For any organisation thinking about creating a campaign there are some essential steps that need to be taken before planning begins. Research is the key:
- what needs to change;
- what needs to be said, and
- who needs to hear it.
Answer these question and you will save money and get better results. You can plan what you are going to say and target your campaign at the people that matter.
The next stage is to decide the nuts and bolts of the campaign – if at all possible this should not be rushed. Again, planning is key to getting the very best results.
Here are examples of campaigns I have helped clients successfully deliver:
‘Get Involved’ is a campaign for Sussex County Amateur Swimming Association to help them recruit the volunteers needed to run their competitions and other events. The identified problem was that many of their volunteers are getting older or no longer have any family involvement in the sport so are no longer volunteering or are restricting the use of their spare time.
The campaign was developed to address these issues and provide a sustainable volunteer workforce for the future.
TravelChoice – changing travel habits is never quick and always needs regular reinforcement. This campaign was run over five years and had a number of different sub campaigns but the core message was always the same – ‘think about how you use your car’.
The TravelChoice brand was also used in parallel to core County Council issue like the introduction of parking controls that can be very emotive. In these instances information was aimed at helping people find alternatives to driving and paying to park.