A campaign is a group of people who work together in an organised way to achieve a shared goal. This might be anything from supporting a community initiative to saving a children’s centre. Campaigns channel group power to achieve a specific outcome, which is why they’re so effective.
The first thing that’s important with any campaign is to clearly set out your objectives and goals. These should be SMART (specific, measurable, attainable, relevant and time-bound).
Once you have clear objectives you need to figure out who your campaign target is. It’s often better to make this a person rather than an organisation, political party or company as it’s easier to understand how you might be able to influence them. A good way to think about this is by getting some post-its and making a “power map”. Put up all the people who you can see might be powerful and who are talking about your issue and then draw a line between them. This will highlight those who can help and those who could block your progress.
You should also be tracking key branding metrics to ensure that you’re delivering on your brand promise. This might involve tracking the number of visits to your website, or examining engagement with a specific web asset. Regular data audits should also be performed to remove any duplicate or inaccurate data and to spot discrepancies. Using this data can allow you to identify underperforming areas, and then develop strategies to improve them.
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