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An Introduction to Campaign Strategy Planning

Sheila McKechnie Foundation, funded by South West Forum's Voice and Influence project, delivered some great training on campaign strategy and planning in Plymouth on 12 June 2013. All participants found the training really useful and the following are some of the key tips and ideas for effective campaigning that we took away from the event

The workshop covered 8 important things to think about in planning your campaign:

-          Clearly define the Issue – what is wrong; what is the solution; why should anyone listen to you and what action needs to be taken. (If you are just moaning and not presenting a solution this is not a campaign!)

-          Be clear about your Aim – What is your goal – how would you like things to turn out?

-          Objectives – what particular actions would you like to achieve and are your objectives Specific, Measurable, Achievable, Realistic and Timebound?

-          Your Audience – Who can make the change you want (politicians, councillors, senior executives)? Who has influence on them? Who are your allies and who are your opponents?

-          Key Messages – Use the language of your audience and think about what will get them to act. Make it snappy and relevant.

-          Tactics – What approaches will you use (on-line, direct action, lobbying etc).

-          Activities and Timeline – Understand important dates and points of influence and be clear about how planned activities can have an impact. It is no use lobbying for something if the decision has already been taken!

-          Monitoring and Evaluation – It is really important to consider what is working and what isn’t working so that if necessary, you can change tactics and try another approach.

For a copy of the slides click here. (1.54mb)