Now that you have your campaign plan in place, it's time to for action! Implementing your strategic activism campaign is when you really start to generate benefits for your brand. It's also where your employees and team will feel even more empowered and purpose driven.
As we mention in our previous post about the benefits of strategic activism, authentic and meaningful engagement is the lynchpin of a successful campaign. You'll want to meet your customers and supporters where they're at in terms of their awareness of the issue and their ability to engage in the campaign. If you've planned well, you will have created multiple pathways to move people along the ladder of engagement in ways that build their positive associations with your organization.
Campaign Implementation Do’s and Don’ts
1. Provide multiple options for people to engage in your campaign.
Do empower your customers/members/clients to effectively engage in your activism through awareness building and simple training
Don’t rely exclusively on tactics like online petitions or similar kinds of actions
Best Practice Example
A safer cleaning products company used a grassroots outreach & engagement strategy that involved using blog posts and emails to build issue awareness, then coupled that with in-person trainings on effective legislative advocacy
2. Devote time and resources to building a functional coalition.
Do establish clear ground rules and a decision-making process for your coalition
Don’t take credit for progress without acknowledging your partners
Best Practice Example
A large coalition including nonprofit advocates, public benefit companies, and sustainability driven businesses formed a coalition to strengthen consumer labeling laws. Coalition members were involved in campaign planning and selected an leadership team with decision-making responsibility during implementation. The coalition held regular check-in calls and a process for integrating feedback from all members on important decision points.
3. Toot your horn <O
Do communicate about the benefit and value of your actions to key audiences: advocates, employees, investors, and customers
Don’t engage in marketing gimmicks for near-term bumps in engagement
(Not a) Best Practice Example
A marketing company launched a paid parental leave “campaign” without an actual campaign so they could get free media and sell t-shirts.
Having an experienced partner will make implementation easier and more beneficial.
We know how to implement strategic activism campaigns. We've been doing it for over a decade. Take some of the guesswork out of how it works by partnering with Colin Price Consulting LLC on your next campaign.
Our last post in this series will discuss the final step in successful strategic activism campaigns: Evaluation