Development Process

Are you planning an outreach campaign? Check out the comprehensive process – or some of its elements – that Outreach Extensions often uses to design its customized campaigns. The National Legacy Outreach Campaign serves as a great example of how Outreach Extensions develops a campaign.

  • Identify/prioritize core themes and issues
  • Determine production capacity and priorities (e.g., advisory board, funding, broadcaster)
  • Assess outreach capacity (e.g., outreach consultant, presenting station with outreach department, budget)
  • Identify Web host and ascertain site capacity (e.g., videostreaming, interactive elements)
  • Brainstorm innovative outreach components
  • Ascertain and negotiate media assets with producer (e.g., short form of documentary for community use, vignettes or video shorts, executive video for policy-makers)
  • Conceptualize delivery of outreach and production content across multiple platforms; (e.g., video, Web, on-the-ground community engagement, viral distribution)
  • Identify/recruit/assess community partners; determine lead partner, if appropriate
  • Ascertain community needs and service gaps
  • Define campaign objectives/outcomes
  • Identify key audiences
  • Develop pathways to reach key audiences
  • Collaborate with partners to define components and deliverables
  • Reach agreements with partners on roles and responsibilities; define expectations
  • Finalize outreach strategy
  • Establish campaign management infrastructure
  • Assemble campaign advisory council
  • Write proposal(s); customize for funders
  • Determine if external evaluator is needed; contract with evaluator; integrate evaluation as part of proposal
  • Develop fundraising plan; seek funds; negotiate with funders
  • Finalize campaign components, deliverables, and budget; continue fundraising as needed
  • Maintain communications with stakeholders
  • Design and produce innovative campaign tools and materials customized to serve various audiences and multiplatform distribution channels
  • Collaborate with the Web designer to add outreach content and interactive elements to Web site
  • Conduct campaign activities as scheduled; provide technical assistance and follow-up
  • Strategize with partners on new opportunities
  • Interconnect partner activities
  • Capitalize on unforeseen opportunities
  • Build multiplatform structures and distribute customized/ customizable content across platforms
  • Incorporate new alliances
  • Engage documentary subjects in outreach
  • Build model prototypes
  • Design and manage station grants program; create Station Outreach Toolkit including application and report form; recruit, select, fund, and provide technical assistance to grantees
  • Maintain project oversight and write reports
  • Establish/maintain network relationships
  • Establish/maintain station relationships
  • Coordinate outreach with promotion and advertising
  • Coordinate outreach with station relations
  • Coordinate outreach with educational distributor
  • Partner with producer for film festivals
  • Identify and analyze outcomes throughout implementation phases
  • Provide contact information to evaluator
  • Collect and analyze partner reports
  • Collect and analyze station grant reports
  • Analyze and report on outreach and partnership processes and outcomes
  • Consult with evaluator on additional needs/final activities and outcomes
  • Submit outreach and evaluation reports to funders