Campaign Research – how to do it Successfully.

10 02 2011

I have decided I am going to stick to my original Idea of the world campaign and focusing on  individual situations in each country, though I am going to change it slightly and narrow it down a little and focus on 3 main problems that an equally serious throughout the world. I’m still not sure what I will be focusing on but this is a list of what I want to work with.

Human Trafficking

Illegal Immigration

Drug Smuggling



So as I work to narrow down the main points I want to campaign I have started to research the obvious. Advertising campaigns.


Top 10 Poster Advertising Tips

Here are a collection of very basic tips you can implement in any poster advertising campaign you currently run.

1. Test your poster performance by using different posters. Don’t just stick with the same posters over and over again. Your audience will get bored and you won’t have any means to compare results. You don’t have to change your poster every week, but try a monthly change, or on a per semester basis. Remember in order to test, you need some means to compare results. I find pull tabs are a good method to at least gauge how many people are acting on your poster.

2. Try different sizes. I use a small 1/3 A4 poster which often performs better than all my other posters, even large A3. Small posters are great for smaller boards or to be squeezed in-between posters on crowded boards. You can also staple them to the sides and edges at unusual angles which grabs attention.

3. Keep it simple, stupid. Don’t be tempted to fill your poster design with too much content. Lots of text, pretty graphics, logos etc lead to a crowded poster that will look like a blur on the wall from a distance. Use a simple large catch call to bring people in to your poster. You need to stand out from a crowded poster board, and the best way to do this is with large fonts and simple messages.

4. Focus on benefits. A golden rule in marketing is that you should be advertising how your help your clients. Make sure your poster clearly states what benefits you offer to your clients. Don’t just say how great you are, potential clients want to know how you can meet their needs and wants.

5. Be nice. Don’t start a poster war with other posters. While it is impossible to not cover up other posters endeavour to be polite and look for old or expired posters if you have to cover someone up. In particular don’t deliberately cover or remove competitor posters. This is guaranteed way to get into a poster war where there are no winners.

6. Don’t get angry. Chances are competitors and other posters are going to cover up or remove your posters. While this will make you angry in the moment, don’t retaliate by treating them the same, you are above that. Just put your poster back or uncover it and move on. If you keep putting posters up week in and week out others will realise how committed you are and will avoid covering your poster because they know you will be there in a couple of days to uncover it.

7. Use staples with a staple gun. Early on I used to use tacks only then I discovered the wonders of the staple gun. It’s a lot of fun, significantly quicker and often means your posters are less likely to be removed. People often steal tacks until you are left with only one holding up your poster. They can’t do that with staples. Staples are clean, professional and efficient (and fun!).

8. Don’t be shy. One poster is a start, but two, three or four is even better. If you are postering on a large board don’t hold back, place many posters in many places to improve your exposure. Combine two or four posters in one area and create a large “block” of your posters. This will often be left uncovered for longer periods because it looks neater and makes a statement about your intentions – you are here for the long run, not just a once off poster.

9. Don’t go crazy either. If the board is small one poster will do. You won’t make any friends by taking all the space on a board.

10. Stick to the edges on popular boards. If you have a time sensitive campaign and want maximum exposure, go ahead and place many posters right in the middle of the board with the knowledge that they won’t stay uncovered for long. If your campaign is ongoing and you want to maximise it’s exposure, stick your posters on the edges and corners. Your posters will stay uncovered longer and if you block your posters together you will give the impression that you “own” that corner which psychologically will stop people from covering your posters.



Easy steps to campaigning success

1. Plan

Decide what you want to change and create clear and achievable aims, plans and objectives. Study your aims, study the environment and decide who needs to change their mind for your campaign to succeed.

2. Research

Make sure you know what information is already out there. Read up and record data from other voluntary organisations’ research, Government reports, Freedom of information requests, Census data and articles in the media that will support (and counter) your aims and arguments.

Once you have got hold of all the readily available research and opinion, collect what is known as ‘primary evidence’ – things like statistics and personal experience – that will point out the problems your campaign seeks to address. Both are powerful tools in putting together a compelling case.

3. Tell the world about it

Promoting your campaign to local media is usually a great way of gathering more support, raising awareness and reaching out to people. Good media coverage can help a campaign really take off.

It’s not just about getting in the national newspapers or television and radio. Local newspapers sometimes support local campaigns and if you can get them on your side, your chance of success immediately increases. The following are also useful:

 Emails, letters, phone calls and texts – keep in touch with the right people

 The internet – check out marketing opportunities

 Social networking sites – people power is a good way to whip up a storm


4. Evaluate your campaign

Evaluating your campaign is a good idea for a number of reasons:

i) If your campaign was successful…you have a strong base on which to build further change and you can share your ideas with others about how to make a difference.

ii) If your campaign initially failed to achieve its aims…you are likely to have put together research, statistics, personal experience that can be used in other campaigns and you can learn what to do differently next time – we are all always learning.





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