Select images/storyboard
• Pretest storyboard/rough layouts
• Revise based on the pretest
• Produce final materials
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Steps for Developing Materials
• Develop a creative concept
(Review research and brainstorm
with creative and technical staff)
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A Creative Concept is:
The overall creative context in which
the key message is presented,
sometimes referred to as
“The Big Idea.”
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Creative concept
After identifying the key benefit that
appeals best to your audience
segment, the next step is find out
how best to present the key benefit.
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Steps for Developing Materials
• Develop a creative concept
• Pretest creative concept and revise
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PPT CCP 4/2/2016 9
Steps for Developing Materials
• Develop a creative concept
• Pretest creative concept and revise
• Write a draft script/text
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PPT CCP 4/2/2016 10
Use the best talents available
If you want professional quality
materials, use professionals.
If you want amateur results, use
amateurs.
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PPT CCP 4/2/2016 11
Steps for Developing Materials
•
•
•
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Develop a creative concept
Pretest creative concept and revise
Write a draft script/text
Select images/storyboard
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PPT CCP 4/2/2016 12
A Storyboard
A series of pictures, either
photographed or drawn, which
represent what will appear on the
screen shot-by-shot, or scene-by
scene. The words for each scene
are written under each picture.
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PPT CCP 4/2/2016 13
Steps for Developing Materials
•
•
•
•
•
Develop a creative concept
Pretest creative concept and revise
Write a draft script/text
Select images/storyboard
Pretest storyboard/rough layouts
JOHNS HOPKINS
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Center for Communication Programs
PPT CCP 4/2/2016 14
Steps for Developing Materials
•
•
•
•
•
•
Develop a creative concept
Pretest creative concept and revise
Write draft script/text
Select images/storyboard
Pretest storyboard/rough layouts
Revise based on the pretest
JOHNS HOPKINS
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Center for Communication Programs
PPT CCP 4/2/2016 15
Steps for Developing Materials
•
•
•
•
•
•
Develop a creative concept
Write a draft script/text
Select images/storyboard
Pretest storyboard/rough layouts
Revise based on the pretest
Produce final materials
JOHNS HOPKINS
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PPT CCP 4/2/2016 16
The 7 C’s
PPT CCP
P. 1
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PPT CCP 4/2/2016 17
The Seven C’s of Effective
Communication
Command
Attention!!!!
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PPT CCP 4/2/2016 18
The Seven C’s of Effective Communication
Command Attention
Clarify the Message
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PPT CCP 4/2/2016 19
Be sensitive to
• Cultural context
• Political priorities
• Social values
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PPT CCP 4/2/2016 20
494.PPT CCP P. 12
494.PPT CCP P. 22
Use the best talents available
If you want professional quality
materials, use professionals…
If you want amateur results, use
amateurs.
JOHNS HOPKINS
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Center for Communication Programs
PPT CCP 4/2/2016 23
The Seven C’s of Effective Communication
Command Attention
Clarify the Message
Communicate a Benefit
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PPT CCP 4/2/2016 24
The Seven C’s of Effective Communication
Command Attention
Clarify the Message
Communicate a Benefit
Consistency Counts
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PPT CCP 4/2/2016 25
Importance of Consistency
Every element of a campaign (words,
graphics, sound, images, etc.)
should support one central key
benefit to a single audience segment.
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PPT CCP 4/2/2016 26
One sight-one sound principle
Whenever possible, characters,
actors, models, logos, color and
sound themes used in one material -for example a TV drama or spot
should also be used in all other
materials.
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PPT CCP 4/2/2016 27
The Seven C’s of Effective Communication
Command Attention
Clarify the Message
Communicate a Benefit
Consistency Counts
Cater to the Heart and Head
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PPT CCP 4/2/2016 28
7 C’s of Communication
An emotional appeal is often more
persuasive than the rational facts.
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Important tip…
“Do not address readers as though
they were gathered in a stadium.
When people read copy (e.g. a poster)
they are alone. Address them as
another, second person singular.”
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PPT CCP 4/2/2016 30
The Seven C’s of Effective Communication
Command Attention
Clarify the Message
Communicate a Benefit
Consistency Counts
Cater to the Heart and Head
Create Trust
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PPT CCP 4/2/2016 31
The Seven C’s of Effective Communication
Command Attention
Clarify the Message
Communicate a Benefit
Consistency Counts
Cater to the Heart and Head
Create Trust
Call to Action
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PPT CCP 4/2/2016 32
The Seven C’s of Effective Communication
Command Attention
Clarify the Message
Communicate a Benefit
Cater to the Heart and Head
Consistency Counts
Create Trust
Call to Action
Calculate the Results!
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PPT CCP 4/2/2016 33
The Seven C’s of Effective Communication
•
•
•
•
•
•
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Command Attention
Clarify the Message
Communicate a Benefit
Consistency Counts
Cater to the Heart and Head
Create Trust
Call to Action
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PPT CCP 4/2/2016 34