Page 86 - CCGA Best Practices Version English

7-0 Public Education Best Practices

7-1: Know the Target Audience and Their Needs

Practice Statement: In order to effectively promote damage prevention
and influence/improve damage prevention habits, it is necessary to identify
the target audience, establish what their education and awareness needs
are, and to create a communications package that is tailored to those needs.
Practice Description: The fundamental reason for conducting education
and awareness campaigns is to try to influence people to change their
behaviour to reduce utility damage and increase public safety.
The organizations and individuals who could benefit from damage prevention
education and awareness are extensive and diverse. To identify the target
audience:
• Examine damage data and trends
• Categorize incidents by: frequency & severity
• Rank and prioritize incidents
• To effectively communicate educational objectives:
• Clearly identify the issues and root causes.

• Describe new behaviour and establish what it would take to change
behaviour
• Reinforce changes in behaviour.

7-2: Develop and Use a Marketing Plan
Practice Statement: Develop a marketing plan that will take in to
account the training needs of the target audience, available resources,
communications media and timeframes.
Practice Description: A strategic marketing plan enables better
implementation, control and continuity of advertising and promotional
programs. The plan sets realistic goals and allocates sufficient resources
required to achieve them. It also accommodates the need to track and
analyze results.

7-3: Practice Project Management

Practice Statement: Practice Project management when executing the
marketing plan.
Practice Description: Effective Project management consists of:
• Goal setting
• Resource management
• Task identification
• Timelines

Canadian Common Ground Alliance
Best Practices Version 3.0 – October 2018
77