Plan communications campaigns
Launching a marketing or communications campaign can be overwhelming. Where do you start? How do you organize the moving parts? What goes into it? What if you don’t have time to plan but need a plan? How do you know what tactics to use?
This course is for anyone launching a communications or marketing campaign and wants it to be organized, manageable, relevant, and help you reach your goals. The eight campaign planning steps discussed in the course can be applied to any kind of communications effort: fundraising, advocacy, awareness, internal communications, and more.
Most importantly, you’ll learn how to choose the right tactics and create achievable, measurable goals so that you know when to make adjustments and when to stay the course. Everything you learn about goal-setting can be applied across the work you do outside of communications campaigns
Learning objectives
Strategy development
Identify a single, achievable objective and the right tools for the job.
Audience research
Learn about your audience and how to reach them.
Work plan
Work backwards to set deadlines for key milestones.
Curriculum outline
- Introduction to campaign planning
- Step 1: Information gathering
- Step 2: Set an objective
- Step 3: Define your audience, your audience’s journey, and messaging
- Step 4: Document messaging
- Step 5: Identify high impact, low effort tactics and channels
- Step 6: SMART goals and a plan to monitor progress
- Step 7: Milestones and work plans
- Step 8: Monitor and iterate as you implement the plan
Course details
Meet the presenter
Katie Hewitt
Evoxe
Katie Hewitt is a digital communications strategist for social impact. She works with nonprofits and organizations working for social good to design and implement communication campaigns to drive measurable change. She first integrated tech into social impact campaigns in 2004 by managing grassroots doorbelling with a barcode scanner and an Access database. In 2007, she bought her first digital ad and organized a live stream virtual town hall with prominent bloggers. She's been on a mission to learn and to evolve advocacy, social behavior change, NGO, electoral, and coalition campaigns ever since. She has broad experience across issue areas with deep expertise in healthcare and labor issues. She designs and executes bold but realistic campaigns, from life-saving social media campaigns in partnership with global health organizations to influencing policymakers with the power of grassroots organizing.
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