Below is a template for planning digital policy engagement and digital communication campaigns and activity.
Note: this is a template to plan digital activity. It should be used alongside policy engagement or communications strategy, not replace them.
Plans should be short (no longer than the below template) and very clear about activity (what we are actually going to do) and evaluation (how we will understand the impact of our work).
Context
[A couple of lines on the policy context. Why are we doing this? What are the policy objectives? Who are the key people involved?]
Example: X policy team are working towards X long term policy objective. DH want to achieve x by x. The key players are x and x. The people involved in delivering this strategy are x.
Objectives
[Specific digital objectives - should relate to wider policy/comms objectives, but focus on what we want to achieve online]
Example:
- Generate new ideas for x in order to achieve y
- Engage x stakeholders in order to y
- Generate positive online coverage of x in order to demonstrate y
Secondary objective:
- Enhance legacy web content on x.
Target audience
[Primary, secondary and tertiary audiences]
Example:
Primary audience: niche community
Secondary audience: Those influenced by niche community
Tertiary audience: UK public
Activity
[Tools and techniques]
Example:
- Audience:
- Objective:
- Activity/tool:
- Detail:
Repeat to fade
Evaluation
[Performance indicators for the objectives]
Example:
Objective: Generate new ideas for x.
- KPI 1: x comments by x
- KPI 2: x ideas make it into the policy process