1. Introduction to Campaigning Techniques and Tools Session 2 Finding the Critical Path to Change: Planning and Implementing a Successful Campaign February 7-11, 2011, Doubletree by Hilton Cambridge Garden House Hotel Chris Rose - Campaign Strategy Limited www.campaignstrategy.co.uk www.campaignstrategy.org

2. Making a peanut butter sandwich 1 st step2nd step3rd step4th step (etc) End objective – end result 1 st activity 2nd activity 3rd activity 4th activity 5th activity …(etc) I want … a peanut butter sandwich

3. 1 st step2nd step3rd step4th step (etc) End objective – end result 1 st activity 2nd activity 3rd activity 4th activity 5th activity …(etc) I want … to go home explain step by step how to get from this room to your home home

4. Campaigning is motivation for action. It’s not ‘education’ problem awareness concern urgency action anger campaign model problem awareness knowledge understanding confusion reflection education model

5. education Campaigning/ advertising: motivation Awareness of complexity: more possibilities Motivation to act: fewer possibilities narrower Opposite processes

7. Create events where the picture- tells-the-story: not meetings or processes Convert these to

8. Evidences -write your story (campaign) in pictures

9. “argument is constructed in one way and government in entirely another” Macaulay Events drive politics Make events happen Do, don’t argue

10. Use stories - we remember them Use people - we can identify with them

11. Story approach

12. Report on Non Accidental Wolf Related Deaths Historical statistics showing trend in wolf-related non-accidental injuries involving minors (under the age of 16) in Central Regions. Daylight hours observations only. After column 3 the basis of calculation changes but the base sample reamins the same. The trend is not significant but individual cases remain a cause for concern, especially in the small number which result in fatalties or close escapes. The figures speak for themselves.

13. A campaign to promote sustainable lifestyles in the city of Brighton & Hove nine people...nine weeks...nine ways to change your life...click to enter... Issue converted to stories- be interesting

14. Campaign elements/ dimensions Science/ technical Political/ Corporate Economic Spiritual/ psychological/ emotional

15. Science/ technical Political/ Corporate Economic/ Legal Spiritual/ psychological/ emotional Campaign elements/ dimensions

16. Be multi-dimensional Popular emotional - spriritualAction-drama-story Political – spatial - economic Global science Cultural (history)Activist volunteer Corporate Political Legal Human interest

17. PSB (eg for interviews) Problem- “what’s the problem Mr Smith ?” Solution - “what’s the solution Mr Smith ?” Benefit - “what’s the benefit Mr Smith ? Why should the people of Bedford care ?” www.campaignstrategy.org

18. 2 Minute PSB www.campaignstrategy.org SOLUTION PROBLEM BENEFIT EXERCISE

19. Use it In interviews Back in the office It’s half way to a communications strategy www.campaignstrategy.org

20. R esponsible party A ction needed S olution P roblem B enefit RASPB Propositions

21. Coastal realignment www.campaignstrategy.org

22. Problem eroding cliffs rising seas shrinking marshes no safe places to build homes vanishing beaches living in dangerous homes www.campaignstrategy.org

23. Problem/solution eroding cliffs rising seas shrinking marshes no safe places to build vanishing beaches living in dangerous homes concrete walls taller walls create more marsh allow building uphill/inland beach creation help to move to safety www.campaignstrategy.org

24. PROBLEM SOLUTION BENEFIT Problem/solution - fit test

25. What sort of problem is it ? Often defined by the victim www.campaignstrategy.org Rule is - have the most empathetic (victim) on your side

26. Planning star Campaign concept Campaign assets Ambition: what we want to achieve (objective) Actors, obstacles interests Social weather conditions – how change is happening Communication desires

27. Campaign development basic process Audience research Eg Quant and qual using VMs Focus groups etc Campaign design Instrumental communications strategy Awareness > alignment> engagement > action Existence and meaning of X Problems and solutions Means to engage Action with an impact > change Campaign research Issues anlaysis Identification of possible points of intervention Objectives PESTEL Power analysis Critical Path Development

28. Why we must have a narrow focus With big aims you need strategic change

29. Why we must have a narrow focus With big aims you need strategic change For strategic change you need strategic targets as objectives

30. Why we must have a narrow focus With big aims you need strategic change For strategic change you need strategic targets as objectives To reach a strategic objective you need a Critical Path to follow

31. Why we must have a narrow focus With big aims you need strategic change For strategic change you need strategic targets as objectives To reach a strategic objective you need a Critical Path to follow To move along a Critical Path you must tailor communications by the CAMPCAT factors

32. Why we must have a narrow focus With big aims you need strategic change For strategic change you need strategic targets as objectives To reach a startegic objective you need a Critical Path to follow To move along a Critical Path you must tailor communications by the CAMPCAT factors To make the CAMPCAT factors work you must do nothing unless until that sub objective is achieved

33. Why we must have a narrow focus With big aims you need strategic change For strategic change you need strategic targets as objectives To reach a startegic objective you need a Critical Path to follow To move along a Critical Path you must tailor communications by the CAMPCAT factors To make the CAMPCAT factors work you must do nothing unless until that sub objective is achieved So you can’t campaign on ‘the issue’, only on changing one thing at a time in the issue

34. ‘instrumental’ campaigns – where one thing leads to another http://www.youtube.com/watch?v=_ve4M4UsJQo Honda 606 takes