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planning	
  a	
  successful	
  campaign	
  
Step	
  1	
  -­‐	
  Research	
  
•  Understand	
  your	
  subject	
  
•  Arm	
  yourself	
  with	
  facts	
  and	
  figure	
  
•  Find	
  out	
  your	
  opponents	
  
•  Find	
  your	
  supporters	
  
•  What	
  is	
  your	
  aim?	
  
Step	
  2	
  –	
  create	
  a	
  strategy	
  
•  How	
  are	
  you	
  going	
  to	
  inform	
  people?	
  
•  Who	
  is	
  your	
  campaign	
  targeted	
  at?	
  
•  How	
  are	
  you	
  going	
  to	
  convince	
  people?	
  
PeFFons	
  
•  Clear	
  
•  Focused	
  
•  Addressed	
  at	
  right	
  people	
  
How	
  to	
  set	
  up	
  a	
  peFFon	
  
•  hHp://peFFons.number10.gov.uk/	
  
•  hHp://www.peFFononline.com/	
  
•  Paper	
  peFFon	
  
•  Find	
  out	
  the	
  rules	
  of	
  presenFng	
  peFFons	
  
Who	
  to	
  aim	
  it	
  at	
  
•  Prime	
  minister	
  
•  MP	
  	
  
•  County	
  council	
  
•  City	
  Council	
  
•  More	
  local	
  e.g.	
  college/bus	
  company	
  
LeHer	
  wriFng	
  
•  To	
  audience/	
  supporters	
  
•  To	
  the	
  target	
  of	
  the	
  campaign	
  	
  
•  To	
  public	
  –	
  newspapers	
  .	
  .	
  	
  
Press	
  release	
  
•  Radio	
  	
  
•  Newspapers	
  
•  Websites	
  
•  TV	
  
Create	
  your	
  own	
  web	
  presence	
   	
  
•  Website/blog	
  
•  Facebook	
  
•  TwiHer	
  
•  Myspace	
  
•  PeFFons	
  
•  Email	
  lists	
  
•  Targeted	
  forums	
  -­‐	
  moodle	
  
Other	
  publicity	
   	
  
•  Badges	
  
•  Leaflets	
  
•  Posters	
  
•  T	
  shirts	
  	
  
•  Tea	
  Towels	
  
•  Mugs	
  
•  Pens	
  
Campaign	
  stunts	
  	
  
•  Pickets	
  
•  Protests	
  
•  Agit-­‐prop	
  
•  DemonstraFons	
  
•  Vigils	
  
•  Stalls	
  
Measuring	
  your	
  outcome	
   	
  
•  What	
  are	
  you	
  aiming	
  to	
  achieve?	
  
•  What	
  is	
  your	
  success	
  criteria?	
  
•  When	
  do	
  you	
  expect	
  to	
  achieve	
  your	
  goals?	
  
•  Are	
  there	
  interim	
  achievements?	
  




	
   	
  

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Tom Woodcock - Planning a Successful Campaign

  • 2. Step  1  -­‐  Research   •  Understand  your  subject   •  Arm  yourself  with  facts  and  figure   •  Find  out  your  opponents   •  Find  your  supporters   •  What  is  your  aim?  
  • 3. Step  2  –  create  a  strategy   •  How  are  you  going  to  inform  people?   •  Who  is  your  campaign  targeted  at?   •  How  are  you  going  to  convince  people?  
  • 4. PeFFons   •  Clear   •  Focused   •  Addressed  at  right  people  
  • 5. How  to  set  up  a  peFFon   •  hHp://peFFons.number10.gov.uk/   •  hHp://www.peFFononline.com/   •  Paper  peFFon   •  Find  out  the  rules  of  presenFng  peFFons  
  • 6. Who  to  aim  it  at   •  Prime  minister   •  MP     •  County  council   •  City  Council   •  More  local  e.g.  college/bus  company  
  • 7. LeHer  wriFng   •  To  audience/  supporters   •  To  the  target  of  the  campaign     •  To  public  –  newspapers  .  .    
  • 8. Press  release   •  Radio     •  Newspapers   •  Websites   •  TV  
  • 9. Create  your  own  web  presence     •  Website/blog   •  Facebook   •  TwiHer   •  Myspace   •  PeFFons   •  Email  lists   •  Targeted  forums  -­‐  moodle  
  • 10. Other  publicity     •  Badges   •  Leaflets   •  Posters   •  T  shirts     •  Tea  Towels   •  Mugs   •  Pens  
  • 11. Campaign  stunts     •  Pickets   •  Protests   •  Agit-­‐prop   •  DemonstraFons   •  Vigils   •  Stalls  
  • 12. Measuring  your  outcome     •  What  are  you  aiming  to  achieve?   •  What  is  your  success  criteria?   •  When  do  you  expect  to  achieve  your  goals?   •  Are  there  interim  achievements?