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Jayne Whitton
Jayne Whitton

The document outlines 10 tips for making a good social action campaign great. It recommends having clear objectives and knowing your target audience. The message should be distilled and backed up with detailed information, case studies, and third party support. The audience should be respected and good creative can enhance the campaign. Planning an integrated campaign and embracing modern technology are also advised. Partnering with others and using free or low-cost media can help spread the campaign without spending a fortune.

1 of 13
Jayne+ is an independent marketing consultancy specializing in working in in the not for profit sector jayne@jaynewhitton.com
INTRODUCTION What makes a good social action campaign a great campaign. There isn’t a simple answer, but here is my top ten. jayne@jaynewhitton.com
1. CLARITY OF PURPOSE Clear objectives for what your communications want to achieve and when you want to communicate them. jayne@jaynewhitton.com
2. KNOW YOUR TARGET AUDIENCE And the tone of voice you need to communicate with them. jayne@jaynewhitton.com
3. DISTILL YOUR MESSAGE Then build on that message jayne@jaynewhitton.com
4. BACK UP YOUR COMMUNICATIONS MESSAGE Make sure you can support your campaign with detailed information ,[object Object]
Provide strong case studies
Get some third party support jayne@jaynewhitton.com
5. RESPECT YOUR AUDIENCE Don’t brow beat your audience jayne@jaynewhitton.com
6. GOOD CREATIVE …..can pull a campaign together and punch above its weight. jayne@jaynewhitton.com
7. PLANNING Develop an integrated campaign that is greater than its sum of parts jayne@jaynewhitton.com
8. EMBRACE MODERN TECHNOLOGY …….exploit it but don’t be a slave to it jayne@jaynewhitton.com
9. YOU DON’T HAVE TO SPEND A FORTUNE ,[object Object]

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Topten

  • 1. Jayne+ is an independent marketing consultancy specializing in working in in the not for profit sector jayne@jaynewhitton.com
  • 2. INTRODUCTION What makes a good social action campaign a great campaign. There isn’t a simple answer, but here is my top ten. jayne@jaynewhitton.com
  • 3. 1. CLARITY OF PURPOSE Clear objectives for what your communications want to achieve and when you want to communicate them. jayne@jaynewhitton.com
  • 4. 2. KNOW YOUR TARGET AUDIENCE And the tone of voice you need to communicate with them. jayne@jaynewhitton.com
  • 5. 3. DISTILL YOUR MESSAGE Then build on that message jayne@jaynewhitton.com
  • 6.
  • 7. Provide strong case studies
  • 8. Get some third party support jayne@jaynewhitton.com
  • 9. 5. RESPECT YOUR AUDIENCE Don’t brow beat your audience jayne@jaynewhitton.com
  • 10. 6. GOOD CREATIVE …..can pull a campaign together and punch above its weight. jayne@jaynewhitton.com
  • 11. 7. PLANNING Develop an integrated campaign that is greater than its sum of parts jayne@jaynewhitton.com
  • 12. 8. EMBRACE MODERN TECHNOLOGY …….exploit it but don’t be a slave to it jayne@jaynewhitton.com
  • 13.
  • 14. Use your own media
  • 15. Use social media
  • 16. Work with partners and their networks
  • 17. Generate an income from your campaignjayne@jaynewhitton.com
  • 18. 10. PARTNERSHIPS WORKING Can help ripple your campaign through new channels jayne@jaynewhitton.com
  • 19. THANK YOU This is our top ten – do email us yours jayne@jaynewhitton.com