introduction to campaigning techniques and tools session 2 finding the critical path to change:...
TRANSCRIPT
Introduction to Campaigning Techniques and Tools
Session 2Finding the Critical Path to Change:
Planning and Implementing a Successful CampaignFebruary 7-11, 2011, Doubletree by Hilton Cambridge Garden House Hotel
Chris Rose - Campaign Strategy Limited www.campaignstrategy.co.ukwww.campaignstrategy.org
Making a peanut butter sandwich
1st step 2nd step 3rd step 4th step (etc)
End objective – end result
1st activity
2nd activity
3rd activity
4th activity
5th activity …(etc)
I want … a peanut butter
sandwich
1st step 2nd step 3rd step 4th step (etc)
End objective – end result
1st activity
2nd activity
3rd activity
4th activity
5th activity …(etc)
I want … to go home
explain step by step how to get from this room to your home
home
Campaigning is motivation for action. It’s
not ‘education’
problem
awareness
concern
urgency
action
anger
campaign model
problem
awareness
knowledge
understanding
confusion
reflection
education model
educationCampaigning/ advertising: motivation
Awareness of complexity: more possibilities
Motivation to act: fewer possibilities
narrower
Opposite processes
Create events where the picture-tells-the-story: not meetings or
processes
Convert these to
Evidences -write your story (campaign) in pictures
“argument is constructed in one way and government in entirely
another”
Macaulay
Events drive politics
Make events happen
Do, don’t argue
Use stories- we remember them
Use people - we can identify with them
Story approach
Report on Non Accidental Wolf Related Deaths
Historical statistics showing trend in wolf-related non-accidental injuries involving minors (under the age of 16) in Central Regions. Daylight hours observations only. After column 3 the basis of calculation changes but the base sample reamins the same. The trend is not significant but individual cases remain a cause for concern, especially in the small number which result in fatalties or close escapes. The figures speak for themselves.
A campaign to promote sustainable lifestyles in the city of Brighton & Hove
nine people...nine weeks...nine ways to change your life...click to enter...
Issue converted to stories- be interesting
Campaign elements/ dimensions
Science/ technical
Political/ Corporate
Economic
Spiritual/ psychological/ emotional
Science/ technical
Political/ Corporate
Economic/ Legal
Spiritual/ psychological/ emotional
Campaign elements/ dimensions
Be multi-dimensionalPopular emotional - spriritual Action-drama-story Political – spatial -
economic
Global science
Cultural (history)Activist volunteer
CorporatePolitical
Legal
Human interest
PSB (eg for interviews)
• Problem- “what’s the problem Mr Smith ?”
• Solution - “what’s the solution Mr Smith ?”
• Benefit - “what’s the benefit Mr Smith ? Why should the people of Bedford care ?”
www.campaignstrategy.org
2 Minute PSB
www.campaignstrategy.org
SOLUTION
PROBLEM
BENEFIT
EXERCISE
Use it
• In interviews
• Back in the office
• It’s half way to a communications strategy
www.campaignstrategy.org
www.campaignstrategy.org
Responsible party
Action needed
Solution
Problem
Benefit
RASPB Propositions
Coastal realignment
www.campaignstrategy.org
Problem
• eroding cliffs• rising seas• shrinking marshes• no safe places to
build homes• vanishing beaches• living in dangerous
homes
www.campaignstrategy.org
Problem/solution
• eroding cliffs• rising seas• shrinking marshes• no safe places to
build
• vanishing beaches• living in dangerous
homes
• concrete walls• taller walls• create more marsh• allow building
uphill/inland• beach creation• help to move to safety
www.campaignstrategy.org
PROBLEM
SOLUTION
BENEFIT
Problem/solution - fit test
What sort of problem is it ? Often defined by the victim
www.campaignstrategy.org
Rule is - have the most empathetic (victim) on your side
Planning star
Campaign concept
Campaign assets
Ambition: what we want to achieve (objective)
Actors, obstacles interests
Social weather conditions – how change is happening
Communication desires
Campaign developmentbasic process
Audience researchEgQuant and qual using VMsFocus groups etc
Campaign design
Instrumental communications strategy
Awareness > alignment> engagement > action
Existence and meaning of X
Problems and solutions
Means to engage
Action with an impact > change
Campaign research
•Issues anlaysis•Identification of possible points of intervention•Objectives•PESTEL•Power analysis•Critical Path Development
Why we must have a narrow focusWith big aims you need strategic change
Why we must have a narrow focusWith big aims you need strategic change
For strategic change you need strategic targets as objectives
Why we must have a narrow focusWith big aims you need strategic change
For strategic change you need strategic targets as objectives
To reach a strategic objective you need a Critical Path to follow
Why we must have a narrow focusWith big aims you need strategic change
For strategic change you need strategic targets as objectives
To reach a strategic objective you need a Critical Path to follow
To move along a Critical Path you must tailor communications by the CAMPCAT
factors
Why we must have a narrow focusWith big aims you need strategic change
For strategic change you need strategic targets as objectives
To reach a startegic objective you need a Critical Path to follow
To move along a Critical Path you must tailor communications by the CAMPCAT
factors
To make the CAMPCAT factors work you must do nothing unless until that sub
objective is achieved
Why we must have a narrow focusWith big aims you need strategic change
For strategic change you need strategic targets as objectives
To reach a startegic objective you need a Critical Path to follow
To move along a Critical Path you must tailor communications by the CAMPCAT
factors
To make the CAMPCAT factors work you must do nothing unless until that sub
objective is achieved
So you can’t campaign on ‘the issue’, only on changing one thing at a time in the issue
‘instrumental’ campaigns – where one thing leads to another
http://www.youtube.com/watch?v=_ve4M4UsJQo
Honda 606 takes