introduction to campaigning techniques and tools session 2 finding the critical path to change:...

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

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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