Writing online campaign plans
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Writing online campaign plans



Outline for writing an online campaign plan.

Outline for writing an online campaign plan.



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    Writing online campaign plans Writing online campaign plans Presentation Transcript

    • Writing Online Campaign Plans
    • Overview of a Campaign Plan, pt 1
      • Goal
      • Target Audiences
        • Who are you mobilizing to advocate/take action?
        • Which policymakers are you trying to persuade?
      • Actions and channels
      • Message
        • Top line
        • Additional messages
    • Overview of a Campaign Plan, pt 2
      • Channels
        • Website
        • Email
        • Social Media
        • Offline (Phone, Direct Mail, etc.)
      • Creative
        • Website
        • Ads
        • Email, etc.
      • Success Metrics
      • Budget and Timeline
    • Campaign Goal
      • What are you specifically trying to accomplish?
        • Legislation defeated or passed?
        • Change corporate policy
        • Raise money
        • Raise awareness on a specific issue
        • Grow your contact list
        • Recruit volunteers
        • Elect a candidate
        • Pass /defeat a referendum
        • Note: You may have multiple goals.
    • Target Audiences
      • Who are you mobilizing to advocate/take action?
        • Grassroots activists, grasstop leaders, social media influencers, press?
      • Which policymakers are you trying to persuade?
        • Congress (all of it or specific members)?
        • Corporations (manufacturers, media outlets, etc.)
        • Voters
    • Actions and Channels
      • Actions – what do you want people to do?
        • Send email, make call, send letter to policymaker
        • Attend event , rally, knock on doors, or visit legislator
        • Share content on social media, post comments to policymakers on social media, change profile image, etc.
    • Message
      • Top line message – What is catch phrase or primary message you want people to know?
        • Informative or mobilizing?
      • Additional messages – What supporting messages will you deliver to your audiences?
        • Variations for different audiences
        • Supporting facts
        • Comebacks to opponent talking points
        • Etc.
    • Channels
      • Channels –How will you reach your audience?
        • Website – what will it look like? What will it say? What can you do on it?
        • Email – What will it look like? Who will you send it to?
        • Social media – Which social media does your targeted audiences use?
        • Offline – Events, direct mail, radio, TV to deliver your message.
        • Ads – Will you pay for ads, too? Where?
    • Creative
      • Website – Create mock-up/wireframe
      • Email – Draft actual text for emails sent to all targeted audiences
      • Social Media – What will you talk about on Twitter and Facebook (give examples); what videos will you make or find/share?
      • Other – If you are including any other types of messages for your campaign, carefully describe it.
    • Metrics of Success
      • What does success look like?
        • How many people need to take action to be successful?
        • How many views of your creative are needed to get your message out?
        • What other metrics will help you make case that your campaign worked?
      • Metrics tools
        • What tools will you use to measure success
    • Budget and Timeline
      • Budget – Lay out costs of all aspects of the campaign
      • Timeline – When do you start, how long will things take, when will you launch, when will campaign end?
    • Final Comments
      • Your campaign plan should be a blueprint that a project manager can follow and a supervisor can understand.
        • Supervisor needs to understand what you plan to do and how you plan to do it
        • You, a project manager and your team need a clear understanding of what they have to do.
      • If your plan doesn’t do these things, it is incomplete.