What 'Campaign It!' stands for

Question 1

C

Answer 1

Cause: your cause provides the emotional compulsion

The cause becomes the story you have to tell.
It gives purpose and a vision.
It gives the desired outcomes.
It gives power and a sense of identity.
There are gradations of cause.
And causes can be nested, overlapping, simultaneous or side-by-side.
Go first!

Question 2

A

Answer 2

Audience: who gives you permission to succeed?

Analyse the audience(s).
Be curious.
How are they defined?
Who are the intermediate audiences?
What do you know and need to know about them?
What are their ambitions in respect of our cause?
What other ambitions do they have?
Who and what influences the audiences?
What knowledge or beliefs do you need to impart?

Question 3

M

Answer 3

Map campaign: Create a rough overview of your campaign

Plan from the end goals and work backwards - use reverse planning.
Know what success will be.
Be creative - use imagineering.
Work out sequence of story and types of possible activity.
Create timelines and targets with milestones along the way.
Assess resources and skills required.
Create a great team culture.

Question 4

P

Answer 4

Prepare narrative: the narrative is the heart of your campaign - get it right!

The narrative is the understanding you need the target audiences to have so they give you permission to succeed.
Be true to the vision and purpose.
Create and develop: Key Themes, Flagship Policies, Messages, Lines to Take, A Slogan
Assemble the supporting info, facts and figures.
It will pay off to spend early time getting this right.

Question 5

A

Answer 5

Activities: bring your cause to life.

Explain your cause for your audience.
Prove it using as many campaign activities and communications as required, always thinking “and then what?”
Create events and activities.
Each activity should set up the next.
Deliver using all appropriate channels.
Have story plans to develop content and collateral, and to integrate across channels.

Question 6

I

Answer 6

Integrate: create as many touchpoints and interactions as necessary.

Integrate message into all appropriate consumer and audience touchpoints & interactions.
Use the narrative as a guide to content.
Overlap stories.
Repeat and reinforce.
Repeat and reinforce.
Grow and build.
Take advantage of opportunities that arise or that you can create.

Question 7

G

Answer 7

Grid: coordinate your activities.

Have a plan to set out the narrative development over time.
Timetable events, communications and other audience interactions to build the understanding of the narrative.
Use a message Grid to coordinate activities.
Monitor the plan.
There’s no hiding place from the Grid.
Be flexible; update the plan and Grid in light of feedback and opportunities.
Build momentum.

Question 8

N

Answer 8

Narrative: use the narrative to guide your campaign

After cause, the narrative is the most important element of any campaign.
Every communication must tell at least one part of the overall narrative.
The whole narrative must be repeated at least once before the end of the campaign.

Question 9

I

Answer 9

Influence conversations: the most powerful messaging is word of mouth

The aim is to get your campaign talked about in the right ways by the right people so that you succeed.
Sequence the narrative.
Build and layer the story.
Ensure great timing.
Do so deliberately and consistently.
Develop your micro-communication skills.

Question 10

T

Answer 10

Test: gather feedback and test your plan

Feedback is the lifeblood of the campaign.
Act, learn, adjust, act.
Ask the right questions of the right people.
Look, listen and learn.
Be adaptive and flexible.
Manage resistance.

Question 11

!

Answer 11

Remember: emotional commitment fuels momentum

Create e-motion.
Provide direction and opportunity.
Be determined.
Be flexible.
Be-cause.