10 steps to running an awareness campaign A step-by-step approach by Healthcare A2Z
4gain resources 6materials production 8implement campaign 9evaluate campaign 10review campaign 1set objectives 5media and mediums 7messaging 10 steps to running an awareness campaign c o m m u n i c a t i o n 3gain commitment 2plan campaign c o n s u l t a t i o n
10 steps to running an awareness campaign step 1 set objectives
step 1set objectives 10 steps to running an awareness campaign • Why do you want to run the campaign? • What do you want to achieve, and how can you measure this? • Who are you trying to reach? • Where can you access them? • What is the best time to run the campaign? • How much is it going to cost? • How are you going to involve others? Campaign planning tip 1 • Produce a campaign brief – this can be a simple Word document or email – the object is to produce a clear and consistent summary of the reasons for running the campaign, and the practical issues of implementation that you need to take into account.
10 steps to running an awareness campaign step 2 plan campaign
step 2plan campaign 10 steps to running an awareness campaign • Break down the campaign into a plan. This could either be: • a series of activities run over a set period of time, for example, over a month • or, a series of activities run before (pre-awareness) and after (follow up) a specific event, or awareness day. Campaign planning tip 2 • Put together a schedule with times and activities – it’s a simple roadmap to keep everything on track.
10 steps to running an awareness campaign step 3 gain commitment
step 3gain commitment 10 steps to running an awareness campaign • Who do you need to support the campaign? • Write a list and recognise that each group will be different • Understand their motivations and priorities • Talk to them about what you want to do, but think about their needs and talk in their language • If you have time, form a small working group where each stakeholder is represented and has the opportunity to comment upon the plan and participate in the implementation Campaign planning tip 3 • Recruit a senior member of staff who can give the campaign high level and visible support within the organisation.
10 steps to running an awareness campaign step 4 gain resources
step 4gain resources 10 steps to running an awareness campaign • Think through what you need, for example: • manpower • money • materials • publicity • Then negotiate to gain the resources Campaign planning tip 4 • To maximise resources, make best use of what is already available. Is there a key event planned that you can ‘piggy back’? Are there existing communications, meetings and newsletters where you can gain some publicity?
10 steps to running an awareness campaign step 5 media and mediums
step 5media and mediums 10 steps to running an awareness campaign • Think through all the different communication mediums that you could use to reach people: • notice boards • internal post • emails • intranet • meetings • Introduce yourself to the Editor of any internal media (newsletters, magazines, bulletins, forums) who could spread the word about your campaign • Involve the regional press too... they are always looking for local interest stories Campaign planning tip 5 • With mediums... think through the right things to do, rather than trying everything. With media... spread the word as widely as possible.
10 steps to running an awareness campaign step 6 materials production
step 6materials production 10 steps to running an awareness campaign • This can take up a large part of time and budget • Again, make good use of existing resources • If you need to produce new materials, then allow plenty of time for development, review, and production • If you are running a large campaign over several sites, then you could put together a campaign kit (including a campaign guide and materials) for others to follow Campaign planning tip 6 • A campaign kit will keep things consistent, but, where appropriate, allow individuals the opportunity to adapt elements to suit their local needs
10 steps to running an awareness campaign step 7 messaging
step 7messaging 10 steps to running an awareness campaign • Keep it super simple • Pick some key messages and stick to them • Use the ‘what’s in it for me’ message technique, i.e. always think through why the information is important to the recipient... what benefit does it offer to them? Campaign planning tip 7 • Create a campaign strapline. Something simple and memorable that you can use throughout the campaign.
10 steps to running an awareness campaign step 8 campaign implementation
step 8campaign implementation 10 steps to running an awareness campaign • Divide the campaign implementation into phases • pre-awareness • main campaign • post-campaign follow-up • Keep the implementation consistent and professional • Make sure that the campaign is the starting point... promote other people, places and resources where individuals can find further information Campaign planning tip 8 • Mix and match campaign activities – different people respond to different things – the ‘blended’ approach often works best (some print, some electronic and some face-to-face).
10 steps to running an awareness campaign step 9 campaign evaluation
step 9campaign evaluation 10 steps to running an awareness campaign • Always keep the campaign brief at the front of your mind • What have you achieved? • Build in methods from the beginning that allow you to monitor how you are doing Campaign planning tip 9 • Summarise the things that you have achieved and use these to gain further publicity for the campaign. Also make a note of things that you would do differently next time around.
10 steps to running an awareness campaign step 10 campaign review
step 10campaign review 10 steps to running an awareness campaign • Operate a process of communication, consultation and continuous improvement throughout the campaign • Formally review the process at the end of the campaign cycle • Share the good and the bad Campaign planning tip 10 • Capture the bright ideas that drop out from this review – they could be the makings of the next campaign!
10 steps to running an awareness campaign Healthcare A2Z offers further support for teams and individuals responsible for planning and implementing campaigns and communications. For more information contact veronica.ellis@healthcareA2Z.org