Case Studies
Strategic Planning Process to Address Tobacco-Related
Disparities in Wisconsin
Evaluation
Type(s) of
Evaluation Planned or Conducted and Status
What is the
status of your evaluation?
Completed
Do you address
process evaluation?
A
complete assessment of the strategic planning
process was conducted. The assessment documented
what transpired, who was involved, and the strengths
and weaknesses of the process. The evaluator
attended seven of the eight workgroup meetings to
observe and document the participation, process and
productivity of the workgroup. To assess the level
of participation of members, the evaluator used an
informal technique at two meetings (the third and
fourth) to chart when each member talked, for how
long, and who took over when she/he finished
talking. Two additional workgroup meetings were held
to develop a marketing strategy and these were not
attended by the evaluator.
Do you address
outcome evaluation?
The
evaluator administered exit surveys after six of the
eight meetings measuring goals, leadership,
cohesiveness and working procedures using a 5-point
scale. A final open-ended survey was administered
after the August meeting.
In addition, taped telephone interviews were
conducted with workgroup members after meetings one
and two and interviews with the project coordinator
and the facilitator were held after meetings three
and six. At session eight, a focus group session was
held.
Briefly describe
the evaluation design.
The
evaluation design used the case study method based
on the CDC case study outline as its structure.
Data Collection
Methods
- Self-Report Survey or
Questionnaire
- In-Person Interview/Survey
- Telephone Interview/Survey
- Other: Focus Group
Data Source
- Adult Tobacco Survey (ATS)
- Behavioral Risk Factor
Surveillance System (BRFSS)
- Current Population Survey
(CPS)
- Key Informant Surveys
- National Tobacco Control
Program, Chronicle
- Quitline Call Monitoring
- Restaurant Surveys
- Smoking-Attributable,
Mortality, Morbidity, and Economic Costs
(SAMMEC)
- Tax Revenue Data
- Tobacco License Database
- Youth Risk Behavior
Surveillance System (YRBS)
- Youth Tobacco Survey (YTS)
- Other: tobacco venders per
capita using U.S. Census data, Wisconsin
Medical Journal Special Issue: Smoke Out:
Examining the Real Cost of Tobacco Use
including the article, Cigarette Smoking in
Wisconsin: The influence of race, ethnicity
and socioeconomics.
Range of Intended
Outcomes
- Behavior Change
- Policy Change
- Increased Knowledge
- Attitude Change
- Change in Norms
- Coalition Capacity Building
- Change in Media
Coverage/Framing of Issue
List key
evaluation findings and/or conclusions for each
intended outcome.
N/A
Were evaluation
findings and/or conclusions disseminated to policy
and/or program intervention stakeholders?
Wisconsin developed a marketing plan to ensure that
Bringing Everyone Along will be marketed to the
appropriate audiences using recommended strategies.
The marketing plan identified audiences, actions to
be taken, benefits accrued, message communicated and
messenger. The marketing plan was a working tool
that was continually revised and developed
throughout 2003.
The first step in implementation of the marketing
plan has been accomplished with the publication and
dissemination of the glossy, professionally produced
16-page booklet: Bringing Everyone Along. Marketing
of the strategic plan was initiated with a breakout
session at the statewide tobacco control conference
where Bringing Everyone Along was introduced and
disseminated. Subsequently, the strategic plan was
mailed to all community coalitions, local health
departments, local tobacco program partners and
contractors. The Workgroup members continued to meet
to oversee implementation of the plan and took
copies of the plan to the communities they
represented. In addition a contract with Smoke-free
Wisconsin was signed to develop a workgroup to
implement community marketing of the strategic plan.
Two statewide open forum teleconferences were held
to build on the plan introduction at the state
conference. These teleconferences provided time for
discussion of the plan in further detail and invited
input and feedback into ways to insure
implementation of the plan. The plan was presented
at the Wisconsin Association of Public Nurses annual
conference and at the Hmong Mutual Association
Annual Meeting. In addition, a low SES network was
organized to develop specific tasks to market the
plan to representatives of that population.
The plan was posted on the Tobacco Control Program
web site and the web site of the meeting
facilitator. The Program developed a series of web
based trainings on how to implement the strategic
plan goals in local programs.
Implementation of the strategic plan is now included
as a regular agenda item in Tobacco Control Program
meetings.
Briefly describe
how evaluation findings and/or conclusions were used
to inform program planning or development?
Results of field
notes, exit surveys, and telephone interviews were
shared with the project team in monthly meetings and
were used to strengthen the weaknesses noted by
participants in the process. For example, as members
who had attended fewer than three meetings were
identified the project coordinator and facilitator
initiated several approaches to engage them.
The telephone interviews were critical to soliciting
honest information about the strengths and
weaknesses of the process and the anonymous results
were vital to improving the meetings.
Evaluation Notes
N/A
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