Beneficiary-Engagement-Action-Test

It may be trite, but I call this stage “The Beat.” Once Parts 1-4 have been put into place, the change model falls into an execution in accordance to its own unique rhythm. While note specifically noted here, there should be an outcomes measurement model in place to gauge efficacy. This can be as simple as an off-the-shelf metric of some sort or it can be measurement of specific variables unique to the initiative. Either way, it is good to maintain an understanding of important required modifications or successes in the overall propagation of the narrative.

As such, the process should look like this: 

1. Identify beneficiaries of a message, and promote their needs, taking pains to reinforce both sides of the continuum of value.
2. Use the message platform, definition of value and dissemination model to engage audiences.
3. Create a well-defined conversion model (calls to action) where engaged audiences can easily act on calls to action once engaged (donation, outreach, etc.).
4. Promote successful results of the conversion model that reinforces the importance (value) of engagement and action.
5. Measure outcomes, shifting goals or strategies if necessary.
6. Continue to expand the narratives to include new beneficiary groups, conversion opportunities and value drivers. If deemed important, continue to expand and modify the message platform to include new targets, vehicles, messages and value sets. Maintaining momentum here is very important to long term goals.
7. Repeat ad infinitum until funding, social change or benefit goals are realized.

John Christopher Anderson is partner & CEO of Momenta Creative. With a leadership background at major media companies like AOL and National Geographic, Chris steers the vision of our company. His keen intellect and dedication to market research makes him an ideal project manager.