Campaign It! : Achieving Success Through Communication.

Campaign It! provides a new definition and understanding of what makes a cause. It explains why, in our modern society, a communications campaign is the most powerful way to achieve success. And it demonstrates how it is possible to create and apply an irresistible communications campaign to any asp...

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Bibliographic Details
Main Author: Barnard, Alan.
Other Authors: Parker, Chris.
Format: eBook
Language:English
Published: London : Kogan Page, 2012.
Subjects:
Online Access:CONNECT
Table of Contents:
  • About the authors; Introduction; 01 Our approach to campaigns and campaigning; Learning to become better; Our new definition and our approach to campaigning; Purpose, philosophy, attitude and attributes; Leaders, vacuums and campaigns; The nature and purpose of communication; The value of communication; The inevitability of influence; The likelihood of resistance; The need for an ethical approach; The seven principles of campaigning; The Campaign It! model; Final thoughts; 02 Cause; Introduction: from law-suits to the pursuit of principle and a click-whirr.
  • Managing personal emotionsCreating a cause; The inevitability of simultaneous campaigns; Gradations of cause: why size really doesn't matter; What to do with a cause; The power that comes from having a cause; Courage; Cause, objectives and a washing line; Final thoughts; 03 Recognizing and understanding your audiences; Tourism, campaigning and a casual glance; Thinking of an audience; The purpose of audience analysis; The starting point; Principles and methods of audience analysis; How do we ask great questions?; Managing feedback; Research; Qualitative research; Quantitative research.
  • Choosing and/or mixing quantitative and qualitative researchFormal and informal analysis; Using our knowledge; Barriers to audience analysis; The audience within; Final thoughts; 04 The narrative; A note from AB before we begin; Once upon a time and other ways to begin; Little Red Riding Hood and the power of storytelling; Creating the campaign narrative; Creating and sharing the narrative; Everyone remembers a great ending; The bubble of fiction and the frame of perception; Well-packaged honesty; A rich reduction; Final thoughts; 05 Influencing conversations; Before the music plays.
  • Sticks and stones and all that jazzBeing in tune; Matching communication patterns; Hearing the music, reading the score; Language; Body language; Decision-making tendencies; Our own words; Final thoughts; 06 Mapping the campaign; Maps, models and the courage to go first; Creating a campaign map: from fiction to reality; Creativity; The 7I creativity wheel; Momentum; Final thoughts; 07 Integrating activities; Bringing the campaign to life; Activity management; The campaign team; Tools, channels and an essential wiggle; Planning, unpredictability and trade-offs; The magic of the web.
  • Final thoughts08!; E-motion; Be-cause; Final thoughts; 09 Being a campaigner; Identity; A beginning, an ending; Politics, pounds and a lesson from a Sea Monster; Margate, Margaret and May; Learning and leading; Head office, America, 92 seats and a question about vets; The beautiful game and location, location, location; bbm; Very final thoughts; Index.