Influence - Media Development Collective

Campaigning for NGOS

Campaigns serve a variety of functions, including influencing consumer decisions, mobilising support for political candidates, changing unhealthy behaviors and reinforcing healthy ones, advocating for social issues and policy changes, and much more.

Since the turn of the century, technological developments, most notably the emergence of digital media, have resulted in significant changes in the size, complexity, and efficacy of purposeful communication, as well as the rise of contemporary communication campaigns.

Our campaigns for development course is an interactive lab in which we help you build a campaign from scratch using the most effective tools and techniques.

Benefits:

Learn how to create a campaign from the ground up that will achieve your objectives.
Be able to create campaign-related content using a persuasive story-based approach.
Create clear key messages for the campaign and use the campaign canvas tool to implement the steps of successful campaigns.
Develop and choose a visual identity and campaign branding.
Have confidence in managing social media content more effectively through the use of calls to action, posting appropriate content, and scheduling content;
Be able to use tools to strengthen your campaigns;
Be able to select relevant online and offline tactics for the campaign;
Have the expertise and knowledge to measure your campaign.

This course is perfect for:

NGOs and Civil Society Groups who want to use strategic communications or campaigns to target specific behaviour.
Corporate Organisations that would like help with their own strategic communications and campaigns.

Outline:

This training is customised to meet your specific needs as well as the needs of your organisation. The campaigns for the development course aims to train civil society organisations (CSOs) in making a meaningful impact on their communities and society as a whole.

Module 1: Audience hyper-targeting
Module 2: Campaign Aim and Key Messages
Module 3: Content Development
Module 4: Campaign Planning
Module 5: Campaign Measurement
Module 6: Campaign Branding
Module 7: Prototyping

MODULE 1: Targeting

Hyper-segmented target audiences.
Formulating hyper-targeted audience statements.
Using open source online tools for insights.
Persona development.

MODULE 2: Aims and Goals

Credible sources, logical approaches and emotional appeals.
Crafting aim statements.
Defining key messages.
Deciding on the social change strategy.

MODULE 3: Content Development

The building blocks of story.
10 basic formats in media and how to use them.
Channel selection and planning.
Online and offline tactics for campaigns.
Developing clear call to actions.

MODULE 4: Campaign Planning

SMART goals for campaign mobilisation.
Content calendars.
Best practices for campaign roll out.

MODULE 5: Campaign Measurement

Risks and obstacles.
Analytics and interpreting the data.
Measuring campaign success.

MODULE 6: Campaign Branding

Establishing campaign name and hashtags.
Differentiating your campaign, colours and look.

MODULE 7: Prototyping

Applying the key concepts of the modules to your own specific campaign.
Receiving peer feedback on the campaign.
Presenting prototyped campaign.