Digital Advocacy Center Training Topic Two: Campaign Planning

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

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 Email 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

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

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

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

Success Story: Senegal LISTAB Campaign Youth 18-34 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

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

Dafa Jot! (It’s Time!)

Engaging Artists and Youth-Appealing Content

Musicians and Artist Videos

Engaging Content

Petition as a Primary Engagement Tool

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

‘Thunderclap’ to Break Through on Twitter

‘Thunderclap’ to Break Through

Last-Minute Mobilization 343 SMSs and email 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 email. Also shared on social networks. Targeted emails 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.

Parliament Gallery Packed Full with Grassroots Supporters

Hundreds of Personal Messages Hand-Delivered

Packages Read by MPs on the Floor

Policy Champions and Members of Parliament

Continued Momentum for Implementation

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; 450 personal messages 150+ 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

Ongoing Movement: School Tour

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

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

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

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

Grassroots: Awareness Examples

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

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 Email decision makers Submit online comments for hearings Sign an online petition Like, share and follow on social media

Mobilizing the Public: Senegal Example Offline Action Attend an event Online Actions Email 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

Grassroots: Public Action Examples

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

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

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

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

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

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

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

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

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

Thank you!