PRL 325 Campaign Planning and Execution

In my Campaign Management class, my team worked on a project for the non-profit client, Action on Smoking and Health, or ASH. We examined previous research on the client, and combined with our own findings, to made suggestions on how the non-profit can change its communications strategy to increase awareness and support. This project showcases our suggestions and plan for implementation.

My primary focus on this project was the Situation Analysis, Swot Analysis and Target Audience Development. I then used these analyses to develop an implementation plan. Every objective needed to be measurable, so I used my interest in analytics to create a plan to measure the quantitative success of each step we took. We included the use of media intelligence software like Meltwater and Hootsuite.

ASH Campaign Planning and Execution Book