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Putting a plan together

A plan for running your campaign will enable you to keep all necessary steps in your focus.

  • Establish a measurable objective.

- Example: ‘Reduce stress-related illness in call centres by 10% over the next three years.’

  • Focus on specific target audiences.

- Example:personnel managers in larger companies or owners of SMEs.

  • Develop a clear message.

This should be tailored to your target audiences and ideally include recommendations that they can act on.

- Example:, ‘Research has shown that call centres can reduce stress-related illnesses by following three basic steps.’

  • Identify the most suitable media to reach your target audiences.

Should you use advertisements, direct mail, posters, seminars, visits…?

  • Agree a budget.

Include an extra amount, say 10% for unexpected additional costs.

  • Find a good launch date.

Avoid major holiday periods, such as the run-up to Christmas, and try to link your campaign to a topical event or season to give it greater resonance.

  • Evaluate your campaign.

Learn from your experience so you can have a greater impact next time round.