The document discusses creating an effective campaign mix by answering key questions about objectives, target audiences, and messaging. It highlights potential pitfalls like negative public responses and provides tips for an integrated approach such as understanding audiences, using the right tone, finding influencers, and matching products to audience segments. The document advocates being ruthless in prioritizing high potential, willing audiences and using a variety of owned, shared, and unfamiliar channels to reach different groups.

1. Creating the right
mix

2. Key questions to answer
• What are our objectives for this campaign – formal and
informal?
• Who do we need to reach to help deliver against those
objectives?
• What are the best routes for reaching them?
• Digital execution – what is the risk and reward in this
context?

3. When social media goes wrong
“Public believe “Get tough on
we should help benefits
people get off scroungers
benefits” demand public”
“About time –
let’s sort out
the gays next”
Well meaning Well meaning Well meaning Member of the
charity campaign blogger with blogger with public
agenda agenda

4. The pitfalls of isolated execution

5. Creating an integrated approach
• Know your audience
• Getting tone of voice right
• Encouraging planning as a route to freedom
and choice
• Picking off the lowest hanging fruit
• Finding the right influencers
• Matching products and services against
audience segments

6. Creating an integrated approach
Do we know who our audience is?
What are the barriers?
What are the incentives / motivators?
Who is already doing this and how are they doing it?
Are we capable?
What will success look like?

7. Be ruthless
Ability to act
High
High potential
and willing
Willing to act Add text
Low
Low potential
and unwilling
Low

8. Using the right channels
Those you own,
those you
share,
those you don’t
Those you like,
those you hate,
those you don’t
understand

9. Any questions?
Contact Peter:
0207 403 2230
Peter [@] forster.co.uk