Channel Strategy Chart: Sample

A channel mix plan for a social and behavior change communication (SBCC) program is a strategic document that identifies the types of communication channels that best reach the priority audience to deliver the messages and the optimal blend of channels that maximizes reach and effectiveness of the messages.

Part of the process of developing a channel mix plan is to assess what channels are available to the priority audience(s) and how effective they will be in reaching them. To locate this information for media channels, the team can consult local television, radio stations and press offices. Typically, local advertising agencies also compile latest versions of this information. Additional information may be found in published media analysis studies. For community and interpersonal channels, it can be helpful to look at partner organizations’ reports, clinic-based data and local government statistics. Access to the Internet, social media and mobile phones is on the increase globally. These need to be considered as part of the media mix, as well. All of this information can be entered into a channel strategy chart.

Last modified: March 25, 2019

Language: English