Building a campaign
-
Upload
diane-gaillard -
Category
Documents
-
view
213 -
download
0
description
Transcript of Building a campaign
![Page 1: Building a campaign](https://reader031.fdocuments.us/reader031/viewer/2022020501/568c3ace1a28ab0235a7ae01/html5/thumbnails/1.jpg)
Building Communication Campaigns
![Page 2: Building a campaign](https://reader031.fdocuments.us/reader031/viewer/2022020501/568c3ace1a28ab0235a7ae01/html5/thumbnails/2.jpg)
“80% of success in life is showing up. Those who show up
run the world”Woody Allen
![Page 3: Building a campaign](https://reader031.fdocuments.us/reader031/viewer/2022020501/568c3ace1a28ab0235a7ae01/html5/thumbnails/3.jpg)
• Build influence• Accelerate support• Amplify impact• Create scale• Credit where credit’s
due
Why bother?
![Page 4: Building a campaign](https://reader031.fdocuments.us/reader031/viewer/2022020501/568c3ace1a28ab0235a7ae01/html5/thumbnails/4.jpg)
Five steps to building campaigns
1. Identify and prioritise audiences
2. Find areas of shared interest
3. Define the journey
4. Shape the message
5. Assess the best channels
Audience-led
![Page 5: Building a campaign](https://reader031.fdocuments.us/reader031/viewer/2022020501/568c3ace1a28ab0235a7ae01/html5/thumbnails/5.jpg)
Why plan?
It makes money and time go further
![Page 6: Building a campaign](https://reader031.fdocuments.us/reader031/viewer/2022020501/568c3ace1a28ab0235a7ae01/html5/thumbnails/6.jpg)
1. Identify and prioritise audiences
![Page 7: Building a campaign](https://reader031.fdocuments.us/reader031/viewer/2022020501/568c3ace1a28ab0235a7ae01/html5/thumbnails/7.jpg)
Who is your audience?
![Page 8: Building a campaign](https://reader031.fdocuments.us/reader031/viewer/2022020501/568c3ace1a28ab0235a7ae01/html5/thumbnails/8.jpg)
The division between consumers and stakeholders
Consumers•16-24 males•Targeted by place •Young women•Families•Wider community
Stakeholders•Local authority•MPs and councillors•DCLG and government funders•Partners and their community groups
Who are your priorities?
![Page 9: Building a campaign](https://reader031.fdocuments.us/reader031/viewer/2022020501/568c3ace1a28ab0235a7ae01/html5/thumbnails/9.jpg)
Audience-led campaigns
![Page 10: Building a campaign](https://reader031.fdocuments.us/reader031/viewer/2022020501/568c3ace1a28ab0235a7ae01/html5/thumbnails/10.jpg)
Other pubs
Cinema
Library
Local pub
Supermarket
Doctor's surgery
Primary school
Secondary school
Workplace
Your bank/building society
Post office Local hospitalPark/green/playing
field
Gym/sports centre/health club
0
1
2
3
4
5
6
Living
Shopping
Leisure
Average no. of miles travelled
Understanding their lives
![Page 11: Building a campaign](https://reader031.fdocuments.us/reader031/viewer/2022020501/568c3ace1a28ab0235a7ae01/html5/thumbnails/11.jpg)
Their concerns
My community
Me
My Family
My street
![Page 12: Building a campaign](https://reader031.fdocuments.us/reader031/viewer/2022020501/568c3ace1a28ab0235a7ae01/html5/thumbnails/12.jpg)
Who and what influences them?
“We’re always being told what to do: Not to drink, not to smoke, what to eat…it doesn’t mean anything to me.”
“I trust the people I see everyday – basically my mates at work, my friends and my family.”
28 year old male, South London
22 year old male, Liverpool
![Page 13: Building a campaign](https://reader031.fdocuments.us/reader031/viewer/2022020501/568c3ace1a28ab0235a7ae01/html5/thumbnails/13.jpg)
2. Find areas of shared interest
![Page 14: Building a campaign](https://reader031.fdocuments.us/reader031/viewer/2022020501/568c3ace1a28ab0235a7ae01/html5/thumbnails/14.jpg)
The areas of shared interest
You Consumers& Stakeholders
![Page 15: Building a campaign](https://reader031.fdocuments.us/reader031/viewer/2022020501/568c3ace1a28ab0235a7ae01/html5/thumbnails/15.jpg)
3. Defining the journey
![Page 16: Building a campaign](https://reader031.fdocuments.us/reader031/viewer/2022020501/568c3ace1a28ab0235a7ae01/html5/thumbnails/16.jpg)
Defining the journey
?1. Consumers2. Stakeholders
What do they think today
Future
![Page 17: Building a campaign](https://reader031.fdocuments.us/reader031/viewer/2022020501/568c3ace1a28ab0235a7ae01/html5/thumbnails/17.jpg)
4. Shape the message
![Page 18: Building a campaign](https://reader031.fdocuments.us/reader031/viewer/2022020501/568c3ace1a28ab0235a7ae01/html5/thumbnails/18.jpg)
Shaping the message:1.FundamentalsWhere we are today
2.StrategyOur plan for making
a difference
3.EvidenceSuccesses so far
4.VisionWhere we want
to be
![Page 19: Building a campaign](https://reader031.fdocuments.us/reader031/viewer/2022020501/568c3ace1a28ab0235a7ae01/html5/thumbnails/19.jpg)
5. Assess the best channels
![Page 20: Building a campaign](https://reader031.fdocuments.us/reader031/viewer/2022020501/568c3ace1a28ab0235a7ae01/html5/thumbnails/20.jpg)
Assessing the best channels
![Page 21: Building a campaign](https://reader031.fdocuments.us/reader031/viewer/2022020501/568c3ace1a28ab0235a7ae01/html5/thumbnails/21.jpg)
And...
• Public meetings• Private meetings• Posters• Flyers/direct mail• Conferences• Local festivals• Calendar events
![Page 22: Building a campaign](https://reader031.fdocuments.us/reader031/viewer/2022020501/568c3ace1a28ab0235a7ae01/html5/thumbnails/22.jpg)