The following is a list of Elements of a campaign I believer we should work with Lentara to try to answer in the coming week, some of the earlier elements we have already intuitively raised with Lentara through our past meetings developing our return brief. The following list fleshes out the last two posts on Strategy. I have not answered the questions raised below as I think these need to be answered as a group and with Lentara’s involvement. Once completed this document could be formatted and produced to provide to Lentara so they have a framework to carry on the campaign with a sustainable momentum after RMITs involvement concludes.

Campaign Focus
‘Cut the issue’ to narrow down bigger picture problems into more manageable parts. Which part of the bigger issue do we intend to work on? It might be useful to frame it as a solution or partial solution. Name the problem, identify issues and justify WHICH ISSUE/s to tackle.Format: 250 words
Tools: Cutting the Issue, Problem-tree analysis

Problem Statement
What social justice is at stake here? Flesh it out. What part of the problem are Lentara/We trying to solve? How does resolving THIS ISSUE address the UNDERLYING problem and ROOT CAUSES?
Format: 250 words
Tools: Problem-Tree Analysis

Campaign Goals
How do we want things to be? If THIS ISSUE is resolved, how will the situation have changed? Goals should be directly linked to the scope. Best to focus on ONE to TWO campaign goals which closely align.
Format: 1-2 Sentences per goal
Tools: Draw from Cutting the Issue & Problem Tree, Revisit Critical-Path Analysis

Situational Analysis
What is the context? What political, economic, cultural or other factors are creating or maintaining the problem? What are the root causes? What factors are likely to help or hinder us in achieving our objectives? (Note here, “the problem” is probably referring to the problem of growing support for Lentara’s Asylum program, more than the problems faced by clients, however the broader cultural and political factors around Asylum are relevant here as they set context). Who benefits from this problem existing? Who would benefit from this problem being resolved? What are other groups doing about this situation?Format: 1 page description
Tools: STEEP Analysis, Force field Analysis, Problem-Tree Analysis, Stakeholder Analysis

Critical Path
What sequence of changes or outcomes will take us from where we are to where we want to be? What assumptions underpin our critical path? What steps can we realistically bring about?
Format: Diagram
Tools: Critical Path Analysis, Movement Action Plan 8 Stages

Organisational Considerations
What organisational considerations do we need to bear in mind? What are our strengths and constraints? What level of priority does the campaign have within the organisation (our studio group and Lentara)? What Resources are available for the campaign?
Format: SWOT
Tools: SWOT, Movement Action Plan

Key Players: Allies, Opponents, Constituents, Targets
Who are the key players? Who are the decision makers? Opponents? Allies? Beyond “The Community” and “The Government” and “RMIT” and “Lentara” into deeper analysis of those we are trying to influence and those who can help us. Identify PRIMARY targets – the people who can give us what we want (perhaps if we want views, likes and shares, we need to find existing social media personalities who support the cause and get them involved in helping spread the content we create. Corporations who have active social media who have supported Uniting Care and Lentara in the past, etc). Identify SECONDARY targets – those who have influence with PRIMARY targets. Who will be key allies in this campaign?
Format: Power Map & Explanatory Notes
Tools: Power Map, Spectrum of Allies, Common Cause Handbook (Analyse value motivations of targets), Revisit Critical Path, Circles of Commitment (Purpose Driven Campaigning), Demographic Analysis.

