Creating Campaigns A 3-Journey Series

The Steps
1. Decide Objective & Goal 3. SWOT Analysis 5. Create Campaign

2. Understand Your Audience

4. Create Messaging

6. Monitor & Adapt

Journey 1 Recap
1. Decide Objective & Goal
General Awareness Member Recruitment Deli Marketing

3. SWOT Analysis

5. Create Campaign

2. Understand Your Audience

Who Where How

4. Create Messaging

6. Monitor & Adapt

Campaign Definition
OBJECTIVE: GOAL: Primary Audience: Secondary Audience: Tertiary Audience: Hangout #1: Hangout #2: Media for Hangout 1:

Hangout #1: Hangout #2: Media for Hangout 1:

Hangout #1: Hangout #2: Media for Hangout 1:

Media for Hangout 2:

Media for Hangout 2:

Media for Hangout 2:

Journey 2
1. Decide Objective & Goal 3. SWOT Analysis
Understand your strengths, weaknesses, opportunities and threats

5. Create Campaign

2. Understand Your Audience

4. Create Messaging
Value proposition and key messages

6. Monitor & Adapt

SWOT Analysis
STRENGTHS: WEAKNESSES:

OPPORTUNITIES:

THREATS:

Example SWOT Exercise

Goal: Increase Membership
STRENGTHS: Great cause Fun team Great experience OPPORTUNITIES: If people only knew how rewarding it was!! WEAKNESSES: It s a girl thing

THREATS: School work, other activities

Example SWOT Exercise

Goal: Increase Deli Traffic
STRENGTHS: Delicious recipes Great cause OPPORTUNITIES: WEAKNESSES: Hard-to-find location

THREATS:

Tabling at large campus events Other food options.

Now, Your SWOT!

STRENGTHS: WEAKNESSES:

OPPORTUNITIES:

THREATS:

[Recommendation: Do this exercise as an entire team.]

Part 2
1. Decide Objective & Goal
General Awareness Member Recruitment Deli Marketing

3. SWOT Analysis
Understand your strengths, weaknesses, opportunities and threats

5. Create Campaign
Based on steps 1-4, create and launch your campaign!

2. Understand Your Audience

Who Where How

4. Create Messaging
Value proposition and key messages

6. Monitor & Adapt

Assess effectiveness and adjust campaign as needed.

The Value Proposition

A short statement that captures attention, leverages your strengths, offsets your weaknesses, capitalizes on your opportunities, and minimizes your threats.
[Note: No value proposition will address everything in your SWOT analysis. The three key messages we ll be developing later will help fill in the holes. That said, the more closely it aligns with your SWOT, the better!]

Example: Member Recruitment

SWOT:
STRENGTHS: Great cause Fun team Great experience OPPORTUNITIES: If people only knew how rewarding it was!! WEAKNESSES: It s a girl thing

Value Proposition:
Reward yourself: Help end world hunger.

THREATS: School work, other activities

Example: Increase Deli Traffic

SWOT:
STRENGTHS: Delicious recipes Great cause OPPORTUNITIES: Tabling at large campus events WEAKNESSES: Hard-to-find location THREATS: Other food options.

Value Proposition:
The only sandwich proven to help end world hunger.

Create Your Value Proposition

1. Break into groups of 4-6 2. Have your objective, goal, audience and SWOT analysis in front of you 3. Have a 15 minute Value Proposition brainstorm!!!!! 4. Share your ideas with the whole team 5. Vote to select the best!
[Creating a Value Proposition is more of an art than a science. Let the SWOT sink in, and then let your creative, non-linear juices flow! Don t shut down creative ideas with premature analysis. Ideas that at first seem completely unrelated may, when you look at them, address the major elements of your SWOT in unexpected ways. Once you generated a list of possible value proposition, then analyze and select the ones you want to share with the group.]

Campaign Message Tree

VALUE PROPOSITION

Key Messages
Now it is time to create three key messages that expand on and give substance to your value proposition.

Key Messages Example: Member Recruitment

Reward yourself. Help end world hunger.
Satisfy your hunger to make a difference Find your passion and give it away Expand your resume, stretch your horizons

Create Your Key Messages

1. 2. 3. 4. 5.

Break into groups of 4-6 Have your SWOT analysis and Value Proposition in front of you Have a 15 minute key messages brainstorm!!!!! Share your ideas with the whole team Vote to select the best three!

Campaign Message Tree

VALUE PROPOSITION
KEY MESSAGE #1 KEY MESSAGE #2 KEY MESSAGE #3

Optional Last Step: Supporting Messages

For the really hard core among you, create up to three supporting points for each key message!

Supporting Messages Example: Member Recruitment

Make yourself happy. Help end world hunger.
Satisfy your hunger to make a difference
Raise money for cutting edge hunger-ending orgs Change the conversation about people born into poverty Experience the power of community

Find your passion and give it away

2-3 supporting points

Expand your resume, stretch your horizons

2-3 supporting points

Create Your Supporting Messages

1. Break into groups of 4-6 2. Have your SWOT analysis, Value Proposition and Key Messages in front of you 3. Have a 15 minute supporting messages brainstorm!!!!! 4. Share your ideas with the whole team 5. Vote to select the best 2-3 supporting messages for each key message

Campaign Message Tree

VALUE PROPOSITION
KEY MESSAGE #1
Supporting Message #1 Supporting Message #2 Supporting Message #3

KEY MESSAGE #2
Supporting Message #1 Supporting Message #2 Supporting Message #3

KEY MESSAGE #13

Supporting Message #1 Supporting Message #2 Supporting Message #3

Journey 3
1. Decide Objective & Goal 3. SWOT Analysis 5. Create Campaign

2. Understand Your Audience

4. Create Messaging

6. Monitor & Adapt