Seminar Held In Person

Learning objectives:

6B. Use communication tactics from story-telling and marketing to entice people to join your K2A initiative, and act on your theory of change. Specifically, you will learn to: Make your call to action more relatable to your audience by selecting a “brand archetype” and describing the “quest” you are asking your stakeholders to take -- around which you organize your communications (per Sachs’ empowerment marketing tool).

Field Guide Tool on which we focus: Sachs’ Basic Training in Empowerment Marketing

Readings

Sachs, J. (2012). Winning the Story Wars: Why Those Who Tell - and Live - the Best Stories Will Rule the Future. Boston, MA, Harvard Business Review Press. Chapters 5 & 6. We will be using the basic training sections at the end of both chapters. Feel free to use AI summaries of these chapters to help you digest the material, especially if/when you experience confusion about the basic training elements.

Hannah Jim (former MPH student): Alternate Archetype Options

Gen Squeeze Brand Mentor: Excerpt from GS Voice & Tone Guide

Gladwell, Malcolm. (2024). Revenge of the Tipping Point: Overstories, Superspreaders and the Rise of Social Engineering. Little, Brown and Company. Feel free to use AI to generate a summary of the "overstory" concept, which features throughout this book.

Resource (not required reading): Kreuter, M. W. and J. M. Bernhardt (2009). "Reframing the Dissemination Challenge: A Marketing and Distribution Perspective." American Journal of Public Health 99(12): 2123-2127. This article provides you a strong citation to demonstrate that mainstream KT literature has long recognized that marketing and distribution are regularly overlooked in the scholarly community, and by public health KT practitioners.

Lesson Plan

Students come prepared to discuss readings:
- Key questions include:
  - For Sachs, what is the difference between empowerment marketing and inadequacy marketing?
    - What is the difference between the Mentor, and the Hero in the story? Applying this to a K2A project, is the K2A team the Hero, or the Mentor?
  - For Kreuter and Bernhardt, what is the dissemination challenge?
    - What is the relationship between K2A planning and their insights re customer research & segmentation; packaging; promotion; transfer; distribution; inventory management; sales; communication; training; technical service; customer service; product service; coordination; and evaluation?

I do: Discuss the evolution of GS messaging over the years: from Captain, to Pioneer, to Rebel and now Megan’s “Herald”. I confess, that I’m not sure evolving the brand character is optimal…, but maybe it’s a reality for K2A initiatives that persist over years.
- Gen Squeeze Brand Mentor: Excerpt from GS Voice & Tone Guide
We do:
- Let’s examine these Dr. Bonnie Henry commercials during the pandemic: commercial 1, commercial 2.
  - How does she speak to the Hero? How does she present herself as the Mentor?
  - What, if any, brand archetype is she conveying? What alternatives might she have deployed, and why?
  - What is the compelling brand boon, and how does she offer it? How might her presentation of the boon be improved?
  - Does she offer a familiar moral of the story? How does this familiar moral of the story resonate with the audience? Why is that important?
You do: Assignment 2.