How Does the ACTUALITY™ Program Work?

ACTUALITY™ includes 6 phases. We can provide you with a complete project, or we can work with you to provide the phases you need, while you complete additional aspects of the project.

Phase One: Build the Foundation:
The initial site visit and training will assist your local team in ensuring that the foundation is in place to support a successful campaign. An extensive readiness exercise will confirm the strength of the foundations as well as expose gaps to be addressed. Participants will be grounded in the six phases of an ACTUALITY™ campaign and be ready to move to phase two.

Phase Two: Gather the Relevant Data:
All ACTUALITY™ social norms campaigns are data driven. The data must be current, reflect the behaviors and attitudes of your particular school/community and must include perception measures. ACTUALITY™ can design with you a survey that can be administered either online or paper/pencil that will focus in on your targeted behavior. Subsequent instruments will be developed to measure campaign recognition and post-campaign growth and progress. All existing data will be used in developing a thorough picture of your community.

Phase Three: Assess Target Audience:
It is crucial that the ACTUALITY™ team understand the nuances of your school and your students as thoroughly as possible. Students need to feel that the campaign truly resonates and reflects their school and their issues--this increases believability and ownership. During the initial site visit, focus groups will allow us to hear your students' voices and understand their perspective about life in their school and community. Additional student-focused materials such as yearbooks and student newspapers will help us get to know your students.

Phase Four: Develop Marketing Plan:
This phase includes the strategic development of an original campaign message that addresses the targeted behavior. The creative development of a unique concept will result in a "branding" of the campaign. This brand or concept is what students will identify with and will carry the healthy message of the campaign. The message will be communicated by any number of channels such as print, web, viral and non-traditional methods. This phase of the process also includes strategizing the most effective ways of communicating this message to the targeted demographic.

Phase Five: Campaign Roll-out:
This is the phase where the fun really begins and when everyone associated with the campaign see the fruits of all their hard work and dedication. If all the previous phases were completed with fidelity, the roll-out will be the powerful culminating part of the process that will change lives. Inherent in this phase will be the need to work with students to create strategically planned activities and events throughout the school year to draw attention to the campaign and effectively market the campaign. Ray Romero will continue to play a key role in working with you to develop the roll-out plan.

Phase Six: Evaluation:
Following Steven Covey's teaching to "start with the end in mind," the evaluation phase and related data collected will be discussed at the onset of the project. This crucial activity will allow all involved to see how the needle moved on changing perceptions and behaviors.

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Contact us to learn more about ACTUALITY™.