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Campaign Development Process
an outline method
Chris Rose
Campaign Strategy Ltd
www.campaignstrategy.org
Basic Pathway
Concept
Proposition Critical path
Select intervention
Issue map
Sign off
Concept
Communications
strategy
Activities and resourcing
plan
Final sign offs
Launch,
Roll out
monitor
Next cycle
Proposition Critical path
Sign off
What each stage does
Maps the
issue
Locates the
campaign
Drafts the
‘product’
Concept
Select intervention
Issue map
Sign off
Maps the
issue
Locates the
campaign
Drafts the
‘product’
Concept
Select intervention
Issue map
Defines the
strategy
Determines core
communications
content
Proposition Critical path
Sign off
Concept
Proposition Critical path
Select intervention
Issue map
Sign off
Management
buy in gives
confidence +
OK to try
development of
campaign
Maps the
issue
Locates the
campaign
Drafts the
‘product’
Defines the
strategy
Determines core
communications
content
Communications
strategy
Activities and resourcing
plan
Final sign offs
Launch,
Roll out
monitor
Next cycle
Proposition Critical path Defines the
strategy
Determines core
communications
content
Provides management
tools to run campaign:
budget, activities,
timetables. Project
specifications
Communications
strategy
Activities and resourcing
plan
Final sign offs
Launch,
Roll out
monitor
Next cycle
Proposition Critical path Defines the
strategy
Determines core
communications
content
Provides management
tools to run campaign:
budget, activities,
timetables. Project
specifications
Gives ok to launch
Shows campaign
happening: story
begins. Awareness,
alignment,
engagement, action
Communications
strategy
Activities and resourcing
plan
Final sign offs
Launch,
Roll out
monitor
Next cycle
Proposition Critical path Defines the
strategy
Determines core
communications
content
Provides management
tools to run campaign:
budget, activities,
timetables. Project
specifications
Gives ok to launch
Checks for
progress and need
for revision
Shows campaign
happening: story
begins. Awareness,
alignment,
engagement, action
Communications
strategy
Activities and resourcing
plan
Final sign offs
Launch,
Roll out
monitor
Next cycle
Proposition Critical path Defines the
strategy
Determines core
communications
content
Provides management
tools to run campaign:
budget, activities,
timetables. Project
specifications
Gives ok to launch
Checks for
progress and need
for revision
Shows campaign
happening: story
begins. Awareness,
alignment,
engagement, action
Takes us on next step of long term critical path
Communications
strategy
Testing: qual and
quant comms/ mkt
research > RASPB
Stories
Qualitative (motivational,
targeting, emotion,
positioning)
Skeleton (events, activities,
audiences, meaning, channels)
instrumental comms strategy
Message hierarchy and ring
Spokespeople and media
strategy
PSB – stakeholders + internal
Champions analysis
Expansion of communications strategy - work
needed and components
Communications
strategy
Testing: qual and
quant comms/ mkt
research > RASPB
Stories
Qualitative (motivational,
targeting, emotion,
positioning)
Skeleton (events, activities,
audiences, meaning, channels)
instrumental comms strategy
Message hierarchy and ring
Spokespeople and media
strategy
PSB – stakeholders + internal
Champions analysis
Popular, political, policy,
elevator pitches
Efficacy check re
audiences and sizing
Road map for running
the campaign; self-
evaluating by
subobjectives;
creates events =
news; motivational
sequence; & visual
communications
Communications
strategy
Testing: qual and
quant comms/ mkt
research > RASPB
Stories
Qualitative (motivational,
targeting, emotion,
positioning)
Skeleton (events, activities,
audiences, meaning, channels)
instrumental comms strategy
Message hierarchy and ring
Spokespeople and media
strategy
PSB – stakeholders + internal
Champions analysis
Popular, political,
policy elevator pitches
Efficacy check re
audiences and sizing
Road map for running
the campaign; self-
evaluating by
subobjectives;
creates events =
news; motivational
sequence; & visual
communications
Ability to field and
reframe media
enquiries, do
proactive work
Enables organsiation
to discipline public
conversations
Communications
strategy
Testing: qual and
quant comms/ mkt
research > RASPB
Stories
Qualitative (motivational,
targeting, emotion,
positioning)
Skeleton (events, activities,
audiences, meaning, channels)
instrumental comms strategy
Message hierarchy and ring
Spokespeople and media
strategy
PSB – stakeholders + internal
Champions analysis
Popular, political,
policy elevator pitches
Efficacy check re
audiences and sizing
Road map for running
the campaign; self-
evaluating by
subobjectives;
creates events =
news; motivational
sequence; & visual
communications
Ability to field and
reframe media
enquiries, do
proactive work
Enables organsiation
to disciplie public
conversations
Shows who to engage
or ignore Produces
motivational
experience for
int + ext
audiences
Communications
strategy
Testing: qual and
quant comms/ mkt
research > RASPB
Stories
Qualitative (motivational,
targeting, emotion,
positioning)
Skeleton (events, activities,
audiences, meaning, channels)
instrumental comms strategy
Message hierarchy and ring
Spokespeople and media
strategy
PSB – stakeholders + internal
Champions analysis
Popular, political,
policy elevator pitches
Efficacy check re
audiences and sizing
Road map for running
the campaign; self-
evaluating by
subobjectives;
creates events =
news; motivational
sequence; & visual
communications
Ability to field and
reframe media
enquiries, do
proactive work
