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A campaign is a communication process  which is find the right message, target that message to the right group and repeat that message again and again.

Unfortunately, the actual planning process is much more difficult than simply following one rule. There is much more that goes into the process which includes:

1.    Doing the research necessary to prepare for the campaign.

2.    Setting a strategic campaign goal needed to win.

3.    Analyzing and targeting audience.

4.    Developing a campaign message.

5.    Developing a audience contact plan.

6.    Implementing that plan.

The rule is simple – if a plan is not written down, no plan exists.

Too often, most of us believe that we hold the winning strategy “in our heads.”

In reality, if the plan is not written down, there is no strategy at all and the campaign is wandering aimlessly. Or, at other times, the campaign manager believe that he or she are following a single strategy, only to find out later that he or she opinions about the strategy are completely at odds.

All campaigns must be flexible to changing circumstances, but these changes should be carefully considered and weighed against the original research and strategy laid out in the plan.

Every campaign is unique. While certain basic principles can be applied to each campaign, it is important to have a complete understanding of the particular situation and the conditions in which your campaign will be waged.

The first step in developing a winning strategy must begin with a realistic assessment of the situation in which you will be campaigning.

Next, develop the campaign message.  A campaign message is not a list of the issues that will be address, and it is not a simple, catchy phrase or slogan.

All of these things can be part of a campaign message, depending on whether or not they will persuade our audience but they should not be confused with the message, a simple statement that will be repeated over and over throughout the campaign to persuade the target audience.