Developmental Model for a Campaign

 

          
          I. Planning
          	A. Goal Setting
          	B. Audience Analysis (targeting the campaign)
          	C. Situational Analysis
          	D. Research and Development
          	E. Basic Strategy
          
          II. Mobilization
          	A. Personnel
          	B. Material
          	C. Communication
          
          III. Legitimation
          	A. Position
          	B. Endorsement
          
          IV. Promotion
          	A. Identity: symbols, labels, slogans
          	B. Credibility: research and timing
          	C. Case Building: for participants, the general public, and opinion leaders
          
          V. Activation
          	A. Detailed Action Plan
          	B. Preliminary Commitments
          	C. Follow Through
          	D. Evaluation of Entire Campaign
       


Lloyd Rohler rohlerl@uncwil.edu