CDCynergy Process Steps

(* Indicates a title that is abbreviated on the CDCynergy step menu. See list of abbreviated titles.)
Phase 1: Describe Problem
Step 1.1 Write a problem statement.
Step 1.2 Assess the problem's relevance to your program.
Step 1.3 Explore who should be on the planning team and how team members will interact.
Step 1.4 Examine and/or conduct necessary research to describe the problem.
Step 1.5 Determine and describe distinct subgroups affected by the problem.
Step 1.6 Write a problem statement for each subgroup you plan to consider further.
Step 1.7 Gather information necessary to describe each subproblem defined in new problem statement.
Step 1.8 *

Assess factors and variables that can affect the project's direction, including strengths, weaknesses, opportunities, and threats (SWOT).
 
 
Phase 2: Analyze Problem
Step 2.1 * List or diagrammatically illustrate the direct and indirect causes of each subproblem that may require intervention.
Step 2.2 Prioritize and select subproblems that need interventions(s).
Step 2.3 * Develop goals for each subproblem. That is, specify the impact you want to have on the problem.
Step 2.4 *

Examine relevant theories, intervention models, and best practices for potential interventions:

  • Health Communication/Education
  • Health Policy/Enforcement
    • Media Advocacy
  • Health Engineering
  • Health-Related Community Service
Step 2.5 * Consider strengths, weaknesses, opportunities, threats (SWOT), and ethics of intervention options.
Step 2.6 * For each subproblem, select the intervention(s) you plan to use and develop a logic model that illustrates how each selected intervention will address the causal factors of the problem.
Step 2.7 Explore additional resources and new partners.
Step 2.8 * Acquire funding and solidify partnerships. Develop plans for interaction with both staff and partners.
 
 
Phase 3: Plan Intervention
Step 3.1 *

For each subproblem, decide whether communication is needed as a dominant intervention or as support for other intervention(s).

  • If communication is used as a dominant intervention, list possible audiences.
  • If communication is to be used to support Community Services, Engineering, and/or Policy/Enforcement interventions, list possible audiences to be reached in support of each selected intervention.
Step 3.2 * Determine whether potential audiences contain any segments large enough and unique enough to justify a separate communication intervention.
Step 3.3 * Decide which audience segment(s) you intend to reach and influence with your communication efforts.
Step 3.4 Write communication goals for each audience segment.
Step 3.5 * Examine and decide on communication-relevant theories and models to gain insight into 1) ways to achieve your communication goals and 2) direction for your formative research.
Step 3.6 * Undertake formative research by reviewing the literature and conducting necessary primary and secondary research to acquire information needed to help plan and achieve communication goals.
Step 3.7 * For each audience segment, write profiles that elaborate on relevant theories and practices and that summarize the results of your formative research, including information on possible concepts/messages, settings, channel-specific activities, and support materials.
Step 3.8 * Rewrite communication goals (from Step 3.4) as measurable communication objectives that explicitly state what you want each audience segment to know, feel, and do.
Step 3.9 * Write a creative brief to provide guidance in selecting appropriate concepts/messages, settings, activities, and materials.
Step 3.10 * Confirm plans with appropriate stakeholders, discuss the need for evaluation, and address requirements of time and resources.
 
 
Phase 4: Develop Intervention
Step 4.1 * Work with partners to draft a timetable, budget, and plan for developing and testing concepts, messages, settings, activities, and materials.
Step 4.2 * Develop and test creative concepts with intended audiences. Concepts should be based on your theoretical focus and the results of your formative research.
Step 4.3 * Develop and pretest messages with intended audiences. Messages should be based on theory and the results of your formative research, including concept testing.
Step 4.4 * Pretest and select settings, the places where you hope to expose your audience to messages.
Step 4.5 Select, integrate, and test channel-specific communication activities.
Step 4.6 Identify and/or develop, pretest, and select materials.
Step 4.7 * Decide on roles and responsibilities among staff and partners to execute the communication plan.
Step 4.8 Produce materials for dissemination.
Step 4.9 Finalize and briefly summarize the communication implementation plan.
Step 4.10 Share and confirm communication plan with appropriate stakeholders.
 
 
Phase 5: Plan Evaluation
Step 5.1 Identify and engage stakeholders.
Step 5.2 Describe the program.
Step 5.3 Determine what information stakeholders need and when they need it.
Step 5.4 * Write intervention standards that correspond to the different evaluations that will be conducted.
Step 5.5 * Decide which sources of information and methods will be used to gather data for answering stakeholder questions and comparing intervention outcomes with intervention standards.
Step 5.6 * Develop an evaluation design that illustrates how methods will be applied in collecting credible data from the sources of information determined in the previous step.
Step 5.7 Develop a data analysis and reporting plan.
Step 5.8 * Formalize agreements and develop an internal and external communication plan with staff and partners.
Step 5.9 Develop an evaluation timetable and budget.
Step 5.10 Summarize the evaluation implementation plan and share it with appropriate staff and stakeholders.
 
 
Phase 6: Implement Plan
Step 6.1 Integrate the communication and evaluation plans.
Step 6.2

Execute the communication and evaluation plans.

Step 6.3 * Manage the communication and evaluation activities included in the implementation plan.
Step 6.4 Document feedback and lessons learned.
Step 6.5 Modify program components based on evaluation feedback.
Step 6.6 Disseminate lessons learned and evaluation findings.
 

 

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