Building a campaign
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Building Communication Campaigns
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Building a campaign
Transcript of Building a campaign
Building Communication Campaigns
“80% of success in life is showing up. Those who show up
run the world”Woody Allen
• Build influence• Accelerate support• Amplify impact• Create scale• Credit where credit’s
due
Why bother?
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
Why plan?
It makes money and time go further
1. Identify and prioritise audiences
Who is your audience?
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?
Audience-led campaigns
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
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Living
Shopping
Leisure
Average no. of miles travelled
Understanding their lives
Their concerns
My community
Me
My Family
My street
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
2. Find areas of shared interest
The areas of shared interest
You Consumers& Stakeholders
3. Defining the journey
Defining the journey
?1. Consumers2. Stakeholders
What do they think today
Future
4. Shape the message
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
5. Assess the best channels
Assessing the best channels
And...
• Public meetings• Private meetings• Posters• Flyers/direct mail• Conferences• Local festivals• Calendar events
![[Infographic] Building A Drip Flow Campaign](https://static.fdocuments.net/doc/165x107/55cae028bb61eb7f148b46fd/infographic-building-a-drip-flow-campaign.jpg)
