Highlights
Develop a dissemination strategy that is appropriate for your campaign. Collaborating with organizations or people working towards similar goals can expand the capabilities and reach of your campaign.
Building a dissemination strategy
The next step is to develop a dissemination strategy that is appropriate for the campaign. Insights gathered during Steps 3 and 4 can provide ideas for tailoring your dissemination strategy to your audience. Exercise 10 in the Brainstorm Book will help you think about all the potential places to reach your campaign audience. Start with the communication platforms your audience prefers or uses most. Consider the following questions:
- What are potential advantages of using this dissemination platform?
- What are potential disadvantages of and/or barriers to using this dissemination platform?
- Is the content's format and tone of campaign messaging appropriate for this dissemination channel?
- Who else often interacts with this platform other than your campaign audience? How might they perceive the campaign messaging?
Funding will have an influence on your strategy. Review Appendix III to consider different campaign approaches that vary by cost. When working with a lower amount of available funding, consider the following questions:
- Are there relevant events, holidays, or other milestones that your campaign could coordinate with to extend reach and impact?
- Does your organization have the capacity to:
- Adequately manage social media messaging
- Engage with the audience
- Monitor feedback if you choose to use free social media strategies
- Adequately manage social media messaging
- Are there organizations currently working toward similar goals with whom you can partner?
How partners can support campaign dissemination
Collaborating with organizations or people working towards similar goals can expand the capabilities and reach of your campaign. Partnering is a two-way street. Consider what you can bring to the relationship such as data, knowledge-sharing, best practices, and lessons learned. You can also evaluate together what dissemination strategies have been effective for each of you by:
- Sharing analytics
- Conducting campaign performance joint assessments
- Providing constructive feedback to each other to improve future efforts
Collaborative campaigns can amplify messages and reach a wider audience. Social media campaigns are a great example of a campaign where collaboration can enhance audience reach. Engaging in a social media campaign partnership can involve:
- Co-creating content
- Using shared hashtags
- Cross-promoting each other's content
- Hosting joint events