Campaigns

Using The Campaigner System

The Campaigner system is designed to facilitate every aspect of a campaign from beginning to end for everyone involved.

The standardization of the processes involved helps people transfer skills and accelerate their efforts by giving an exhilarating sensation of mass momentum.

Creating a Community Campaign

Community media campaigns revolve around a set of materials and instructions that get would-be activists started.

Activist Photo Gallery

Most campaigns have an activist photo gallery where participants send in their photos showing creative ways they're spreading the message. Pictures show the diversity of locations people can put materials and inspire other activists to do the same or do something innovative and take pictures.

Send in your photos

Media Campaigns

Campaigners create multiple forms of media all spreading the same core message that combine to reach a larger audience than any one medium could by itself.

For Example: Advertising a Web Site

For example, you have a political web site and you want more visitors. You create a banner ad campaign to attract visitors from the wider Net.

Message

The animated banner contains a taste of the web site’s more detailed message, so that even if the viewer doesn’t click on the detailed site, they will get the general idea.

Your impact goal is to get people to visit your site, so your message emphasizes the idea of Clicking to make the viewer click through to the advertised web site.

Medium Properties

Banner ads are unpopular with many people so only a small percentage will respond by clicking. They are also tiny which limits the use of knowledge and complex ideas.

Creation

To create a banner you take a Graphic Design skill chance and succeed.

Medium Broadcasting

Once the banner or banners are finished, they are placed onto the banner network which reaches a broad range of small web sites. The question is, how many people will the banners reach and which audiences are targeted.

Reach

Suppose the banner network gives you views equal to the views of your web site which bears the network’s other ads on it. So for a given month, you know that 30,000 people visited your site, which would earn you 30,000 views of your ad on other sites.

Now you know that your banner can reach a percentage of that audience. What percentage of that audience is likeley to click on any given ad? That depends on how your message plays with your audience.

Audience

The audience reached by banner ads depends on the kinds of sites the ad network reaches, but the overall audience will share many characteristics. You target your ad at the political category of web sites the ad network allows you to specify. Your audience will be politically minded computer users with time to browse the web and hence time to help with your issue.

Impact

50% of 30,000 people saw your ad. 25% were influenced by your message issues. 2% clicked your ad and viewed your site. That’s a new audience of 1,500 people reached! What happens next depends on the ideas, messages and media on your web site. If it is well designed, it can turn visitors into supportive activists in their own right. The banner and web site form a multmedia campaign.

Glossing Over Multiple Media Campaigns

Sometimes it is undesirable to simulate every aspect of a media campaign in detail and it is more expedient to lump the campaign into a general effect. In the case of large swathes of media, they can be lumped together as an overall campaign. So an Idea that is +50% in people’s minds but has a consistent +8 campaign supporting it will rarely fall below a +40% level at which it is maintained. A counter-campaign has to compete with the +50% entrenchment and the potential counterattacks against the counter-campaign by the maintainers to derail their efforts.

Each medium used for a message operates independently and must be considered individually though it may link up with other mediums. Messages are often slightly modified to suit the mediums’ properties and formats.

Example Campaigns

Spread Empowerment

Spread Empowerment is the campaign to promote universal empowerment by sharing Empower Thyself far and wide.

SpreadFireFox.com

SpreadFireFox is an amazingly enthusiastic, creative and successful community marketing effort covering the whole media spectrum: Community Campaigning, Tabling: Shabuya Tabling, Shirting: Foxytee.com, Discing, Postering, Blogging, Campaign Galleries, Crop Circles, Partnering with Google

TheTruth.com

Truth created a bunch of amusing commercials to expose tobacco-industry deceits: Advertising, Touring, Videoing, Shirting