7.02 How to set up a Community campaign

The Community team works a lot with ‘campaigns’: these are events that last longer than just a one-time publication (for example FESTEN or FAT100). The Community team thinks of these concepts with the whole team. Once the general idea has been set, the Producers will become in the lead.

To start everything else, Producers will need to deliver the following 3 files. These should always be saved at the same place: in our shared Google Drive in the ‘Projects’ folder. You can make a new folder for each campaign.

1. The Campaign Concept.

In which the concept is clearly written down. It should answer the questions: Why, What, Where, Who, When and How are we going to do? It should make quick mention of the campaign planning (for example: 10 days of voting) and it should also provide a title, tagline and ‘general texts’. These are streamlined and optimized texts that can and should be used when there is communication about this event. So that it is the same everywhere.

2. The Campaign Plan

An extensive list of all the to do’s that need to be done from the early preparation all the way to the finishing thank you note. Every to do should have someone responsible for it and a deadline. The Campaign Plan exists of asks from a Technical perspective, Marketing perspective and Content perspective (Content Plan), among others. Producers are ultimately responsible for guarding the Campain Plan’s deadlines. The Campaign Plan is never set in stone: it can and will be edited during the Campaign.

3. The Campaign Design Package

Every campaign will need its own visuals and these always exist out of the same things. A standard package will be made for every event. This exists of the following things (sometimes not everyone of them is necessary, for example not every event needs its own ‘logo’). This can be requested at the Design team but make sure to brief them properly.

• Logo (1000 x 1000)
• Social post (1000 x 1000): with the title and tagline
• Facebook header: with the title and tagline
• Website featured image (1920 x 1080): will be used with articles, doesn’t need any text on it
• Website banner (728 x 90): with title and call to action button, will be used as advertisement on the website
• Instagram story bumper (1080 x 1920): to start every story about this subject, so needs the title and tagline

Examples of these files can be found in the ‘Het Beste Festivalverhaal’ folder on Google Drive.

Execute the Campaign Plan

Once the above 3 files have been made, it is time to start executing the Campaign Plan. The Community Managers can start writing the necessary articles and the Marketing team can now be involved. More on the division of tasks between the Community and Marketing team can be found in the next chapter.

Producers in the lead

Having made the Campaign Plan, Producers are always in the lead when it comes to campaigns. They should have the ultimate overview of what is happening and which team is doing what. They should also be aware of the things other teams are doing. For example, some of the articles will be written by the News Team or some tasks are done by the Marketing Team. That doesn’t mean Producers should just ‘let it go’: they should check in regularly with the right contact person (this will probably be the ‘Head’ of that team) and see if deadlines are being met and are still realistic.

Of course they will be supported by the Head of Community.