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60 Chapter 7. Go Create a Campaign! 7. Go Create a Campaign! So now you have read the Playbook and you are familiar with the major building blocks for meeting your DOTâs preservation communications needs. Good! You are ready to craft specific messages: ⢠Get to work on creating a powerful presentation that explains your stateâs infrastructure preservation challenges to internal leadership; ⢠With leadership buy-in, start identifying your high-interest/high- influence audience segments and understanding what makes them tick with a series of interviews; ⢠Map out ideas for preservation messages that use technical foundations to create concise and compelling messages that not only deliver facts but also appeal to the emotions and interests of your most important audience segments; ⢠Create and send your message in surround sound with a brochure, presentations to stakeholders, editorials, press releases, media events, a website, YouTube, a Twitter feed, and a Facebook page; and ⢠Track the effectiveness of your messages using market research self-assessment techniques (See Appendix C). Gaining support for preservation has never been more important, nor more difficult, but if you follow the advice of this Playbook, you can overcome declining trust in government, competing attention for mind space, and a stalled economy to get a message to your stakeholders that shows preservation matters, puts it in their minds as a priority, cultivates a network of preservation supporters, and ultimately orchestrates a call to action.
