Download Practical exercise

Practical exercise
CAMPAIGN STRATEGY WORKSHEET
Use this worksheet to help you strategise about your audience, and the potential tools
and channels you may want to use for your campaign for the European elections.
1. Target Audience
Describe the person(s) you want to reach with your campaign; be as specific as
possible. More than one audience may be listed. Include a primary and secondary
(influencers) audience if appropriate. (Examples: older persons’ organisations, public
authorities)
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
2. Determine your objective/s
a) What do you want to achieve through your campaign strategy? This could
include something you want your target audience to do as a direct result of experiencing
the communication. Objectives may include (but ar not limited to) the following:
• Provide information
• Highlight a campaign
• Encourage a certain behavior
• Reinforce some messages
• Encourage interaction, obtain feedback/exchange ideas
• Collaborate with partners (Example: Increase awareness of ageing issues.)
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
2 b) Restate your objectives in SMART terms:
I._____________________________________________________________________
______________________________________________________________________
II.____________________________________________________________________
______________________________________________________________________
III.____________________________________________________________________
______________________________________________________________________
3. Define Audience Communication Needs
People access information in various ways, at different times of the day, and for
different reasons. If possible, define your audience needs by using market research and
other data.
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
4. Goal Integration
a) How do your objectives support your organisation’ s goals/ communication strategy?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
b) What events of your organisation present opportunities for the campaign?
______________________________________________________________________
5. Message Development
Develop the key messages based on the target audience and objectives identified.
I._____________________________________________________________________
______________________________________________________________________
II.____________________________________________________________________
______________________________________________________________________
III.____________________________________________________________________
______________________________________________________________________
6. Resources and Capacity
Determine who in your organization will be responsible for implementation, and
determine the number of hours they can allocate for content creation and maintenance.
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
7. Identify the communication tools
Determine what tools will effectively reach your target audience. Match the needs of the
target audience with the tools that best support your objectives and resources.
______________________________________________________________________
_____________________________________________________________________
____________________________________________________________________
______________________________________________________________________
8. Define Activities
Based on all of the elements above, list the specific activities you will undertake to reach
your communication goals and objectives.
______________________________________________________________________
_____________________________________________________________________
______________________________________________________________________
_____________________________________________________________________
9. Identify your key partners and their roles and responsibilities
______________________________________________________________________
_____________________________________________________________________
______________________________________________________________________
_____________________________________________________________________
10. Define Success for Evaluation
What are your measures of success? Your measures of success may be different
depending on your goals and objectives.
______________________________________________________________________
______________________________________________________________________
11. Evaluate
Create a survey/ evaluation plan
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________