1. Digital Advocacy Center Training
Topic Two: Campaign Planning

2. Training.DigitalAdvocacyCenter.com Lesson 1: Strategic Planning Lesson
- Topic 1: Setting up for Success
- Topic 2: Campaign Planning
Lesson 2: Facebook, Twitter Lesson
- Topic 3: Facebook 101
- Topic 4: Twitter 101
- Topic 5: Content Best Practices
Lesson 3: Campaign Tactics & Evaluation
- Topic 5: Influencing the Policy Process
- Topic 6: Measurement & Evaluation

3. Lesson One Calendar: Strategic Planning
Month
Mon
Tue
Wed
Thu
Fri
Sat
Sun
May
2016
Lesson 1
Strategic Planning 2
Program Launch Topic 1 Material 3 4 5 6 7 8 9
Topic 2 material posted 10 11 12 13 14 15 16
Q&A Live Chat 17 18 19 20
Topic 1 & 2 Exercises Due 21 22 23 24 25
Webinar to Discuss Lesson 1 Themes 26 27
Final for Lesson 1 28 29 30 31 1
Week 1: Read/Watch Topic
Week 2: Reach/Watch Topic
Week 3: Exercises
Week 4: Live Lab Webinar

4. Goals of Topic 2 Training
After this training, you should have a strong understanding of:
How to design a campaign
What Grassroots and Grasstops supporters are, and how they help you achieve your campaign objective
Four ways to leverage social media within your campaign

5. Campaign Design: GO STRO NG
What was the impact on the objective, did the results help achieve policy success?
Outcome
What were the metric results of executing the tactics?
Result
What are the measurable activities planned to execute the strategy?
Tactic
How we will win our campaign
Strategy
What is the policy outcome?
Objective: what is immediate step in policy process
Goal/ Objective

6. Connecting Tactics to Measurement and Evaluation
How do these conclusions impact our strategy and tactics moving forward
Goal Revisit
What conclusion can we make about the impact of our tactics
New Insight
What was the impact on the objective, did the results help achieve policy success?
Outcome
What were the metric results of executing the tactics?
Result
What are the measurable activities planned to execute the strategy?
Tactic
How we will win our campaign
Strategy

7. Success Story: Senegal LISTAB Campaign
Youth very active on social media
Explosion of youth population, seen as an important political constituency
Campaign focused on building a brand that appealed to youth as primary target audience to drive pressure to pass a strong TC Bill in Parliament

8. Campaign Design: GO STRO NG
Outcome
Result
Tactic
Mobilize youth to pressure MPs; Generate support from key opinion leaders
Strategy
Pass a strong tobacco control law
Objective: secure majority of MPs to support MOH bill
Goal/ Objective

9. Dafa Jot!
(It’s Time!)

11. Engaging Artists and Youth-Appealing Content

12. Musicians and Artist Videos

13. Engaging Content

14. Petition as a Primary Engagement Tool

15. Action to Write Your MP
Over 350 personalized messages to Members of Parliament
Messages printed out and displayed at key Parliamentary meeting to show public support

16. ‘Thunderclap’ to Break Through on Twitter

17. ‘Thunderclap’ to Break Through

18. Last-Minute Mobilization
343 SMSs and to 8,000 person database sent to supporters the day before Vote to show up at the Parliament and show support.
Letter from CTFK and WLF hand-delivered to each MP.
“Write Your MP” messages printed and hand-delivered by a group of motivated supporters; and by . Also shared on social networks.
Targeted s to the Minister of Health and close advisors.
Video testimony of two MPs on their personal stories of second-hand smoke (in Wolof and French) broadcast on national TV and also shared on social media platforms.
Real-time coverage of Parliament proceedings on social media platforms.

19. Parliament Gallery Packed Full with Grassroots Supporters

20. Hundreds of Personal Messages Hand-Delivered

21. Packages Read by MPs on the Floor

22. Policy Champions and Members of Parliament

23. Continued Momentum for Implementation

24. Campaign Design: Senegal Case Study
Continued campaign push for law implementati on focused on grassroots activities
Goal Revisit
Grassroots awareness and pressure a key lever to pressure government stakeholders
New Insight
Bill Passed and President signed into law!
Outcome
10,000 petitions; personal messages advocates at hearing
15 KOLs
Result
Generate public awareness, grassroots action, drive media stories and engage KOLs
Tactic
Pass a comprehensive tobacco control law
Objective

