Keeping a ‘Campaign Promotion Journal’ is crucial to defining your marketing strategy. If you have to make time to do ANYTHING, make it this.
When writing up your journal, you have to be in the mindset of making connections! Consider who you hope to engage with, and how strategic communication will help build your ‘digital neighbourhood’.
WHO YOU GONNA CALL?
Detailing exactly who you’re going to approach for funding and support is a very important task. These are the people you need to chat to:
1. Target Audience
- Pin point people that will appreciate what you’re doing. Try be as specific as possible in grouping them by characteristics.
- Give each group a name and explain why that group appreciates your campaign.
2. Campaign Cronies
- Many hands make light work. Get a group of your best people together that are dedicated to the success of your campaign to help spread the word and to be your ‘brains trust’.
- Ask them to commit to backing your campaign as it launches – and estimate that contribution.
- Also, write down which network they are able to tap into best.
- List 10.
3. Early Supporters
- So they’re not your best buds, but they will know who you are if you give them a call. Make sure to secure these 2nd level supporters and ask them to contribute.
- Again, estimate their collective contribution.
- State their name, contact details, contribution amount and how you plan on contacting them.
- List 20.
4. Organization Promoters
- Established organizations have rapport and connections! Approach organizations that can help you reach your target market and that will feel a benefit from being associated with your campaign.
- When approaching them, be sure to provide them with some form of value for adopting | promoting your organization – there’s no such thing as a free lunch. Also, if you know someone that works there you should contact them as your ‘in’.
- List 20.
When approaching these various groups, make sure to create template approach messages | emails for each group. This makes it easy to throw in a name and change some group specific information in each message, without having to create a whole new one every time.
Approaching the media is all about identifying those outlets that will see your campaign as quality content for their viewership. Approach them individually, not with bulk mail, and customize your introduction to their unique services.
1. Local Media Influencers
- Make a list of at least 10 LOCAL newspapers, radio stations or online publications that you aim to approach and be promoted on.
2. National Media Game-Changers
- Make a list of at least 10 NATIONAL newspapers, radio stations or online publications that you aim to approach and be promoted on.
3. Big Time Bloggers
- Research ‘Bloggers’ that you think would like to shout out about your campaign.
- Don’t be alarmed if they request some remuneration for writing up a post on your campaign. This is an industry norm, that you might need to weight up the pro’s and con’s of ROI.
4. Terrific Tweeters
- Track down influencial people in the ‘Twittersphere’ and get them to write the 140 characters on your campaign.
- Mention them in a tweet on the lines of : “Hey @TerrificTweeter, have you seen our #crowdfunding campaign doing X? You’d dig it! If so, let’s DM? >>> thundafund.com/URL”
For each of these organizations | people make sure to write down these points:
- Why they’d be interested in your campaign.
- Contact Information
- How you’re going to contact them.
- The date you’re going to contact them.
By creating the ‘Campaign Promotion Journal’ you’ll be sure that your contacting everybody that’s anybody – leaving you with the peace of mind that you’re doing what needs to be done.