What does it mean to “scale up?”

Scaling up indicates that your organization/company wants to effectively:

  • Increase the number of customers/clients to whom you provide services;
  • Enlarge the service areas in which you work;
  • Develop new types of customers/clients for whom you provide services; and/or
  • Expand the services you provide.

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Why would you promote to scale up?

Promotion is the basis for increasing an existing client base, enlarging service areas, developing new client bases, and expanding needed services.

Promotion helps you succeed at changing and sustaining a practice within your chosen service area with your chosen audience. You can then move onto to new audiences, new behaviors, and/or new service areas and succeed again – “scale up.” You can build on the success of your initial work. In this way, you can encourage others to follow in your steps and you can have a wider impact within your service areas, your organization, your department, and your country.

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How do you scale up using the 10-step promotion process?

The 10-step promotion process requires that you (1) understand and clarify the problem and its priority cause; (2) identify and segment a clear primary audience; (3) develop a focused feasible practice.; (4) pinpoint elements necessary for your primary audience to successfully adopt this feasible practice; (5) develop a promotion effort to reach this audience with this practice addressing this priority cause and putting in place the requisite elements. In other words, the 10-step promotion process leads you through the steps to success – changing and sustaining behavior. It gives you the promotion success to build upon and to use to scale up your efforts. The process can help you decide (1) when to scale up, (2) how to scale up, and (3) where to scale up.

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