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Alan Barnard 
www.campaignit.com 
If you care enough about the outcome, 
Campaign It!
“My name is 
Alan Barnard… 
…and I’m a campaigner” 
3
“My name is 
Alan Barnard… 
…and I make change happen” 
4
“My name is 
Alan Barnard… 
…and I’m a project manager” 
5
6 
Our discussion tonight 
1. Explain how to put together a 
campaign of communications to make 
change happen 
2. Discuss...
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8
9 
www.campaignit.com
10
11 
A Campaign is… 
- A planned sequence of communications 
- That makes use of all appropriate 
channels 
- To achieve de...
12 
Another way of describing a 
Campaign is… 
Story-telling with 
a purpose
13 
End outcome
14 
End outcome 
Cause
15 
End outcome 
Cause 
Emotional compulsion 
Emotional reason to support 
you achieving your outcome
16 
Know who gives 
you permission to 
succeed
17 
Know who gives you 
permission to succeed 
Who do you have 
to get ‘onside’?
18 
What’s the ‘story’ 
they have to know 
and understand?
HS2 or IC1? 
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23 
Tell your story
24 
Organise and co-ordinate 
your 
story-telling
25
26 
Be flexible, use feedback 
You don’t operate 
in a vacuum
27 
Build momentum
28
29
30
If you care enough, Campaign It!
If you care enough, Campaign It!
If you care enough, Campaign It!
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If you care enough, Campaign It!

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At the end of October the People SIG welcomed back Alan Barnard (this time aided by colleague John Braggins) from Campaign It! who was returning for
Part 2 of How to construct a campaign of communications to achieve support for your project, Part 1 of which was held back in June and during which time beat us from completing the evening.

Alan reminded us that a campaign is…

■A planned sequence of communications
■That makes use of all appropriate channels
■To achieve defined outcomes
■In a specific time-frame
■By influencing the decision-makers who will allow success
Alan also walked through part of the Campaign It! Model focussing in on 4 main areas…

■Start with the end – work out your desired outcome and the cause associated with it
■Know who gives you permission to succeed – they are the audience you need to influence
■Work out the compelling story that will persuade them
■And then tell that story – repeatedly using all appropriate channels of communication
Then it was time for the planned lengthy Q&A session during which time we bounced around many live queries folks had bought with them involving Asda, The Law Society, libraries and Heathrow Airport to name but a few.

You can follow the People SIG on Twitter at @PeopleSIG or if you would like to know more about what we are planning then why not email us at peoplesig@apm.org.uk

Published in: Business
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If you care enough, Campaign It!

  1. 1. 1
  2. 2. 2 Alan Barnard www.campaignit.com If you care enough about the outcome, Campaign It!
  3. 3. “My name is Alan Barnard… …and I’m a campaigner” 3
  4. 4. “My name is Alan Barnard… …and I make change happen” 4
  5. 5. “My name is Alan Barnard… …and I’m a project manager” 5
  6. 6. 6 Our discussion tonight 1. Explain how to put together a campaign of communications to make change happen 2. Discuss how they can be applied to your projects
  7. 7. 7
  8. 8. 8
  9. 9. 9 www.campaignit.com
  10. 10. 10
  11. 11. 11 A Campaign is… - A planned sequence of communications - That makes use of all appropriate channels - To achieve defined outcomes - In a specific time-frame - By influencing the decision-makers who will allow success
  12. 12. 12 Another way of describing a Campaign is… Story-telling with a purpose
  13. 13. 13 End outcome
  14. 14. 14 End outcome Cause
  15. 15. 15 End outcome Cause Emotional compulsion Emotional reason to support you achieving your outcome
  16. 16. 16 Know who gives you permission to succeed
  17. 17. 17 Know who gives you permission to succeed Who do you have to get ‘onside’?
  18. 18. 18 What’s the ‘story’ they have to know and understand?
  19. 19. HS2 or IC1? 19
  20. 20. 23 Tell your story
  21. 21. 24 Organise and co-ordinate your story-telling
  22. 22. 25
  23. 23. 26 Be flexible, use feedback You don’t operate in a vacuum
  24. 24. 27 Build momentum
  25. 25. 28
  26. 26. 29
  27. 27. 30

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