25. Ongoing Movement: School Tour

26. Building a Campaign: Four Buckets
Decision Makers &
Key Opinion Leaders
Traditional Media
GRASSTOPS
Policy Outcome
Public Awareness
Public Action
GRASSROOTS

27. Building Grassroots Awareness
Decision Makers &
Key Opinion Leaders
Traditional Media
GRASSTOPS
Policy Outcome
Public Awareness
Public Action
GRASSROOTS

28. Building Grassroots Awareness: 3-Step Funnel
Step #1: Test broad themes and content to attract large following
Step #2: Connect themes to urgent issue/goal/objective at hand Step #3: Commit activists to take actions that will solve the issue
Awareness
Commitment
Ownership

29. Senegal Example Awareness Commitment Ownership Harms of Tobacco
Threat of Industry
Dafa Jot! (It’s Time)
Advocacy campaigns take the traditional marketing funnel and conform it to engagement as opposed to purchasing a product. Testing and optimizing content that broadly relates to your issue is important. Then you can dive into the specifics of the policies or issue at hand and bridge awareness/interest into actual commitment to the issue and meaningful action

30. Grassroots: Awareness Examples

31. Mobilizing Grassroots Action
Decision Makers &
Key Opinion Leaders
Traditional Media
GRASSTOPS
Policy Outcome
Public Awareness
Public Action
GRASSROOTS

32. Mobilizing the Public: Ladder of Engagement
Offline Action
Organize an activity
Host an event
Attend an event
Online Actions
Submit written/creative testimonial
Forward to a friend
decision makers
Submit online comments for hearings
Sign an online petition
Like, share and follow on social media

33. Mobilizing the Public: Senegal Example
Offline Action
Attend an event
Online Actions
decision makers
Sign an online petition
Like, share and follow on social media
Once activists are committed, campaigns will develop a ladder of engagement that asks people to to make increasingly higher level commitments of action to the campaign. Studies have shown that people are more likely to engage in the harder, more time consuming asks if they have been invested in the initial, easier steps along the way and seen success/momentum build

34. Grassroots: Public Action Examples

35. Grasstops Engaging Influencers and Decision-Makers
Key Opinion Leaders
Traditional Media
GRASSTOPS
Policy Outcome
Public Awareness
Public Action
GRASSROOTS

36. Grasstops: Influencing Decision Makers
Direct Engagement
Decision makers who are active on social media
Both positive and negative feedback
Images, quotes and videos
Online advertising
Promotion and ‘calling out’ on social media channels
Display at meetings/ hearing
Traditional media coverage

37. Senegal Example: Grasstops Decision-Makers
Direct Engagement
Members of Parliament take photos showing campaign symbol; posted online
Images, quotes and videos to hold President accountable to sign law
Comments printed out and displayed at meetings/public hearing

38. Grasstops: Senegal Example Key Opinion Leaders
Secondary Targets
Key opinion leaders/influencers of decision-maker
Social Influencers: cultivate supporters with large followings

39. Grasstops: Key Opinion Leaders
Secondary Targets
Key opinion leaders/influencers of decision-maker
Social Influencers: cultivate supporters with large followings

40. Grasstops: Traditional Media
Decision Makers &
Key Opinion Leaders
Traditional Media
GRASSTOPS
Policy Outcome
Public Awareness
Public Action
GRASSROOTS

41. Grasstops: Traditional Media
Packaging a story supported by social media for earned media
Personal narrative example
Visual elements
New developments
Data/report release
Journalists monitoring social media
Take advantage of known media events (speeches, events etc.) by preparing social media responses in advance
Engage directly with journalists
Reposting favorable coverage and asking people to share

42. Grasstops: Traditional Media
Packaging a story supported by social media for earned media
Personal narrative example
Visual elements
New developments
Data/report release
Journalists monitoring social media
Take advantage of known media events (speeches, events etc.) by preparing social media responses in advance
Engage directly with journalists
Reposting favorable coverage and asking people to share
Bloggers Tent at Uganda Press Event

43. Exercise: Campaign Planning
Differentiate clearly between strategy and tactics
Use the campaign objective from your first exercise to identify the tactics for the four buckets comprising of Grassroots and Grasstops targets
It is not mandatory to us all the four buckets. Only use what is necessary in your campaign.
Check out the menu of tactics provided in the worksheet for ideas to get started

44. Thank you!