Who is it for?
Program managers or communication specialists in nonprofits, whose programs aim to shift public opinions, influence public policies, or change behavior.
Why do you need it?
Nonprofits live and breathe to make changes. The public campaign remains a powerful vehicle to bring about those changes, even more so in the days of social media proliferation.
But many program managers or communication specialists are not conversant with practical tools and fresh frameworks to plan and execute effective campaigns. Neither they have access to the arts and methods from the masters of persuasions in the advertising and PR industry ―until now.
What will you learn?
In four half-day sessions (9.00 – 12.00 WIB) with group practices session (12.00-14.00 WIB), you will learn:
14 July 2020
Becoming a true strategist: what a good campaign strategy looks like
By the end of this session, each participant will be able to
- Differentiate between good and bad campaign strategies.
- Translate your organization’s or program’s vision into a good campaign objective.
- Set a good campaign objective and why it really matters.
15 July 2020
Campaign strategists as puzzle solvers: identifying the underlying cause and the right approach
By the end of this session, the participants will be able to apply a suitable or appropriate framework that helps uncover campaign obstacles (what stands in between) and choose the approach of the campaign strategy.
16 July 2020
Writing inspiring creative brief
By the end of this session, the participants will be able to write a clear and concise creative brief using the steps outlined.
22 July 2020
Planning the campaign’s execution and evaluation
By the end of this session, the participants will be able to:
- Generate ideas for digital-social campaigns beyond the basics (posters, infographics. contests, videos).
- Sequence executions using three-act story structures.
- Prioritize executions using impact-feasibility map or Mitcoin tool.
- Develop plan to monitor or evaluate a social campaign.
Some of the concepts or tools you will learn about
- Influence map
- Empathy map
- Behavior journey
- “From/to” matrix
- The elephant and the rider model
- Behavioral economics
- Moral foundation theory
And of course, a lot of practices! You will be developing a campaign, from the strategy, creative direction, and activity and media plan.