Objectives
What specific and tangible OUTCOMES do we aim to achieve? Objectives should be strategic, measurable, achievable, realistic and time-specific (SMART). Based on situational analysis (looking at range of issues), critical path (how each issue can be resolved) and organisational considerations (how many issues – again issues within Lentara’s communication and outreach more than general asylum seeker issues – are practicable for us to tackle?)
Format: No more than FOUR objectives PER GOAL
Tools: Revisit critical-path and problem-tree, Draft and then SMARTen Objectives, Force-field analyse each objective

Tactics
HOW will we achieve our objectives? List and detail the tactics required to achieve each campaign objective. Determine which will deliver the greatest impact for the energy and resources we invest. Detailed list of potential campaign tactics to come in following blog post.
Format: Table; timing, objective, tactics, person responsible, resources required.
Tools: Tactics Cards, Movement Action Plan

Communications
What messages do we want to communicate? What key messages will be most appropriate to motivate specific audiences (primary and secondary targets, key allies, constituents, media outlets) to take specific actions (tactics) to support our campaign? Might include 3-4 ‘zingers’ (catch-phrases: e.g. “A Home is More than a House” sort of thing), grabs or headlines, statistics, key facts and ideas for community campaign materials, website and other publications (print, film, audio) – This is where our focus as Comms Media students needs to end up as the brunt of the campaign, however all the preceding Elements will help inform this, this is where we start to focus on tangible output. Tackling this from a Human Centered Design approach all the preceding Elements within this list are part of the Inspiration Phase, better understanding the issue and the people around it, and the Ideation Phase, making sense of everything to identify opportunities, the Communications Element is approaching the Implementation Phase it is, along with aspects of other Elements, the process within which all the others will come to life as a solution for our project/campaign.
Format: Table or 1-2 pages
Tools: Framing (ala George Lakoff), Common Cause Handbook (CCF), Common Cause Communication Guide (CCF), Battle of the Story (The Change Agency), Brainstorm, The Story Canvas (Digital Storytellers), No Cause is an Island (CCF).

Contribution and Community Engagement
How will we engage constituents (Congregation, Clients, Crowd, Community, Core, Committed)? What role will activists, donors, and supportive community members play in the project? How will the strategy build Lentara’s support base? What resources are, and access is, required to effectively engage people? How will this dovetail with other campaign timelines?
Format: 1 Page
Tools: Group Discussion, Critical Path – consider community engagement at each step for each circle of commitment

Success Indicators
What will success look like? How will we know if it’s happening? Don’t emphasise the outputs with are easiest to count, focus instead on outcomes that really matter to our objectives. Success indicators need to be directly linked to objectives and might include:
– Outputs: quantitative results, what will be the results of activities?- Outcomes: Changes brought about by outputs in order to reach objectives.
– Impact: Longer-term results or changes related to overall original goals.
– Indicators: How will the outcomes and impacts be visible/observed?
– Means of verification: How can we prove these changes have occurred?
– Details of how and when the campaign will be revised, and who will be responsible for this.
Format: 1/2-1 Page, table format: objectives and indicators. A few sentences on monitoring plan.

Risks and Contingencies
What are the major risks, issues and obstacles that could impact or impede us from undertaking the tactics and achieving our objectives? Specify Low, Medium, High significance and L, M, H, likelihood. What might contingency plans look like?
Format: Table of Risks and short contingency statement for each.
Tools: Standard Risk Assessment Table, Critical Path, Power Maps.

Timeline
Key dates including internal and external deadlines and events, planned activities, meetings, trigger events, milestones, and delivery/ Include regular evaluation and post-campaign reflection.
Format: Table: date, activities, evaluation dates, who’s responsible.
Tools: GANTT Chart, Simple two-column date-activity table

Campaign Team
Who will be involved, roles, responsibilities
Format: Table

Budget
Estimate and Actual.
Format: Table/Spreadsheet

Long-term Considerations
How will the campaign continue to have impact after our planned work ends? How will we build other groups’ capacity and strengthen Lentara and increase ownership of the campaign in the community? Wht will our exit strategy be if the campaign has not yet achieved our objectives?
Format: 250 words
Tools: Group Discussion, Brainstorming, Client Consultation

Consultation Process
This is almost our starting point to hit the ground running. Who will be actively involved in developing the campaign plan and how? The level of ownership will be considerably improved if we meaningfully involve people who will be involved in the campaign and if the process is transparent.
Format: 1/2 Page