15. Content & Tools

The purpose of this exercise is to specify the creative content, supporting tools, and people who are responsible for implementation.

This step is all about preparing to launch. Most campaigns will benefit from a variety of marketing content and tools. The approaches can vary widely but should align with the actions that have been identified. The more that you can customize tools and content to the audience, the more your audience will feel invested in the campaign. So, it’s important to make it easy for them to engage and help amplify the message especially influencers and advocates.

The Exercise

1. As a group, brainstorm a list of content needed to complete the Creative Actions (Ex. 12). Be very detailed, with one idea per sticky note. Consider the following prompts:

» What type of content is needed? Consider things like print, video, petitions, web content, social media posts, social media images, hashtags, etc. Be sure to include both analog and digital content.

» What content will best connect with your audiences? For example, a social media image that you ask a resident to post may be different from a social media image that you ask a partner to post.

» Have you identified the marketing content needed for each Creative Action?

2. Now that you have identified all necessary content, which ones are the top priority? Mark these with a star.

3. Next to each priority item, add a different color sticky note to determine:

» Who is responsible for creating this item?

» What tools are required to manage or deliver this content?

4. Brainstorm any specific instructions for use, imagery, and content that supports the campaign

45 minutes

- Sticky Notes

- Markers

- Large wall space

Notes:

15. Tools & Content (continued)

Reflection

Discuss the following with your campaign team.

» Look back at the disruption opportunities identified on your Campaign Canvas. Have you identified the content/actions/tools and people necessary to capture your audience’s attention in creative ways?

» Does your marketing plan incorporate the Assets (Ex. 13), Influencers & Advocates (Ex. 14)?

» Can you implement the prioritized content and tools within your Budget (Ex. 13)? If not, discuss how you will adjust either your budget or content accordingly.

» Capture the work completed with a series of photos.

Update the Campaign Canvas

Build your plan by completing sections of the Campaign Canvas that have Ex. 15 next to the heading title.

» Marketing Plan (Content/Action/Tool)

» Person Responsible