Appendix III: Cost considerations

'Out of pocket' or vendor costs

Step 3: Identify your campaign beneficiary and Step 4: Identify the campaign audience

No or low:

• Scan social media for relevant hashtags
• Scan local news stories
• Follow popular social media influencers
• Key informant interviews
• Attend in-person or virtual community events
• Conduct a social capital assessment
• Look at agency's social media audience insights
• Look at agency's web analytics
• Search Think with Google
• U.S. Census Bureau data
• Monitor Reddit threads

Mid:

• Use real-time social listening tools like Brandwatch or Mention
• Focus groups

High:

• Buy data from surveys like PNStyles
• Collect your own primary data

Step 6: Craft an effective message

No or low:

• Royalty free photography online
• In-house graphic designers

Mid:

• Software like Canva or Adobe Spark
• Key informant interviews
• Image purchasing services such as Getty or iStock
• Online A/B testing services
• Focus groups
• Surveys

High:

• Hire an independent graphic designer or company
• Organize a custom photoshoot

Step 7: Spread your message

No or low:

• Organization's social media
• Existing communication products like e-newsletter
• Community events
• Podcast interviews

Mid:

• Mailing print products
• Distributing posters
• Influencer collaborations
• Audio news release, or a Radio Media Tour
• Email marketing

High:

• TV ads
• Billboards
• Bus or subway ads
• Online paid ads
• Podcast ads

Step 8: Evaluate your campaign

No or low:

• Quantitative process metrics such as: visits to a website, number comments on a social media post, number of people at an event
• Microsoft Excel

Mid:

• Key informant interviews
• Surveys
• Focus groups
• Media monitoring

High:

• Qualitative analysis software
• Independent evaluator