In this section, we present you the steps to proceed in planning a campaign.
Imagine you are planning a campaign to promote the Eures services for the members of your organisation and newcomers. You are preparing the campaign in collaboration with some members of your organisation and with one of the Eures reference people in your area. You also got in contact with one person who personally experienced the services Eures offer to young people. You are going to organise an event for all the members of your organisations and two labs for people who are going to deepen the services and submit an application to the EURES services.
In Unit 3 of this Module, we presented you a simple list of elements to evaluate in designing a promotional campaign of your projects and activities.
Let’s revise these elements and work on them:
- goals and target groups
- strategy and content
- indicative budget
- the staff members responsible
- indication of how the activities are evaluated.
Goals and target groups
Our goal is the promotion of the Eures services and our target is represented by the members of your organisation.
According to the previous listed points you must now choose the communication tools and the channels you are going to use in promoting your campaign.
Strategy and content
When we define a communication strategy we are simply fixing how to get our goals and reach our targets. In previous lessons, we suggest you to use the 5 W’s model (Who, What, When, Where and Why) + How. Now we are re-proposing the same model here.
Let’s work on it.
- Who are we talking to? Members of our organisation, in particular people who have finished school and are willing to enter the labour market.
- What are we going to communicate? We’re going to inform them on the services EURES offers to young people
- When are we going to release our message? We’re going to work on a six months period (just as an example)
- Where are our targets located? The members of our organisations are mainly located in our city but a percentage of them (20%) lives and in the surrounding.
- Why is our message relevant? By the context analysis you know that few people in our area refer to the EURES offices to look for a job opportunity and you know that the young unemployment rate in our area is quite high.
- How are we going to inform people about our campaign? What are the channels we’ll use? What are the tools? According to the previous listed points you must now choose the communication tools and the channels you are going to use in promoting your campaign.
