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Over the years Daymark has been involved with several campaigns to deliver important changes by engaging with and convincing a majority audience of stakeholders.
What we have always known is that campaigns only work where there is an appreciation that campaigns are a step above standard communications and stakeholder engagement.
The mere thought of mounting a campaign should sharpen the mind as to the size of the task ahead. It should stretch ambition for engagement and transparency. It should lift your gaze as to the various disciplines and expertise you will need on a team.
In short, campaigns need the very best of communications, stakeholder engagement and delivery skills. They require experience.
Here is where campaigns require that extra effort if they are to be successful.
You need data: you cannot guess at your campaign strategy – you need data to inform it and with which to engage your audience. Depending on what your campaign is about, this could be a comprehensive piece of consumer research, a well-investigated discussion paper, or say clearly articulated financial and benchmarking information.
A top-down strategy: next is a clear, super clear, articulation of the outcome from the campaign you are expecting. From here you work backwards as to what needs to happen to build the case for change. If done correctly these building blocks will show you your step-by-step campaign and all about the important first step.
Anticipate roadblocks: Your strategy also requires a dive into likely opposition. What arguments will they use and how can you counter with a fair and reasonable position? Here your data can play a role as with the use of third-party advocates.
Active execution: campaigns never run themselves, they required directing day in and out. There needs to be a steady approach to execution but with nimbleness to take advantage of opportunities as they arise – and of course the expertise to recognise an opportunity when it lands. Limit high stakes moves and keep everyone informed.
Be ready for the end: not all campaigns are successful and some get bogged along the way. Have an exit and end strategy. If successful, be thankful in response. There is rarely a need to declare victory.
Daymark has captured these insights and more in a short pack on campaigning. Our case studies hopefully prove interesting reading. All were, humbly, successful.
Campaigns are exciting projects, but require a step up in planning, resourcing and project management. This sets them apart from other communications and stakeholder activities and can even provide a timely boost to your reputation.
