Propagation Planning
Over the last year or so, one of the kinds of planning that I’ve been hearing more and more of is propagation planning. Propagation planning is planning that reaches a tier of people beyond those your agency directly connects with through its work, by providing a core group of people with material they find useful enough to spread on their own.
In the words of Griffin Farley, Strategy Director at BBH New York, “planning not for the people you reach, but the people that they reach, by giving them assets to propagate.”
