STRATEGY ITF: Developing strategic campaigns

Transcript:STRATEGY ITF: Developing strategic campaigns:
STRATEGY ITF: Developing strategic campaigns Module Seven What is a strategy? ITF: DEVELOPING STRATEGIC CAMPAIGNS 2 The overall plan for how to win a campaign List of strategy types ITF: DEVELOPING STRATEGIC CAMPAIGNS 3 Worker / Union strategy Customer / Service user strategy Media strategy Public / Civil society strategy Other companies in same industry or market strategy Parent / Subsidiary strategy Owner / Shareholder strategy Management executive / Director strategy Financial institution strategy Government / Regulatory strategy Political strategy Supplier / Donor / Subcontractor / Vendor strategy Diagram of employer relationships Identifying the strategy Good strategies are based on good information The vulnerabilities of the targets drive the strategy ITF: DEVELOPING STRATEGIC CAMPAIGNS 4 LAN Peru aviation mechanics – campaign strategy ITF: DEVELOPING STRATEGIC CAMPAIGNS 5 Worker/ Union strategy Customer/Passenger strategy Strategy ITF: DEVELOPING STRATEGIC CAMPAIGNS 6 Overall plan to win the campaign Tactics Individual elements of a strategy Specific activities, usually collective Have a date and location ITF: DEVELOPING STRATEGIC CAMPAIGNS Thinking tactically – not strategically Not looking at what will best impact the target Instead focusing on familiar tactics 7 Strategy First choose the strategy which will have the most impact on the target Then plan your tactics Stay within your chosen strategy until you make the maximum impact ITF: DEVELOPING STRATEGIC CAMPAIGNS 8 Don’t get stuck with a strategy simply because it is familiar The strengths and vulnerabilities of your target should drive the strategy ITF: DEVELOPING STRATEGIC CAMPAIGNS 9 ITF: DEVELOPING STRATEGIC CAMPAIGNS 10 All union campaigns use a worker strategy ITF: DEVELOPING STRATEGIC CAMPAIGNS 11 ITF: DEVELOPING STRATEGIC CAMPAIGNS 12 ITF: DEVELOPING STRATEGIC CAMPAIGNS 13 ITF: DEVELOPING STRATEGIC CAMPAIGNS 14 ITF: DEVELOPING STRATEGIC CAMPAIGNS 15 ITF: DEVELOPING STRATEGIC CAMPAIGNS 16 ITF: DEVELOPING STRATEGIC CAMPAIGNS 17 ITF: DEVELOPING STRATEGIC CAMPAIGNS 18 Activity: Choosing your strategy Aim: Decide your campaign strategy Tasks: Select a facilitator and timekeeper Review your diagram of employer relationships. Decide which 1-3 strategy types will create the most impact on your direct and indirect targets. Think from the employer’s perspective. Make sure that you include a worker strategy. ITF: DEVELOPING STRATEGIC CAMPAIGNS 19