3.1.1. Previous analysis

In order to carry out a campaign it is necessary to carry out a previous internal work before defining in detail the tasks to be developed.

Main objective of the campaign

First of all, we must ask ourselves the following question: What objective do I want to achieve with the campaign? Possible answers can be:

• Publicize the participation platform.

• Getting people to register on the web.

• That the citizens carry out a certain action, such as supporting or voting in a process.

Previous planning

Secondly, it is necessary to elaborate a plan for internal use that includes the type of campaign that we would like to carry out in order to know its magnitude. We must include the resources we have, that is, budget available for creativity, impressions, reservation of spaces, logistics, advertising, human resources, deadlines, processing times, etc. besides a list of the materials that we will need.

Working draft

It is highly recommended to prepare a draft of work to deliver to the teams that will develop the campaign and that include:

• General description of the process and reason for carrying out the campaign.

• Brief context through actions and data from previous processes, participation statistics, data from our platform, etc.

• Details about the campaign: main objective, secondary objectives, calls to action, target audience we want to address and duration.

• Materials that will be needed and / or being offered, with an approximate indication of the number of pieces and delivery dates. In this section you must include the graphic identity manual of the institution (including logos and application rules).

Depending on whether or not we have creative staff, we must also contemplate delivering the main message of the campaign and secondary messages, as well as basic information that must appear.

Calls to action

If we are clear that the campaign is linked to a participatory process in our platform, there are very defined actions that must be carried out by the participants: these are the calls to action of the different phases of the campaigns.

In participatory budgeting, calls to action are: present a spending project; support projects and vote projects.

In the citizen proposals: present a citizen proposal.

In a citizen voting: vote on citizen proposals or vote on the proposals of the institution.