Development of a Channel Mix Plan for SBCC Program

Introduction 

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.

A channel mix plan includes: 

• Information on what channels are most effective for the priority audience, based on past impact, audience needs and preferences, and channel availability. 
• Recommendations for how the program should combine different channels based on the advantages and disadvantages of each, the fit between the message and the channel, as well as the appropriate timing and scheduling of the messages. 
• Information on resources available and how they will be allocated to different channels.

Ultimately, the channel mix selected for the program depends on the communication landscape, audience characteristics, the program’s objectives and messages, reach and intensity, and budget.

View and Download: PDF How to Develop a Channel Mix Plan