NPS Awareness Campaign -
Tips for Developing a Successful Outreach Campaign
Begin your request for proposal (RFP) at least one year ahead of when you would like to see things hit the general public.
Know what you want to accomplish up front – your goal should be very narrowly focused. For example, "Raise awareness about NPS issues" is TOO broad. Instead, "Increase by 50% the number of people implementing erosion and sediment control best management practices in Maine within 3 years."
Don't go in with an idea of what tool you will be using… such as we need a pamphlet. Instead say – who is my audience, what do I want them to know, what do I want them to do? Now what is the tool to do this?
You and fellow staff members are too close to the issue. It is next to impossible to get agreement on a logo within agency staff. You need outside advice. Look to the focus groups/target audience to tell you which materials (logo, flyer, advertisement etc.) sends the clearest message to THEM. Also, find out if the materials resonate and move them to take action on the issue.
Conduct before and after surveys or some form of assessment. You need to know if you were effective.
You and fellow staff are most effective as reviewers and suppliers of scientifically accurate data and statements.
Don't count on free PSAs to be aired. There are many, many important issues using PSAs (breast cancer, boating safety, free gun locks, healthy nutrition for children, etc). You will be competing with all of these for airtime. Plan in your budget to buy time and, as a nonprofit, ask for bonus time.
