Writing online campaign plans

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Outline for writing an online campaign plan.

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Writing online campaign plans

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

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