Includes the slides from Andrew Hadfield of Mavin Communications, about Building a Campaign

1. +
First Thursday
May 2015

2. +
Welcome
Alice Wallace

3. Developing a campaigning mindset
May 2015

4. About me
Not
me

5. What we do
“A ‘mavin’ is a trusted expert in a particular field,
who seeks to pass knowledge on to others.”
We help you to grow
By understanding your goals
and developing a strategy to
deliver these for you.
We get results
Never content just doing
strategy, we love rolling up our
sleeves, getting stuck in and
measuring our work.
Our skills and evidence
We know what works and we’ll
develop the best integrated
campaign, targetedto best
deliver your needs.

6. Who we’ve worked with

7. Developing
a
campaigning
mindset

8. What we’ll cover today
• The benefits of thinking, living and breathing like a campaigner
• Build a strategy from a single objective
• Integrate the different channels towards this goal
• How to measure and evaluate success
But first
some
questions…

9. Who’s going to win tonight’s election and
why?
- Who’s going to win and why?
- Who’s run the best campaign and why?
- What do you want to learn tonight?

10. Ok,
so
hold
that
thought…
…..what
is
a
campaign?
“a
campaign
is
a
series
of
linked
ac2vi2es
towards
a
single
goal”

11. Three quick reasons why should you be

12. MAVIN
COMMS

13. Te-tmsion lends itself
to social·networit
multitasking more than
anyothef' medium docs.
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llleshowlllefre
watching
OF THOSE WHO POST
ABOUT TV SHOWS
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P GRAMS LIVERO
::
:
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·
-
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g1Vto feel
connected to
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l
r'1
·rr
'
ONAVERAGE. SOCIAL NETWORKERS MULTITASK
J OF IYIRY I TIM THEY VISIT A NETWORKING SITE
'-··-··
MAVIN
COMMS

14. MAVIN
COMMS

15. #Thinklivebreathe campaigns

16. 1) Do your research or insight
• Who are you
targeting?
• What makes them
tick?
• How can you reach
them?
• What is the best way of
finding this out?

17. MAVIN
COMMS

18. General Election 2015
2010 results

19. Strategy: ‘the How’

20. Content: Key issues
The NHS vs the economy

21. Tactics

22. Media relations
Now…
England
Scotland
Then…
1992
1997

23. Digital

24. Door to door

25. Evaluation
• Outputs – most basic eg press releases, social media
posts
• Outtakes – evaluate what has been achieved eg
message take up/understanding or twitter favourites etc
• Outcomes – most beneficial but also hardest (and cost
most) to test eg perception or even behaviours

26. And
now
for
something
a
little
different

27. Crowdfunding campaign

28. +
And another thing…..

29. +
And another thing……

30. +
And another thing……

31. +
And another thing……

32. +
Ready to mingle?

33. +