outreach (outlines)

7/27/2019 Outreach (outlines)

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Outreach Campaign Planning - Strategy

The following seven steps can serve as a guide in the creation of an IP outreach strategy.

Assess the current outreach situation

Before starting to conduct research, make decisions or plan new activities, it is useful to analyze what theorganization has already attempted and achieved in terms of IP outreach.

What outreach efforts (activities, campaigns, communication products)

have been carried out so far?

What audiences have been targeted by these efforts?

What has worked?

What has not worked?

What partnerships have been created for these efforts?

Identify outreach goals of a new outreach campaign

Taking into account the lessons learned in the past (above), when identifying the goals that the new outreachcampaign should achieve, it is important to consider:

What are the challenges that must be met with a new outreach

campaign? Examples of such challenges include the need to: promote

creative and inventive activities in a specific field or region; increase

the use of the IP registration system; lack of awareness about the

benefits of IP; increase respect for IP (piracy and counterfeiting);

increase understanding as to how IP rights are/should be enforced

How do these challenges relate to the broader goals of the

organization and/or the national government? The answer to this

question can help select the challenges that should receive priority

attention and funding. These priority challenges, in turn, will help

define the goals for the new outreach campaign.

In expressing the goals of an outreach campaign, it is important to think in terms of a specific behavior that thecampaign will seek to modify. Note that while educating and changing attitudes may play a role in eventuallychanging the target audience s behavior, the education and changes are not final aims in themselves.

In other words, the main goal of an IP outreach campaign should not be simply to educate a target audienceabout what IP is, though this education may be an essential step that will eventually lead to the ultimate goal. IPoutreach campaigns should aim to influence the behavior of a target audience so as to make them more likely toproduce IP (create), use IP (register) and/or respect IP (avoid piracy/counterfeiting). A successful IP outreachcampaign should lead to behavioral change such as increased innovation, increased IP registration, and/ordecreased IP crime (counterfeiting/piracy).

Establish clear long-term and short-term objectives


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Objectives can be expressed in terms of awareness raising / education in order to change the perceptions andattitudes of target audiences towards a particular issue. These changes in perceptions and attitudes open theway for the ultimate goal of changing behavior as described above.

Such objectives could be wide ranging, for example: (a) to educate young people about the invention processand promote a positive image of inventors; (b) to raise awareness about patents and change the perception thatthey are only of interest to large corporations; (c) to raise awareness about the penalties for illegal downloadingand change the perception that this type of downloading does not hurt anyone.

Research

Researchis essential at each stage of the development of thecommunications programof any outreachcampaign. In the planning and pre-testing stages, research helps to identify the target audience and choose thebest messages and tools with which to reach this audience. At the monitoring stage, research provides valuableinformation that can help adapt the campaign to ensure that it is a success. Finally, at the evaluation stage,research results provide lessons and/or justifications for future campaigns.

Identify target groups

Different audiences have different wants and needs, so have to be approached in different ways.Targetaudiencesegmentation (the division of the general audience into smaller groups with similar wants and needs) iscrucial to making sure that the right message will be sent to the right audience. Segmentation facilitates theprocess of tailoring messages and communication tools according to the needs and wants of the target audience.

In choosing among possible alternative target audiences it helps to think about the behavior that will be promotedin the campaign and the people that are most directly involved in or affected by that behavior. It may also behelpful to consider wider government policies (for example a policy of assisting SMEs at different levels), orselect the target audience based on its higher likelihood to respond positively to the behavior being proposed bythe campaign.

Identify potential partners

Partners are important in the development of outreach strategies because they can help reduce costs andincrease impact. Each partner can bring a unique and valuable contribution (monetary, technical expertise,access to audience, etc) to make the campaign more effective.

The initiatives listed in theOutreach in Practicedatabase provide numerous examples of successful partnershipsformed around IP outreach activities and campaigns. These initiatives illustrate the different types oforganizations that have a demonstrated interest in participating in such activities. Among these organizations are:National IP offices, NGOs, multinational corporations, museums, foundations, academic institutions, associations,media, and more.

Develop and execute a communications program

Acommunications programmust be based on the above-mentioned goals and objectives, without forgetting the

research and clear understanding of the targeted audience. Among the most important decisions to be made in acommunications program is the choice of the correct message and medium to reach the target audience.

serving the needs of others

Work, school, home and communitycommitments provide endless opportunities to meet the

needs of others. Make a plan and then plan to work. Hit the streets and find out the needs of your

community. Lastly, pray for direction. God will open doors and give wisdom if you ask.

which reaches out to person in the name of Jesus Christ beyond the congregation,
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Reaching out to meet needs in Jesus name

Matt 25:35-40

35 For I was hungry and you gave me something to eat, I was thirsty and you gave me something to

drink, I was a stranger and you invited me in, 36 I needed clothes and you clothed me, I was sick and

you looked after me, I was in prison and you came to visit me. 37 Then the righteous will answer

him, Lord, when did we see you hungry and feed you, or thirsty and give you something to drink? 38

When did we see you a stranger and invite you in, or needing clothes and clothe you? 39 When did we

see you sick or in prison and go to visit you? 40 The King will reply, I tell you the truth, whatever you

did for one of the least of these brothers of mine, you did for me. (NIV)

This would be things like CRCC, Door of Faith Orphanage, blanket ministry and even Samaritans Purse

(since it is primarily need, not evangelism driven)

Providing for the Body

Acts 2:44-45

4 All the believers were together and had everything in common. 45 Selling their possessions and

goods, they gave to anyone as he had need. (NIV)

James 1:26-27

27 Religion that God our Father accepts as pure and faultless is this: to look after orphans and widows

in their distress and to keep oneself from being polluted by the world. (NIV)

This would be what we call benevolence

Missions

Matt 28:19-20

19 Therefore go and make disciples of all nations, baptizing them in the name of the Father and of the

Son and of the Holy Spirit, 20 and teaching them to obey everything I have commanded you. And

surely I am with you always, to the very end of the age. (NIV)

Gospel for Asia, and any local evangelistic opportunities


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