Tool 1: Engaging 50-65 years old through social marketing

by Sherihan, Barbara and Valeria (supported by Rachel)

Download HERE the diagram with explanation
Download HERE the profile and service templates

Tool 2: Engaging older people online

by Denise, Dee, Niam, Maggie, Kevin, Matt (support by Gavin)


What is it for?
For guiding the development of work and initiatives around the engagement of older people online.


Instructions

1. Understand your target group
2. Locate the relevant segments on the USER SEGMENTATION sheet
3. Key advice for each segments is in each quadrant
4. Each quadrant also points you to relevant suggestion example sheets. Using these prompts, design programmes and websites relevant to your own organisation and specific target users.

Download HERE the segmentation sheet and explanation, including:

• reasons to engage
• ways to communicate
• knowledge exchange oportunities
• making it easy online

See also Older people, technology and community: the potential of technology to help older people renew or develop social contacts and to actively engage in their communities, a report by Independent Age, May 2010.

Tool 4: Landscape of engagement

by Barry, Noreen, June (support from Joseph)

Download HERE the landscape of engagement diagram
Download HERE the profile prompt sheet

Tool 1: Engaging 50-65 years old through social marketing

by Barbara, Bridget, Charlie, Sherihan, Kristen

This exercise followed on from the premise that ‘older people’ is not a homogenous group but a complex mix of needs: for engagement to be effective, older people as a demographic must be segmented to get a better understand differing needs.

As a group we chose to focus on the 50-65 age group – a group that is often unengaged and disengaged with public services. They present a good opportunity for targeted engagement to promote positive and active ageing, empowering older people to take control of the ageing process.

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Tool A: Service map

Title: Map of targeted services for 50-65 year olds
What is it for: to map services that 50-65 year olds need and the methods through which they are accessed/provided
What is it: an analysis of mainstream services that are accessed by 50-65 year, how these services are currently accessed/provided and how they could be accessed/provided.

How it works: we have listed a range of typical services that our target group will need and used post-it notes to analyse how information is currently conveyed (orange post-it notes) and new ways information could be conveyed (green post-it). The visual depiction of new and existing methods of access/provision enabled us to see both where more engagement is needed and where greater innovation is needed.

As well as mapping services, we have also identified barriers to developing new innovative ways of service provision – namely organisational culture; silo working, risk aversion in the public sector. Based on this we then identified the key messages about ageing and accessing services that we wanted our target group to adopt. To develop this further we used Tool B.

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Tool B: Persona

Title: User persona of a 50-65 year old
What is it for: to better understand the aspirations, behaviour patterns and attitudes of our target group.
What is it: a profile of a 50 – 65 year old

How it works: the user persona helps gives an insight into the lifestyle of a 50 – 65 year old to help generate more effective, bespoke methods of engaging them. By using a persona a more personal dimension is created that assists is better understanding needs/wants/fears and aspirations. It focuses on the needs of the target group rather than organisational needs/structures/cultures and helps to avoid using conventional ‘one size fits all’ methods of engagement.

Tool 4: Map to participation

by Alex, Barry, June, Noreen, Daksha

Title: Map to participation
What it's for: to get hard to reach groups to participate more actively in the work we do
What it is: this is a planning tool for an engagement process, showing methods and building blocks on different levels of participation and the barriers to cirumvent
How it works: we want to move a specific hard to reach group (orange post-it) towards active participation (center of the map). On each level, you pick out building blocks (green) and methods (yellow) to help doing that. On each level you also identify barriers (pink) and look at ways to circumvent them before you get to them.

More about this tool:
For each specific group there are a number of steps or building blocks (green post-its). For example, on the first level something has to be going on to make sure we know what they want.

But there are also barriers (pink post-its) that could hit and cause people to fall back. A group might have a transition problem so they don't understand what we're telling them.

On a higher level, we can use building blocks such as incentivising or linking them with other groups. A barrier on that level might be that we have to high expectations of them they might want to stop there.

Some of the methods (yellow post-its) are good examples of our own work, e.g. making sure not to use branding of the council if that puts people off with a trust issue.