Executive Summary & Rationale
Write three or four sentences giving an overview of your campaign, its basic strategy and purpose, and objective(s). Besides a quick summary I want you all to write this as a sales pitch or justification for your project. In a professional context any campaign would require someone’s approval to devote the time and resources to get it done usually in competition with other campaigns or efforts. Why is your campaign useful, valuable, or worthy– give us your best pitch. This should be smooth, tight and effective writing.
Most everyone has done good work thinking about some larger goals for your campaign. Few of you have crafted a focused, measurable objective with a specific deadline. This is an absolute requirement. Professional campaigns have a clear end-point where the results can be assessed. Each of you must have at least one objective that meets these criteria. What will it be? You may of course (and probably should) have additional larger objectives, but this requirement will have a decisive effect on your grade (and the effectiveness of your project). In this section list all your objectives, starting with your primary, measurable, deadline-driven objective.
People & Partners
Combine all your previous thoughts and ideas into one cohesive numbered list, describing the different groups of people who you hope to engage with your campaign and ranking them in order of importance. What group is your first priority, second, and so on?
In a second cohesive paragraph list and describe any and all partners with whom you might want to work. List them in order of importance from most to least. This may be optional for some of you.
Strategy & Story
Many of your strategies are still very sketchy, undefined, or even nonexistent. Your strategy must flow backwards from your primary, measurable, deadline-driven objective. How are you going to get people to do what you want them to do? How are you going to accomplish your objective? While this does not have to be extremely detailed, you must list realistic steps that will get you there. This is not inflexible and set in stone, but you must have a tentative step-by-step plan to at least get started.
While this isn’t strictly required, I would urge each of you to think of ways that you can feature individual stories in your strategies. Real particular stories may also be a great source for slogans, taglines, and even photos. Consider interviewing people who are involved with your message or affected by your issue. Are there any relevant heroes associated with your campaign? In one paragraph summarize the ways that you might use story in your campaign– not absolutely required, but strongly encouraged.
Technologies & Channels
In separate paragraphs, describe each of the four channels you will use in your campaign. Why is each channel a good match for your people and your objectives?
Here is the list of possible channels:
- analog mail
- online: website, blog, wiki, forum
- Flickr, Tumblr, or other appropriate image sharing tool
- social networks: Facebook or Google+
- smartphone locative
- printed matter (fliers, posters, brochures, banners, and so on)
- local, regional, national media (newspapers and magazines)
- events & in-person canvassing
You should probably not have more than four channels. I would expect a clear, solid justification if you do.
In a final paragraph I want to you to describe how you will connect and coordinate your campaign across these channels. What will unify them and make it clear that your message on each channel is part of the same effort? What common slogans and graphics will you use to give your campaign a recognizable identity?
Combine the best and most relevant answers from your draft into a cohesive paragraph. Be sure to address any questions or responses that I have posed to you. Do not include any answers that are obvious or superficial. Here are the original questions from your first draft:
- What are some possible consequences of your campaign? Ways it could succeed or fail?
- How will you build on successes? How will you build on failure?
- What will be your return on investment (ROI)? Most likely this will be non-monetary. Firstly, you are probably hoping for a good grade, but how about beyond that? Professional experience? Personal goals or satisfactions?
I expect good, solid well-polished proposals. They will be worth 10-20% of your final project grade.
Publish your final proposals as new posts on this public class blog.
Don’t forget to track your time! For the digerati try this: http://tickspot.com/ For the Luddites try the hipster Smartphone: a stack of note cards.