1.
WHAT IS THE DEFINITION OF 'CAMPAIGN?'

2.
GOAL AUDIENCE
CAMPAIGN: STRATEGY, CONTENT, PACE, PLATFORMS,
SPECIAL TACTICS

3.
BEHAVIOURAL CHANGE

4.
A WAVE
BUILDS STRENGTH OVER TIME AND BECOMES A MOVEMENT

5.
T H E A U D I E N C E ' S J O U R N E Y
AWARENESS INTEREST EMOTIONAL ENGAGEMENT
(COMPLETED ACTION) JOY + LOYALTY RETURN + PROMOTION
People see and find you and your messaging:
online/ offline, website, social media pages,
events, printed material
People read/ view/ talk to you/ ask questions/
comment/ get in touch
People begin the process of participation:
downloading a form, preparing a tweet, signing
up to a workshop, starting training, initiating a
donation
The action finishes successfully: application form
submitted, tweet sent, training completed,
donation received, petition signed, workshop
completed, etc
People become part of your loyal base:
become fans, willing partners
Loyalty translates into return: recurring donations,
advocacy, lobbying, regular volunteering, regular
attendance, regular commenting/sharing

6.
HOW TO BUILD
AWARENESS
HOW TO ENGAGE
HOW TO CREATE ACTION
SOUNDING A WIDER CALL:
Strong content; SEO;
endorsement; ambassadors,
branding, being visible; being
on right platforms.
BUILDING A COMMUNITY: A good
experience; fast responses; authentic
comments; clearly answering questions;
right tools; encouraging; thanking;
building a database, segmenting
audiences; targeted content.
TAKE ACTION: Emotional buy-in; options are clear; path to
success; sound tools; audience feels safe + trusts; reward,
loyalty, maintain relationships.

7.
THE CAMPAIGN STAGES IN FACEBOOK

8.
CAMPAIGN ELEMENTS:
STRATEGY: Audiences; goals; budget; production; distribution; measurement
CONTENT: Forms; narratives; frames; messaging; calls to action; resources
Pace: Time frame; events; occasions
PLATFORMS: Web; social media; newsletter; instant messaging; op-eds; media
releases + their interaction.
SPECIAL TACTICS: Ambassadors/ reps; personalisation; citizen content production;
direct contact; free data; a challenge.