Caop Hoorcollege 1
1. What is a campaign?
Campaigns in your internship
Think about these questions before your next seminar
What kind of campaigns do you have in your place of work?
What kind of building blocks do these campaigns have?
Who gives advice in your company?
What supports their advice (experience, theory, gut feeling)
What is a successful campaign?
Research amongst succesful communication managers
It reaches specific and measurable goals with a certain audience
Campaign goals:
o To inform people
o Trying to get an emotional response / trying to get people to feel something
o Reaching a behavioural change
It does not happen by accident but is specifically designed
Using established working principles communication (theories)
Campaign – the building process
There is a problem that requires a communicative solution
A client makes a briefing for a campaign team/consultant
The briefing typically has all kinds of problems
o Too vague
o The mentioned goals are not about communication
o All kinds of detailed solutions are already proposed
The campaign team goes to work on a campaign sketch/draft/pitch and presents this
Based on the presentation a general approach is decided upon and the team starts to build the actual
campaign, together with the problem owner
The campaign template
• Giving advice (on communication issues)
When was the template designed?
One possible answer: 19th century starting point modern media campaigns
• Why?
The Golden Gate Park
• A 19th century multi-channel campaign
• Designed by Randolph Hearst
• More than 20.000 people visited opening day
19th century
• Industrialization
• Rise of nationalism
• Birth of political parties
• Birth of socialism
• Emancipation of the masses
• Rise of the media
World War 1
• Newspapers
• Magazines Attention
• Radio
, Campaign
• Aggressive
• Patriotic messages
2. Building blocks of a successful campaign
A successful campaign
Explains who the target audience(s) are
• What is the Available (or potential) audience?
• How big is the attentive audience?
• How big is the cumulative audience?
• Does the campaign reach the target audience?
Who do you target in your campaign?
Example: a campaign against drilling on the NP
A successful campaign
Makes clear which media are used and why
Different channels have different characteristics
Channels are ‘media’
Different people respond differently to different channels in different situations (channel preferences)
A medium is used for each act of transmitting information
Multimedia campaigns
• Since Antiquity
Greek ‘Rhetorica’
All about persuasion
Romans perfected it
The first models and theories about communication campaigns
(If you get a chance, pick up De Oratore by Cicero in which the perfect political campaign is outlined)
Example: campaign to improve the reputation of Athens
(In preparation of upcoming war against Persia)
Theatre
• Comedies
• Tragedies
• Mime
• Fables
• Etc
A successful campaign
Explains what kind of messages are going to be designed and why. (Priming, agenda setting)
More specifically all kinds of theories predict that certain content will have certain effects.
Use those type of theories!
3. Making your approach relevant
From vague briefing to a specific approach
• The briefing typically has all kinds of problems
Too vague
The mentioned goals are not about communication
All kinds of detailed solutions are already proposed
• The campaign team chooses a perspective/tack/approach and
Starts looking for theories that offer guidance
1. What is a campaign?
Campaigns in your internship
Think about these questions before your next seminar
What kind of campaigns do you have in your place of work?
What kind of building blocks do these campaigns have?
Who gives advice in your company?
What supports their advice (experience, theory, gut feeling)
What is a successful campaign?
Research amongst succesful communication managers
It reaches specific and measurable goals with a certain audience
Campaign goals:
o To inform people
o Trying to get an emotional response / trying to get people to feel something
o Reaching a behavioural change
It does not happen by accident but is specifically designed
Using established working principles communication (theories)
Campaign – the building process
There is a problem that requires a communicative solution
A client makes a briefing for a campaign team/consultant
The briefing typically has all kinds of problems
o Too vague
o The mentioned goals are not about communication
o All kinds of detailed solutions are already proposed
The campaign team goes to work on a campaign sketch/draft/pitch and presents this
Based on the presentation a general approach is decided upon and the team starts to build the actual
campaign, together with the problem owner
The campaign template
• Giving advice (on communication issues)
When was the template designed?
One possible answer: 19th century starting point modern media campaigns
• Why?
The Golden Gate Park
• A 19th century multi-channel campaign
• Designed by Randolph Hearst
• More than 20.000 people visited opening day
19th century
• Industrialization
• Rise of nationalism
• Birth of political parties
• Birth of socialism
• Emancipation of the masses
• Rise of the media
World War 1
• Newspapers
• Magazines Attention
• Radio
, Campaign
• Aggressive
• Patriotic messages
2. Building blocks of a successful campaign
A successful campaign
Explains who the target audience(s) are
• What is the Available (or potential) audience?
• How big is the attentive audience?
• How big is the cumulative audience?
• Does the campaign reach the target audience?
Who do you target in your campaign?
Example: a campaign against drilling on the NP
A successful campaign
Makes clear which media are used and why
Different channels have different characteristics
Channels are ‘media’
Different people respond differently to different channels in different situations (channel preferences)
A medium is used for each act of transmitting information
Multimedia campaigns
• Since Antiquity
Greek ‘Rhetorica’
All about persuasion
Romans perfected it
The first models and theories about communication campaigns
(If you get a chance, pick up De Oratore by Cicero in which the perfect political campaign is outlined)
Example: campaign to improve the reputation of Athens
(In preparation of upcoming war against Persia)
Theatre
• Comedies
• Tragedies
• Mime
• Fables
• Etc
A successful campaign
Explains what kind of messages are going to be designed and why. (Priming, agenda setting)
More specifically all kinds of theories predict that certain content will have certain effects.
Use those type of theories!
3. Making your approach relevant
From vague briefing to a specific approach
• The briefing typically has all kinds of problems
Too vague
The mentioned goals are not about communication
All kinds of detailed solutions are already proposed
• The campaign team chooses a perspective/tack/approach and
Starts looking for theories that offer guidance
