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Formulating a digital campaign
Tim NortonDigital Campaigns Co-ordinatorOxfam [email protected]@norton_tim / @OxfamAustralia
Identify your aims
Online campaigning is rarely stand-aloneIt is a component within a wider campaign.
Identify your aim of your overall campaign.How does digital campaigning fit into this?What components of the campaign can/should be run in digital forms?
Online campaigning vs traditional
ONLINE
• Transient/impermanent• Reactive• Multi-media enabled• Hub-based with linkages• Adapted to fit market• Communication based
TRADITIONAL
• Real-life record/presence• Reactive and proactive• Selective media based• Centralised communications• Usually attempts to create own market• Community based
A BROKEN GLOBAL FOOD SYSTEM
• Climate change• Land grabs• Food price spikes• Support for small-scale farmers
There is enough food on the planet to feed everyone
A BROKEN GLOBAL FOOD SYSTEM
• Climate change• Land grabs• Food price spikes• Support for small-scale farmers
There is enough food on the planet to feed everyone
AIMS OF THE PUBLIC CAMPAIGN
• Education• Engagement• Empowerment • Change
A BROKEN GLOBAL FOOD SYSTEM
• Climate change• Land grabs• Food price spikes• Support for small-scale farmers
There is enough food on the planet to feed everyone
AIMS OF THE PUBLIC CAMPAIGN
• Education• Engagement• Empowerment • Change
AIMS OF THE DIGITAL CAMPAIGN
• Education• Engagement• Empowerment • Change
TOOLS OF THE PUBLIC CAMPAIGN
• Events• Lobbying• Rallying• Educative resources• Opportunities for engagement• Engaging in conversation
TOOLS OF THE DIGITAL CAMPAIGN
• Blogs• Social media• Videos• Educative resources• E-actions• Live video feeds• Engaging in conversation
WHAT DID IT ACHIEVE?
• Engaged a section of the population previously unaware of the GROW campaign• Utilised specific design skills that were not available to us• Promoted the brand, name and aim of the campaign• Formed partnership with Redbubble• Empowered people to take part in the workings of the campaign• Provided us with a design
Evaluation
Evaluation
Evaluation
Evaluation
Key points to remember
Identify your audienceWhere do they interact or get their information? Is an online campaign the best way to get to them?
Be committedBe prepared for things to take time. Be a part of the community you’re attempting to empower/engage with.
Be realistic about workloadDo you have the hours to commit to managing the campaign in an ongoing sense? How can you build your plans accordingly? Scheduling? Sharing workload?
Identify your aimWhat is the aim of your overall campaign? How does digital campaigning fit into this?
ToolsPick your tools according to your aims and learn them well from the outset.
EvaluationCollect statistics and records on everything. Build in report-back mechanisms to your campaign.
