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If you care enough, Campaign It!
May 26, 2015
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 [email protected]
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 [email protected]
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Transcript
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Alan Barnardwww.campaignit.com
If you care enough about the outcome, Campaign It!
“My name isAlan Barnard…
…and I’m a campaigner”
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“My name isAlan Barnard…
…and I make change happen”
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“My name isAlan Barnard…
…and I’m a project manager”
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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
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www.campaignit.com
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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
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Another way of describing a Campaign is…
Story-telling with a purpose
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End outcome
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Cause
End outcome
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Cause
End outcome
Emotional compulsion
Emotional reason to support you achieving your outcome
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Know who gives you permission to
succeed
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Who do you have to get ‘onside’?
Know who gives you permission to succeed
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What’s the ‘story’ they have to know and understand?
HS2 or IC1?
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Tell your story
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Organise and co-ordinate your story-telling
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You don’t operate in a vacuum
Be flexible, use feedback
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Build momentum
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