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The Big PictureBy: Doc SweitzerThe Campaign Group

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Elements of a campaign:

Decide what you are going to say. (Message)

Decide how you are going to say it. (DeliverySystem)

Say it.

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Message Reason for action

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Delivery System Means to

communicate the message

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Steps in the Campaign:

A. Step back and look at the big picture. Simplify thatwhich appears complex.

B. Create an information base. Research. Research.

Research.

C. Define the target.D. Come up with a strategy.

E. Come up with a message.

F. Figure out the best way to deliver it.

G. Set a clear, quantifiable goal.H. Write a budget plan.

I. Focus.

J. Pay attention to details. Just do it.

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Available Resources

Campaign becomes decision-making process ofhow to accumulate and allocate resources.

A.Time

B.Money

C.Talent

D.People

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The StrategyPutting together a message and the means to

deliver it.

A. The Right Message

B. The Right Way

C. The Right People

D. The Right Time