Enables organsiation
to disciplie public
conversations
Shows who to engage
or ignore Produces
motivational
experience for
int + ext
audiences
Determines
positioning effect,
emotional power
Initial testing: triage;
ground truthing, force
field analysis
Testing: ground
truthing, force field
analysis
Intelligence: allies, opponents,
obstacles; comms objectives;
resources, assets; pol; sci;
social; econ; tech; mkt; corp;
change mechs
Issue knowledge
Sign off Concept
Select intervention
Issue map
Work needed for other steps
Critical path
Work needed for other steps
revise
Testing: qual and
quant comms/ mkt
research > RASPB
Proposition
Communications
strategy
Activities and resourcing
plan
Final sign offs
Launch,
Roll out
monitor
Next cycle
Costing. Commissioning, team
building
Baseline studies for eval and
monitoring
Other implications - how
• Training
• HR recruitment/ assignment etc
• Discussion, info sharing, workshops
• Remote working to do this
• Coaching
• Mentoring
• Project management
Initial testing: triage;
ground truthing, force
field analysis
Testing: ground
truthing, force field
analysis
Intelligence: allies, opponents,
obstacles; comms objectives;
resources, assets; pol; sci;
social; econ; tech; mkt; corp;
change mechs
Issue knowledge
Sign off Concept
Select intervention
Issue map
Critical path
Workshops J and or remote working 7/ teamwork2 and
some inputs
J27
J27
J27
J27
Commissioned studies
J27
Campaign directors
Work needed for other steps
revise
Testing: qual and
quant comms/ mkt
research > RASPB
Proposition
Communications
strategy
Activities and resourcing
plan
Final sign offs
Launch,
Roll out
monitor
Next cycle
Costing. Commissioning, team
building
Baseline studies for eval and
monitoring
J27
Commissioned market
research
27
J27
Commissioned research
HR
J27
Campaign directors
Project devt + management
Communications
strategy
Testing: qual and
quant comms/ mkt
research > RASPB
Stories
Qualitative (motivational,
targeting, emotion,
positioning)
Skeleton (events, activities,
audiences, meaning, channels)
instrumental comms strategy
Message hierarchy and ring
Spokespeople and media
strategy
PSB – stakeholders + internal
Champions analysis
J27
Commissioned market
research
27
J27
J
Commissioned
creative advice
J
Press office
J27 Commissioned direct
comms advice and
services
Initial testing: triage;
ground truthing, force
field analysis
Testing: ground
truthing, force field
analysis
Intelligence: allies, opponents,
obstacles; comms objectives;
resources, assets; pol; sci;
social; econ; tech; mkt; corp;
change mechs
Issue knowledge
Sign off Concept
Select intervention
Issue map
Critical path
Potential training needs (coaching/ mentoring not shown)
J27
J27
J27
J27
Commissioned studies
J27
Campaign directors
Basic campaign training
revise
Testing: qual and
quant comms/ mkt
research > RASPB
Proposition
Communications
strategy
Activities and resourcing
plan
Final sign offs
Launch,
Roll out
monitor
Next cycle
Costing. Commissioning, team
building
Baseline studies for eval and
monitoring
J27
Commissioned market
research
27
J27
Commissioned research
HR
J27
Campaign directors
Project devt + management
Value Modes plus
Project
management ?
Public speaking,
scenarios ?
Evaluation systems
People + team
management ?
Campaign
communications
training
Communications
strategy
Testing: qual and
quant comms/ mkt
research > RASPB
Stories
Qualitative (motivational,
targeting, emotion,
positioning)
Skeleton (events, activities,
audiences, meaning, channels)
instrumental comms strategy
Message hierarchy and ring
Spokespeople and media
strategy
PSB – stakeholders + internal
Champions analysis
J27
Commissioned market
research
27
J27
J
Commissioned
creative advice
J
Press office
J27 Commissioned direct
comms advice and
services Writing
communications
briefs
Media training,
red/green, bridges,
PR methods, news
management
Myths and story
construction, visual
langauge
Political and
interests analysis
revise
Initial testing: triage;
ground truthing, force
field analysis
Testing: qual and
quant comms/ mkt
research > RASPB
Testing: ground
truthing, force field
analysis
Intelligence: allies, opponents,
obstacles; comms objectives;
resources, assets; pol; sci;
social; econ; tech; mkt; corp;
change mechs
Issue knowledge
Sign off
Stories
Qualitative (motivational,
targeting, emotion,
positioning)
Concept
Proposition Critical path
Select intervention
Issue map
Communications
strategy
Activities and resourcing
plan
Final sign offs
Launch,
Roll out
monitor
Next cycle
Skeleton (events, activities,
audiences, meaning, channels)
instrumental comms strategy
Message hierarchy and ring
Spokespeople and media
strategy
PSB – stakeholders + internal
Champions analysis
Costing. Commissioning, team
building
Baseline studies for eval and
monitoring
revise
Initial testing: triage;
ground truthing, force
field analysis
Testing: qual and
quant comms/ mkt
research > RASPB
Testing: ground
truthing, force field
analysis
Intelligence: allies, opponents,
obstacles; comms objectives;
resources, assets; pol; sci;
social; econ; tech; mkt; corp;
change mechs
Issue knowledge
Sign off
Stories
Qualitative (motivational,
targeting, emotion,
positioning)
Concept
Proposition Critical path
Select intervention
Issue map
Communications
strategy
Activities and resourcing
plan
Final sign offs
Launch,
Roll out
monitor
Next cycle
Skeleton (events, activities,
audiences, meaning, channels)
instrumental comms strategy
Message hierarchy and ring
Spokespeople and media
strategy
PSB – stakeholders + internal
Champions analysis
Costing. Commissioning, team
building
Baseline studies for eval and
monitoring
