Step 3: Know your audience Copy
Having identified and researched your issue, and formulated objectives, the next step of your campaign strategy is to discover who are the stakeholders on the issue, who are the targets for your campaign, who are your allies and opponents, understand the value of forming coalitions and working with INGOs.
STAKEHOLDER MAPPING
AIM OF THE TOOL
- To identify the stakeholders involved in this campaign.
HOW?
- All those individuals, organisations and institutions that contribute in any way, through support or opposition, or through inaction, to an issue, can be considered stakeholders. Classify them by active / passive, opponents / allies. Then specify if they are beneficiaries, decision-makers or influencers.
- Beneficiaries: The people and organisations you speak for or whose issue you are representing.
- Decision-makers: Organisations, institutions, Ministries, individuals, etc, who make or deeply influence policy on the issue.
- Key-influencers: Influential people or body in a community.
PERSONAS
AIM OF THE TOOL
- Define the specific group of people you want to reach with your message.
HOW?
- Know who you want to address, what their tastes, needs, or preferences are, where are you looking to meet their expectations, etc. This is the time to create your target audience persona, chosen amongst the stakeholders you identified previously.
GOOGLE TRENDS
AIM OF THE TOOL
- To find out your users’ top of mind
HOW?
- Google Trends is a tool developed by Google that allows you to search the popularity of topics and terms within a given timeframe and location. Google Search is indisputably the king of search engines with over 1 trillion searches per year, which means you will be tapping into a wealth of data when you use this tool. Free Google Trends Training here!
