Stakeholder mapping worksheets

1. STAKEHOLDER MAPPING TABLE:

Brainstorm all possible relevant stakeholders for your campaign in the stakeholder mapping table
• Think broadly and include possible actors from the public, private, academic and NGO sector.
• Rank the actors from 1-10 in terms of influence/power over the given question/change/problem your campaign aims to
adress (1 = least, 10= most).
• Rank the actors from 1-10 in terms of interest in the given question/change/problem your campaign aims to adress
(1 = least, 10= most).

2. STAKEHOLDER MATRIX:
Plot the actors on the stakeholder matrix based on your ranking from the stakeholder mapping table

3. Analyze and strategize

Analyze the stakeholder matrix and make a strategy by answering the questions in the worksheet
• Remember:
•Evaluate an actor’s interest both on a rhetorical level and a “action” level. Apply a “greenwash” or a
"bikewash” filter – what do they actually do to promote cycling, mobility and/or healthy urban planning and
what is just talk/for show?
•Look for “unholy alliances” – unexpected partnerships are more interesting and create more attention for a
campaign.
• Which actors can you connect with to make your campaign relevant for a larger target group - don’t just
“preach to the choir.”
•“Kill your darlings” – are there partnerships or stakeholders that you don’t need to spend time on or are there
stakeholders which we should not partner with due to how they are perceived.

The project is co-financed by the Central Baltic Programme 2014-2020

1. Stakeholder mapping table
# Stakeholder Type Influence/ Interest
(public, private, power rank 1-10
academic, NGO) rank 1-10

10

11

12

13

14

The project is co-financed by the Central Baltic Programme 2014-2020

 # Stakeholder Type Influence/ Interest
(public, private, power rank 1-10
academic, NGO) rank 1-10

15

16

17

18

19

20

21

22

23

24

25

26

27

28

The project is co-financed by the Central Baltic Programme 2014-2020

 2. Stakeholder mapping matrix
10 High influence, High influence,
Low interest High interest
9
8
7
Influence/ power

Meet their needs Key players

Low influence, Low influence,

5

Low interest High interest

4
3
2
1

Least relevant Show consideration

0

0 1 2 3 4 5 6 7 8 9 10

Interest
The project is co-financed by the Central Baltic Programme 2014-2020
3. Stakeholder analysis and strategy
• Which actors are the key players to the success of your campaign? Who do you need to get on
board?

• Which actors have strong influence and whose needs do you need to meet? How?

• Which actors should you show consideration? How will you do so?

• Who is not relevant to your campaign? Are there any ”darlings” in the analysis?

The project is co-financed by the Central Baltic Programme 2014-2020