Planning the Campaign Strategically

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‘Alice: “Would you tell me, please, which way I ought to go from here?”
“That depends a good deal on where you want to get to,” said the Cat.
“I don’t much care where,” said Alice.
“Then it doesn’t matter which way you go,” said the Cat.’
Lewis Carroll, Alice in Wonderland

Contents
1. Overview
2. The campaign plan
3. Positive campaigning
4. Status communication
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The strategy is the compass for your campaigns. Without a working strategy, a campaign will turn into a series of unplanned reactions to unanticipated events. The strategy defines the aims and shows how they can be achieved.

Planning a campaign is like building a house. First, you decide what to build and where; then you lay the foundations, upon which you create the visible structures and work on the details. The foundations of campaigning are clear objectives and the blue print is your campaign plan.

A well planned and managed campaign can be flexible as the campaign grows or shrinks. Uncontrolled growth is nearly as harmful for the campaign as shrinking it. And you must make sure from the outset that the structure of the campaign can handle the growth.

The most important phase in designing a successful campaign is determining the reason for campaigning. Ironically, this phase in particular is often skipped. There is no axiomatic campaign objective. The objective has to be specifically decided, it has to be written down and you have to make sure that everyone understands it.

A surprisingly large number of campaigns fail because of vague objective setting. Establishing the objective is, without a doubt, the most important individual decision of the campaign. A small, well-built campaign with a clear objective is better than a large, uncertain one with vague objectives. An effective campaign requires strong team-spirit and a shared objective.

A campaign often has several objectives. In this case, when setting objectives, it is important to prioritise and divide them into the short-term and long-term ones. A campaign should have a clear primary objective, which all the other objectives must follow.
 

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