Content strategy is the long game – the consistent presence that builds recognition and trust over time. it’s a long slog, but worthwhile especially considering most of your competitors won’t have the endurance for it. Consider, would things be different for you today if you had started this process two years ago? Those two years would’ve been made up of multiple campaigns.

Campaigns are the short game – concentrated bursts of coordinated activity designed to achieve a specific outcome in a defined timeframe.

You need both. Building the long game with consecutive campaigns. 

What a campaign is

A campaign is a time-limited, coordinated set of communications activities working toward a single specific objective.

Examples in the disability sector:

• A 4-week vacancy campaign targeting families in a specific area
• A recruitment campaign to hire support workers
• A fundraising campaign for a specific program or activity
• A launch campaign for a new service

The campaign structure

Phase 1: Awareness (Week 1) Build reach and recognition before you make the ask. Seed the message. Warm the audience.

Phase 2: Consideration (Weeks 2-3) Deepen engagement. Social proof, testimonials, more detail, questions answered.

Phase 3: Conversion (Week 3-4) Make the ask directly and repeatedly. Create urgency. Remove barriers. Make the next step obvious.

Phase 4: Follow-up Thank the responders. Re-engage the non-responders. Capture what you learned.

Exercise

Using your live brief from Module 1, build a 4-week campaign structure. Define the objective, the audience, the message, the phase plan, and how you’ll measure success.