HOW TO CREATE A CAMPAIGN
STEP BY STEP GUIDE
This six-step guide will help you make the most of your resources. It addresses specific challenges facing college access marketers and draws on the real-life experiences of practitioners and marketing experts. Though equally important, the steps outlined below may be conducted simultaneously or in a different order, depending on your campaign’s goals.
- Preliminary Research and Goal Setting: Identify the problem, target audience, attitude or behavior you are trying to change, and intended outcomes.
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- Engagement of Key Stakeholders: Talk with potential partners and funders about the campaign; involve them in the planning process to get buy-in and support.
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- Audience Research: Learn everything you can about your audience - how they view the problem, what barriers they face, and their trusted sources of information.
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- Strategic and Tactical Planning: Plan your strategies and tactics, and create and test the campaign messages. Think about how to evaluate and measure success.
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- Implementation: Implement your campaign plan.
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- Monitoring and Reporting: Monitor your progress, make changes as needed, and keep all stakeholders informed of campaign events and milestones. Document and report what you learn in the field.
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Read an Additional Resource: "Getting Started: A Dozen Things You Should Know Before Conducting an Adult Learning Campaign."