CivicActions

When I get asked to comment on a campaign communication or web page, I typically go through the same mantra -- who's the audience, what's the intended outcome, what are the key messages, and how will we measure success? My process is just one of many processes that can be used to make decisions -- but I have found this one to be particularly effective. Waiting too long to do this (or some other decision framework) can lead to wasted energy and team tension. I decided to share it here to assist others who might be in similar situations.

There are often multiple voices in our team and our client teams that all have expertise in particular disciplines, whether it be design or technology, or a particular knowledge of an audience. Time can be spent negotiating the best approach to any part of the campaign. A good process can cut through the chaos and shorten the time required for the best decision.

I typically ask for just a few simple categories of information to be 'signed off' for any distinct page or email message. This information can be used to negotiate (and quickly settle) further creative and engineering decisions:

Audience

Intended Outcome

Key Messages

Success Metrics

Here is an example from our very successfull campaign against DRM used last year in the Defective by Design campaign. This outline was created specifically for the email communication to existing members:

Audience:

* Existing Defective by Design members within 100 miles of Apple stores

Intended Outcomes:

* Get those who have signed-up to check their location on our map for accuracy
* Get them to invite friends who are local to join

Key Messages:

* Urgent to check location accuracy & invite friends
* The next event is going to be wicked good - as they say in Boston
* We have already had an impact beyond expectation

Success Metrics:

* Number of people who sign up for the event

Other similar outlines were created for the imagery for the campaign; the web page for signing up; the media alert for this event; etc. By signing off on this information, we can often eliminate language, design elements, and features that get in the way of meeting the intended outcome. This process enabled a very talented team of experts on Defective by Design to quickly move from ideas to implementation.