Development Process
Are you planning an outreach campaign? Check out the comprehensive process – or some of its elements – that Outreach Extensions often uses to design its customized campaigns. The National Legacy Outreach Campaign serves as a great example of how Outreach Extensions develops a campaign.
- Identify/prioritize core themes and issues
- Determine production capacity and priorities (e.g., advisory board, funding, broadcaster)
- Assess outreach capacity (e.g., outreach consultant, presenting station with outreach department, budget)
- Identify Web host and ascertain site capacity (e.g., videostreaming, interactive elements)
- Brainstorm innovative outreach components
- Ascertain and negotiate media assets with producer (e.g., short form of documentary for community use, vignettes or video shorts, executive video for policy-makers)
- Conceptualize delivery of outreach and production content across multiple platforms; (e.g., video, Web, on-the-ground community engagement, viral distribution)
- Identify/recruit/assess community partners; determine lead partner, if appropriate
- Ascertain community needs and service gaps
- Define campaign objectives/outcomes
- Identify key audiences
- Develop pathways to reach key audiences
- Collaborate with partners to define components and deliverables
- Reach agreements with partners on roles and responsibilities; define expectations
- Finalize outreach strategy
- Establish campaign management infrastructure
- Assemble campaign advisory council
- Write proposal(s); customize for funders
- Determine if external evaluator is needed; contract with evaluator; integrate evaluation as part of proposal
- Develop fundraising plan; seek funds; negotiate with funders
- Finalize campaign components, deliverables, and budget; continue fundraising as needed
- Maintain communications with stakeholders
- Design and produce innovative campaign tools and materials customized to serve various audiences and multiplatform distribution channels
- Collaborate with the Web designer to add outreach content and interactive elements to Web site
- Conduct campaign activities as scheduled; provide technical assistance and follow-up
- Strategize with partners on new opportunities
- Interconnect partner activities
- Capitalize on unforeseen opportunities
- Build multiplatform structures and distribute customized/ customizable content across platforms
- Incorporate new alliances
- Engage documentary subjects in outreach
- Build model prototypes
- Design and manage station grants program; create Station Outreach Toolkit including application and report form; recruit, select, fund, and provide technical assistance to grantees
- Maintain project oversight and write reports
- Establish/maintain network relationships
- Establish/maintain station relationships
- Coordinate outreach with promotion and advertising
- Coordinate outreach with station relations
- Coordinate outreach with educational distributor
- Partner with producer for film festivals
- Identify and analyze outcomes throughout implementation phases
- Provide contact information to evaluator
- Collect and analyze partner reports
- Collect and analyze station grant reports
- Analyze and report on outreach and partnership processes and outcomes
- Consult with evaluator on additional needs/final activities and outcomes
- Submit outreach and evaluation reports to funders