Step 4. Run the campaign
At this point, we move onto the 4th step of the narrative change planning process, outlining final preparations and covering the actual implementation of the campaign. In the 3rd stage, the focus was on testing your approach and preparing the team, and now we get to the campaign rollout step.
Figure 1: 5-step narrative change campaign planning process
Through the first three steps of the process, you should have the following in place:
- A developed and realistic strategy to effectively engage the middle in the debate on migration;
- A full set of campaign materials that are tested and adjusted based on feedback from the target middle segments;
- A campaign plan detailing a set of feasible activities, tools, and associated objectives;
- A campaign team that is ready for the first wave of implementation and prepared to engage in a challenging debate.
So, moving into the fourth step, the campaign rollout stage consists of the following elements:
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Elements
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details
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| 1. | Sequence the campaign phases | Plan the elements of the first wave of the campaign and further phases. |
| 2. | Get your ducks in a row & start | Get ready for the first wave and implement the campaign. |
| 3. | Monitor as you go | Keep an eye on the schedule, responses/targets and spending. |
| 4. | Prepare to defend your position | Be ready to defend against challenges and expect the unexpected! |