Guide to campaign planning

Use the OASIS Campaign Guide to help deliver world class government communications.

The guide is designed to help all government communications professionals regardless of discipline, department or grade, deliver their campaign. It links to resources to help you understand your audiences better. It outlines the five steps you need to create a campaign using OASIS:

  1. Objectives
  2. Audience/Insight
  3. Strategy/Ideas
  4. Implementation
  5. Scoring/Evaluation

A guide to campaign planning – OASIS framework (PDF 136KB 2 pages)

You can use the 8 pages OASIS template.

In addition, the Campaign planning with the OASIS framework (PDF 1 page) provides helpful tips to remember when creating a campaign:

  • Objectives: SMART (Specific, Measurable, Attainable, Relevant, Time bound)
  • Audience/Insight: BUILD, segment audience, public interested bodies (PIDs)
  • Strategy/Ideas (customer journey mapping and content, vision and aim)
  • Implementation: focus on CARE (Content, Amplifying message, Reasons to share, Emotional appeal), behaviour change EAST (Easy, Attractive, Social, Timely) and DORIAN (Direct, Online, Regional, Influencers, Antagonists, News) comms tactics
  • Scoring/Evaluation: 3 Os of output (Outputs, Outtakes, Outcomes) and 7 drivers of reputation

Watch Setting objectives with OASIS (15 minutes video).

We want the campaign planning guide to be a ‘living’ document, so let us know if you have other tools you use in your department or examples of great campaigns so we can share them across the network.

Read the case studies showing world class GCS campaigns.