The "Smart Chart" is a strategic communication-planning tool that applies the practical approach to developing communication initiatives (informational, citizen-oriented, advocacy, etc.) by going through all the choices that need to be made in order to prepare a successful plan. The Chart consists of six tables/diagrams that mark the main steps in creating a communication campaign/strategy and guarantee a good result if the relevant information is filled in correctly. The Chart covers the necessary elements for independently developing your own communication plan, including setting goals, defining target audiences, creating effective messages, choosing the best tactics to reach target audiences, establishing measures to measure success. The course is taught by a coach who has undergone specialized training in the method organized by the Bill and Melinda Gates Foundation in New York City, USA.

The aim of the program is to increase the communication efficiency of various institutions and organizations. The training methods are interactive, practical, with the character of a campaign-planning workshop. The main focus is on the "learning by doing" approach (in the context of the training, participants can easily plan a real campaign for their institution). Short introductory presentations, individual and group work on specific tasks, control questions and tests, discussions of the results of the tasks are used in the process.

LEARNING OUTCOMES

At the end of the program, participants will be able to:

• Define strategic and operational goals of campaigns of their interest;
• Identify the different target audiences on whom it depends whether the campaign's goals will be achieved;
• Make an internal and external review of the context in which the campaign is carried out and determine the starting point from which the intervention starts;
• Make an analysis for the interested parties;
• Make all necessary strategic choices for the respective campaign;
• Develop key messages of their campaigns using "The Message Box" technology;
• Coordinate the tactics of the action plan;
• Measure progress towards the realization of the campaign goal;
• Do a reality check on the components of their plan.
• Have the structure of a real campaign ready, which they could initiate.

LANGUAGE

The course will be entirely delivered in English.

REGISTRATION

Please, enroll here. A minimum of six participants is required for a course. 

PROGRAMME

Activities include and 6 days face to face training in Sofia, Bulgaria, including two 90-minute sessions per day.

COURSE

Day 0

Arrival of participants.

DAY 1 

Session 1) Definitions for advocacy and lobbying. The general formula for a successful campaign. Key elements of a public campaign: cause, interest, dialogue, publicity, change. Choosing a campaign topic.

Session 2) Step 1. Basic decisions about the program: (long-term/ultimate goal; specific objectives; subject of decision/decision–maker(s): on whom exactly it depends whether the goals of the campaign will be realized).

DAY 2

Session 3) Step 2. The context: internal and external review, "assets" and challenges, positioning of the campaign-maker.

Session 4) Step 3. Strategic choices: target audience (who needs to be reached to achieve the goal), readiness (of the audience to accept the message), key concerns (what attracts / retains them).

DAY 3

Session 5) Step 3. Strategic choices (continuation): stakeholder analysis: ++ champions (++); allies (+); neutral observers (0); passive opponents (-); active opponents (--).

Session 6) Step 3. Strategic choices (continuation): theme (how to grab their attention), message(s), messenger/ambassador.

DAY 4

Session 7) How to make powerful messages? Message box. Message structure:  Base Values -> Anxiety/Barrier(s)-> Ask/Specific Request -> Echo Vision. 

Session 8) Step 4. Communication activities: tactics, time coordination, tasks/responsibilities, budget.

DAY 5

Session 9) Step 5. Measuring success: products, results.

Session 10) Step 6. Reality check (of the main elements and their connectivity).

DAY 6

Session 11) Communication in a situation of opposition or apathy: they for us, they for themselves, we for us, we for them.

Session 12) Feedback and evaluation session. 

DAY 7

Departure of participants.