Effective Strategic Campaign Development
Creating effective strategies requires good information. Research direct and indirect targets, identify industry sectors, and understand publicly traded, private, non-profit, and government entities. Recognize decision-makers and industry trends for successful campaigns.
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Presentation Transcript
ITF: Developing strategic campaigns Campaign tools
Good information is critical to creating effective strategies ITF: DEVELOPING STRATEGIC CAMPAIGNS 2
Research indirect targets Do not just look for information on the direct target Research each of the key relationships (indirect targets) and their key relationships ITF: DEVELOPING STRATEGIC CAMPAIGNS 3
Getting started 1. Identify the name of the target and the industry or sector 2. Identify if they are: For profit, publicly traded on a stock exchange For profit, privately owned Public sector employer or government Not for profit ITF: DEVELOPING STRATEGIC CAMPAIGNS 4
Name of the employer or decision maker Employers may hide their ownership structures Look for the entity that has the power to make the decision about your demands ITF: DEVELOPING STRATEGIC CAMPAIGNS 5
Industry or sector A company can be active in many sectors. Find out which is most profitable Look for future trends and competition within the sector ITF: DEVELOPING STRATEGIC CAMPAIGNS 6
Publically traded companies Havecommon stock that is sold to the public through one of the stock markets Tokyo Stock Exchange (TSE) New York Stock Exchange (NYSE) Annual reports include an overview of the company operations, finances, legal liabilities and challenges. ITF: DEVELOPING STRATEGIC CAMPAIGNS 7
Private and non-profit Shares of a private company are held by a smaller group (often the company s management) or by a family. Non-profit organisations file tax reports and sometimes publish annual reports. ITF: DEVELOPING STRATEGIC CAMPAIGNS 8
Government With a government or public sector target, you might want information about: who is elected and when past elections and projections for future elections Key or vulnerable elected officials companies interested in privatisation ITF: DEVELOPING STRATEGIC CAMPAIGNS 9
Look for large public events Opportunities to leaflet, disrupt or engage your target: Sporting or cultural events Markets / shopping / convention centres Industry trade shows Company events Large groups of potential customers or service users Shareholders meetings ITF: DEVELOPING STRATEGIC CAMPAIGNS 10
Where to look? Ask the employer Ask workers, unions and the ITF Internet Libraries and universities ITF: DEVELOPING STRATEGIC CAMPAIGNS 11
Research committee Are there workers in your union who enjoy seeking out information? Divide the various targets among committee members. ITF: DEVELOPING STRATEGIC CAMPAIGNS 12
Activity: Creating a research plan Aim: To create a research plan Tasks: Select a facilitator and timekeeper Select the target(s) you will be researching Prioritise the 1-3 key relationships and the most important relationships of each relationship. Divide the work. If you do have access to the internet: Search for key information about your target(s). Discuss and review what you have found. If you do not have access to the internet: Discuss and review any available information or documents. ITF: DEVELOPING STRATEGIC CAMPAIGNS 13
Using these 7 key research questions as a guide, plan how you will obtain information for each target. 1. Who are the key inside players and who owns and runs it? 2. Who suffers because of the workplace and social justice problems and who cares? 3. Who are the key outside relationships? (e.g. customers) 4. What is the financial condition? 5. What is the business strategy? ITF: DEVELOPING STRATEGIC CAMPAIGNS 14
6. What are the challenges and prospects for the target and for this segment of the industry? 7. Are there production, operational or supply-chain bottlenecks? ITF: DEVELOPING STRATEGIC CAMPAIGNS 15
