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Planning your campaign: the OASIS model
The document outlines the OASIS framework for planning effective campaigns, emphasizing the importance of understanding objectives, audience insights, and implementing strategies. Key components include setting SMART objectives, identifying audience needs, and employing the EAST framework for interventions. It also provides case studies, illustrating how structured planning can lead to measurable outcomes in campaign execution.
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Planning your campaign: the OASIS model
- 1. Planning your campaign TheOASIS model Shayoni Lynn MCIPR CMPRCA
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- 3. Who is itfor? When should it be used? How should it be used?
- 4. What are wetrying to achieve? “The implementation of effective campaigns is at the heart of our work. For rigorous and systematic campaign development, GCS staff follow the OASIS campaigns framework, and make selective use of other GCS campaign planning tools where required.” - Alex Aiken Executive Director of Government Communications
- 5. What are wetrying to achieve? • A planned sequence • Compelling narrative • Delivered over time • Measurable outcomes What do we want to achieve? Where does a campaign fit in? What is a campaign?
- 6. What are wetrying to achieve? What are our business goals? What do we want people to do as a result of our communications? Are we looking to change behaviour? Objectives
- 7. What are wetrying to achieve? Challenging Specific Measurable Attainable Relevant Time-bound Objectives
- 8. What are wetrying to achieve? Baseline Change Explanation Objectives
- 9. Understanding our audiences Audienceinsight It is important that we use insight to understand: • who they are • how they will reach a desired outcome • what barriers exist that might stop your audiences from reaching desired outcomes
- 10. Understanding our audiences Whyadopt a strategic approach to understanding your audiences?
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- 12. What do wewant them to do?
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- 17. Identifying interventions The EASTFramework • Easy • Attractive • Social • Timely
- 18. Identifying interventions Implementation What tacticswill you use? Develop a clear plan that allocates resources Set out timescales for delivery Partners and influencers
- 19. Identifying interventions Scoring Evaluation Framework2.0 Focus on outcomes Were the objectives met? Why or why not?
- 20. Identifying interventions Scoring -metrics Metrics are divided according to the four categories identified by AMEC: inputs outputs outtakes outcomes
- 21. Case study –Alumni Volunteering campaign
- 22. Objectives Business objective Develop anddeliver an Alumni Volunteering Programme to support UK and international student recruitment, enhance student employability, and support student experience initiatives
- 23. Objectives Setting C-SMART objectives Baseline Explanation/justification Change GovernmentCommunication Service, 2018, Evaluation Framework 2.0, London.
- 24. Objectives Business objective Develop anddeliver an Alumni Volunteering Programme to support UK and international student recruitment, enhance student employability, and support student experience initiatives Communications objective Increase alumni participation by 950% in order to recruit at least 210 alumni volunteers to the Programme by July 2018 Behaviour change objective Achieve a 5% increase in awareness of the Volunteering Programme by October 2018
- 25. Audience insight 173,000 alumni180 countries
- 26. Audience insight Identified specificaudience groups: • Recent graduates • Graduates who were active during their time at University • Erasmus alumni • Alumni who participated in Global Opportunities Programme • Alumni who now own SMEs • Alumni who own and / or work in senior positions in national and multinational companies • Alumni who work in recruitment within business, law, engineering, media and other key sectors
- 27. Audience insight –COM-B Capability • Do they understand the issue? Opportunity • Do they have enough time to take action? Motivation • Do they want to take action enough? • Do they see the need to take action? • Do others around them encourage / influence their behavior? Government Communication Service, 2018, Strategic communications: a behavioural approach, London.
- 28. Strategy • Clearly definedtarget audience • Proposition • Messages • Channel strategy
- 29. The EAST Framework GovernmentCommunication Service, 2018, Strategic communications: a behavioural approach, London. Easy Attractive Social Timely
- 30. The EAST Framework 1Halpern D, 2015, Inside the nudge unit, snd edn, WH Allen, London. 2 Halpern D, 2015, Inside the nudge unit, snd edn, WH Allen, London. 3 Cialdini RB, 1984, Influence: the psychology of persuasion, trd edn, Collins Business, USA. 4 Cialdini RB, 2016, Pre-suasion: a revolutionary way to influence and persuade, RH Books, London. 30 • Avoid friction costs 1 • Attract! 2 • attention channeling • personalisation • Social Proof 3 • Privileged moments 4
- 31. Implementation Testing – A/B+ randomised control groups • 6 months’ testing – content, creatives, calls to action • Landing pages • Specificity • Sender credibility Launch • Launched on 31 January – generated over 100 applications • Integrated campaign • Suite of creatives: videos, photos, infographics • Channel mix: emails, website, blogs, organic and paid social media, magazine
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- 33. So what? Scoring INPUTS • Audience identification& segmentation • Audience polling • Content creation • Creatives (leaflets, videos, infographics) • Website incl. GA goals • x2 sign up forms • Tracking codes • Internal stakeholders’ brief OUTPUTS • 30+ emails • CTA in magazine • Targeted social media • 145,000 OTS • Social media reach 683,021 • Email reach 32,400 • Website 4,422 (total), 3,665 (unique) OUT-TAKES • 50 registrations from magazine • Facebook engagement rate 3.86% • Twitter engagement rate 3.43% • Email 36% open rate, 7% CTR • Survey completion rate 22% • Avg. time on webpage 1.11min • Bounce rate 50% OUTCOMES - 500+ alumni registered to volunteer - 7% increase in awareness of the Volunteering Programme ORGANISATIONAL IMPACT • 56 internships created • 36 alumni attended Open Days • 19 alumni attended international student recruitment events
- 34. Any questions? Want tolearn more? Shayoni Lynn MCIPR CMPRCA @shayonislynn shayoni@lynnpr.co.uk bit.ly/LynnPR1 15% off with discount code Nudge15
- 35. Any questions? Exercise –mapping audiences In pairs, identify three particular issues facing your organisation and the stakeholders who are most likely to: • Be impacted • Impact your organisation as a result of the issue Ask yourself: • Why are these stakeholders important? Be the audience. • What do they need to know? • What do they want to know?
- 36. Creative campaign planning Sponsored by WalesNetworking Group 25 September 2019 Cardiff #CCwales
- 37. Visit the CharityCommswebsite to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk