CAMPAIGN PLANNING - INTRODUCTION

1. CAMPAIGN PLANNING - INTRODUCTION B. Bukowska, P. Jablonski 23-24 April 2013

2. The subject and rationale of the campaign The subject of the campaign Describe generally the matter of the campaign Rationale for the campaign Justify the need for the campaign. Describe why the campaign is needed and why this approach is relevant

3. The aim of the campaign Set up the general goal and specific objectives which you want to achieve. The goal is formulated on strategic level and is usually long-term nature. The objectives should contribute to achieving the general goal It is important to set realistic objectives. A grandiose target may sound good until you fall far short. Then, it will hurt your future efforts to gather support.

4. Strategic campaign design principle The strategic principle are the general rules of designing the information strategy. This define the general approach and set up the fundamental rules which means are recommended to use and which means have to be avoided. The strategic principle should be justified by the theory.

5. The target group of the campaign Describe the specific population to be targeted by the campaign, including: the characteristics of the population the criteria used for selecting target groups the numbers to be included in the project The target population should be structured and segmented. It needs to be decided which target groups will be reached in which way.

6. The main message and supportive messages Identify the main message you want to send. The main message could be supported by additional messages which facilitated the achievement of information objectives. The campaign messages need to be operationalized and adjusted to target population.

7. Expected results Describe the specific changes or conditions in the target population that you are committed to achieve Make them verifiable and narrow enough to be directly achieved by the project. Identify the degree of change you plan to affect in each change area. Identify how you will verify reaching each target.

8. Resources The resources which should be identified consist of available human and material means possible to mobilize – staff, volunteers, funds, institutions involvement and so on. Identify the key people in the project by name and function. Include special skills andexperiences each contribute.

9. The activities -1 The commitment to use a variety of media and tailored messages to reach diverse target audience members is a critical component of effective media campaigns. Tailoring of effective message involves soliciting input from target audience members, communication professionals who specialize in creating content for particular audiences, and testing the effectiveness of messages to ensure that they evoke the desired response among members of each target audience. The campaign should employ each of these methods to ensure the effectiveness of its messages for diverse audiences.

10. The activities -2 Choose appropriate and effective channels of communications. These include tv, radio, newspapers and other print media, like bulletin boards throughout the community, outdoors. You could organized also special events in the community to disseminate your messages. Design essential elements that must always be presentto make campaign easy recognizableand toattract the target population.

11. Campaign schedule Establish a detailed timetable for your project, showing what, when, who is in charge, and who will help. By identifying each step, you can see which can become bottlenecks if not handled on time.

12. Evaluation Indicators – measures used for process and out-come evaluation Indicators of implementation Indicators of goal achievements Method: mostly qualitative approach, but also some quantitative indictors Out-come evaluation Program minimum – posttest only, but it would be better to use pre-test – post-test design