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13. Asset Mapping
The goal of this exercise is to identify assets that support your actions.
It’s important to understand how the assets you have available align with the critical actions of your campaign. While you’ve identified assets in previous exercises, it is now time to see how they support the intended creative action. This helps to determine any additional gaps and shows the associated levels of support before launching your campaign.
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The Exercise
1. Begin by brainstorming using the five prompts provided below. For each community asset, use a separate sticky note color. Introduce the prompts separately, allowing for about 5 minutes of brainstorming for each.
» Human & Social Assets - What individuals or organizations can help to support the campaign? What skills exist amongst this group? What personal experiences may help to support this campaign? Who are aligned advocates and partners? Think about agencies, for profit, nonprofit, foundations, etc.
» Cultural Assets - What cultural assets exist? What creative people, places, media, and other connections can support the campaign?
» Political Assets - What political assets exist? Has any political capital been identified? Think throughout all aspects of government, as local campaigns can also be supported at many different levels.
» Financial Assets - What financial assets already exist? Where can financial resources be acquired? Where can in-kind support aid the campaign?
» Built Assets - What physical assets do we have that will support the campaign? Think of things that you can see and touch. Consider your environment and built spaces. What equipment exists to help your effort?
2. After all of these areas are brainstormed, draw two lines to make a giant “plus” sign on your paper. On the vertical “Y” axis, label the top “Most Influential” and the bottom, “Least Influential.” On the horizontal “X” axis, on the left side, add a label “Strongly Oppose Issue” and on the right side, “Strongly Support Issue”.
45 minutes
- Sticky Notes
- Markers
- Large piece of paper
Notes:
