w i t h

How To

Create An Awareness Campaign

In this workshop you will learn how to

create a social media strategy that

matches your organisation's goals

and resources. You will take away

new ideas and a clear plan for

moving forward with your next

campaign.

Since informing the public is often

regarded as the first step effecting

change, raising awareness is often

the first activity any advocacy

group engages in.

Start Here

Having clear communication

goals and objectives will help

build your strategy

Geography

• National

• Regional

• Local

• Urban

• Rural

Socio-Demography

• Age

• Sex

• Income

• Occupation

• Education

Psychography

• Lifestyle

• Attitudes

• Preferences

• Interests

Behavioural

• Relevant behaviour

• Duration of behaviour

• Readiness to change

Normally an organisation has too many

segments it would like to reach.

Targeting is about choosing which ones

to prioritise.

Segmenting and prioritising audiences

improves reach, enhances relevance and

helps put your resources to the best

possible use.

Influencers Are Message Catalysts!

They are people, sometimes

celebrities or influential figures in

your sector, sometimes ordinary

citizens who are passionate about

what you do and have a lot of

connections on social networks,

with the power to amplify your

message.

Doctors

Nurses

Health Care Professionals

Supporters

Volunteers

Donors

Activists

Bloggers

Celebrity supporters

Celebrity activists

Influencer

1k+ Connections

Topics

Prior Interaction

50+ Klout Score

Your Database

Start Here!

Do they represent your values?

Celebrities and well-known

public figures can bring

tremendous attention to

your campaigns, provided

they are talking about

things that matter to your

audience.

Once you’ve identified your audience

map this information to social media

behaviour

• How can I reach my audience?

• Where do they hang out online?

• What are they reading/sharing?

• Surveys (Survey Monkey)

• Polls (PollDaddy; Facebook; Twitter)

• Publically available reports

One simple message that

calls for a clear action

to be taken

Pre-testing communication materials will

help ensure the audience understands the

message in the intended way and prevents

wasting campaign resources.

Test with focus groups,

through online surveys

and discussion groups.

When Oxfam International wanted to create a

message that would encourage people to

pressure their governments to invest in

education in developing countries, they used

evidence that shows that education reduces

poverty levels to develop this message:

“Basic education helps break the cycle of

poverty”

However, when they tested this message on

focus group audiences they found it did not

motivate them to act. Instead they found that

this simpler message received a much

stronger response:

“Education is every child’s right”

• Well-designed content

• Include hyper-links to campaign

• Include deadlines

• Encourage forwarding to others

• Collect e-mail addresses

• Provide opt-out function for those

who want to be removed from list

A podcast is a digital audio or video file that can be saved for playback

on a portable media device or computer

YouTube

Vimeo

Facebook

Facebook Live

Google Hangout

Periscope

Vine

Instagram

Snapchat

snapchat.com/add/humanrightscampaign

Human Rights Campaign

*Add your own

graphic elements

*Add music

WordPress

Blogger

Tumblr

Medium

LiveJournal

www.nonprofitmarketingguide.com

• Google Docs

• Evernote

• Trello

• Slack

Use these free tools

generate ideas, take notes,

and collaborate with team

members

Encourage users to share their stories and participate in

message creation. Make it easy to get involved.

• Social Oomph

• Tweetdeck

• Hootsuite

• Buffer

Identify resources necessary

to implement your campaign

THANK YOU!

Marie Ennis O’Connor socialease@live.ie