Campaign toolkit

Putting a plan together

A plan for running your campaign will enable you to focus on all the necessary steps.

  • Establish a measurable objective.

- Example: ‘Reduce stress-related illness in call centres by 10 % over the next 3 years.’

  • Focus on specific target audiences.

- Example: personnel managers in larger companies or owners of small or medium-sized enterprises.

  • Develop a clear message.

- This should be tailored to your target audiences and ideally include recommendations that they can act on.

Example: ‘Research has shown that call centres can reduce stress-related illnesses by following three basic steps.’

  • Identify the most suitable media to reach your target audiences.

Consider whether to use advertisements, direct mail, posters, seminars or visits, for example.

  • Agree a budget.

- Include an extra amount, say 10 %, for unexpected additional costs.

  • Find a good launch date.

- Avoid major holiday periods, such as the run-up to Christmas, and try to link your campaign to a topical event or season to give it greater resonance.

  • Evaluate your campaign.

- Learn from your experience, so your next campaign has a greater impact.

Putting a plan togeth