INTRODUCTION TO LESSON

1: STRATEGIC PLANNING &

ORGANIZATIONAL
COMMITMENT

Digital Advocacy Center Training

 MODULES COVERED IN THIS GUIDE

Module 1: How to Use Digital to Win

Your Campaign

Module 2: Power Mapping

Module 3: How to Design a Digital

Campaign

Module 4: Messaging Framework

 G O A LS O F T H E SE M O D U L ES

. RT objective for
How to choose a SMA
your campaign

What resources you need to run a

successful digital program

How should you approach mapping

Who should feature in your power

map

How to design a campaign

How to construct key messages for

your campaign.
 3-STEP
F O U N DAT I O N
EV A L UAT I O N

RESOURCE PLAN
OBJECTIVE
What are the staffing
What is your PURPOSE commitments & responsibilities
campaign objective?
Can digital media help to execute a campaign?
you win?
 STEP # 1 : C A M PA I G N OBJECTIVE

SPECIFIC:
What exactly are we going achieve
and how?

MEASURABLE:
How will you measure it?

WHAT IS THE CAMPAIGN ACHIEVABLE:

Is this attainable given the political
OBJECTIVE YOU ARE environment?
TRYING TO MEET
THROUGH DIGITAL
MEDIA?
REALISTIC:
Can we reasonably expect the desired
outcome in the given resources and
time period?

TIME BOUND:
When will it end?
 STEP #2: PURPOSE

2
HOW WILL
1 4
DIGITAL
HELP YOU Mobilize public to
play active role in
WIN? achieving campaign
objectives 3 Leverage
Raise awareness traditional
and urgency of media
tobacco control
issues
Engage key opinion leaders
and decision-makers to
pass/implement strong laws
and regulations
 STEP #3: R E S O U R C E P LA N N I N G

2
DOES THIS
SOUND
LIKE AN
INTERN’S
JOB? 1 One staff member who
can dedicate 5-10 hours
per week to consistently
create content and
respond with followers
3 Messaging/
communications
acumen is vital;
Who will lead this media advocacy
work in your expert ideal
organization?
Trusted
spokesperson for
the campaign
 C R EAT I N G YOUR
D I G I TAL P O W E R MAP

4
While the power map applies
to your campaign. Your digital
power map will vary slightly 2
from that of the overall
campaign. This stems from Step 4:
the fact that some of your A target’s propensity
targets may not be online. The
process for the digital power
1 to get influenced
online will stem from
map starts after you have Step 2: how much they
narrowed in on the decision Find them on interact with the
makers and key opinion Twitter public online.
leaders who will be affecting
your campaign.
3
Step 1:
Google their names
and see if they have
a website

Step 3:
Find them on
Facebook
 CAM PAI G N D E S I G N P R O C E SS :
GO STRONG

Strategy Result New Insight

What were the metric What conclusion can
How we will win results of executing we make about the
our campaign the tactics? impact of our tactics

Goal/ Outcome Goal Revisit

Tactic
Objectives
What was the How do these
What are the impact on the conclusions
What is the policy measurable objective, did the impact our
activities results help strategy and
outcome? planned to achieve policy tactics moving
Objective: what is execute success? forward
immediate step in
policy process the strategy?
 B U I LD I N G A CAM PAI G N :
F O UR B U C K E T S

GRASSTOPS
Decision Makers &
Traditional Media
Key
Opinion
Leaders

POLICY
OUTCOME

Public Awareness Public Action

GRASSROOTS
BUILDING G R A S S R O O T S AWA R E N E S S :
3 - S T E P F U NN E L

Awareness
Step #1 Step #2 Step #3

Commitment Test broad themes Connect themes Commit activists

and content to attract to urgent issue/ to take actions
large following goal objective at that will solve the
hand issue

Ownership
 M OBILI Z I N G TH E P U BLI C :
LADD E R O F E N G AG E M E N T
Organize an activity

Offline
Actions Host an event

Attend an event

Submit written/creative testimonial

Forward to a friend
Online
Actions
Email decision makers

Submit online comments for hearings

Sign an online petition

Like, share and follow on social media

P I C K I N G K E Y M E SSAG E S

Key messages do the

following:

What messages can you

send to the target Speak to the values of the
audience via the media 1 audience
and other channels that
have the best chance of
convincing them to take
action?
2 State what the problem is

3 Why it matters

4 What action should be taken.

 G E TT I N G S TAR T E D

1 2 3
GATHER YOUR TEAM
: : DEFINE YOUR ANALYZE YOUR AUDIENCES: :
Developing a messaging framework is AUDIENCE(S): Start identifying what your audience(s)
usually a collaborative effort, and you Before you begin, your team must will find persuasive, impactful, and
should assemble a small team of reach a consensus on your credible. Think about “What’s In It For
dedicated, knowledgeable colleagues audience(s), as that will determine Me?” from their perspective and find
and partners to help you populate your your messages. positives for your message and
map. The size of the group will depend negatives from your opposition’s
on the level of skill, knowledge, and message.
trust existing between you and your
partners.
THANK

YOU