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In the world of the public sector, where resources are scarce and demands are high, crafting a campaign can be tough.

But here’s something exciting: The UK’s Government Communications Service (GCS) have developed (The OASIS Framework), a model specifically designed with the public sector in mind, which can help them bring order and clarity to their campaign planning process.

This framework offers a series of well-defined steps that will guide you through the intricate landscape of crafting impactful campaigns.

So What is The OASIS Framework?

The OASIS framework is a strategic tool designed to enhance the precision and effectiveness of campaign planning. It is structured around five key stages:

  • Objectives
  • Audience/Insight
  • Strategy/Ideas
  • Implementation
  • Scoring/Evaluation

Let’s explore each stage in more detail.

a picture of the OASIS-diagram

Objectives (O)

The success of any campaign lies in clear and well-defined objectives. They outline the intended achievements of your communications activities. It’s essential to begin by aligning these objectives with the overarching policy aim. Your communication objectives should not only support the policy aim, but also outline the role that individual activities or channels will play in attaining them.

These objectives should be Specific, Measurable, Achievable, Relevant, and Time-bound (SMART). By following the SMART approach, you lay the foundation for a well-structured and purpose-driven campaign.

Cheat Code: Incorporating the Oasis Framework into your campaign planning can be a transformative journey, made even smoother with the Orlo platform. Our dynamic solutions can aid your organisation in creating compelling content that resonates with your target audience, ensuring that your campaign objectives are effectively communicated.

Audience Insight (A)

Understanding your audience is not just a crucial aspect, it is the very heart and soul of effective communication. The days of adopting a one-size-fits-all approach are long gone. Today’s audience demands personalisation and relevance in their interactions.

Tailoring your communication to specific segments based on audience research and data insights is the key to creating campaigns that truly resonate.

Effective communication relies on understanding your audience deeply. Personalisation is key to engaging modern audiences. Conduct thorough audience research and gather data-driven insights to gain a profound understanding of their needs, preferences, and motivations.

Tip: Orlo’s Insights aligns seamlessly with this step, empowering you to gain valuable insights about your target audience. Orlo leverages the power of AI to cut through the noise and convert vast amounts of data into meaningful, actionable knowledge. Understand your audience’s preferences, pain points, and aspirations with greater clarity, enabling you to refine your campaigns with precision.

In simple terms use Orlo Insights to Listen, Understand and Act!

Crafting the Strategy (S)

A successful campaign rests upon a well-crafted strategy. This strategy functions as the guiding framework that propels your campaign towards its intended destination.

Diversify your communication channels to expand your campaign’s reach while maintaining a consistent and coherent message. Remaining true to your brand identity is essential to building trust, and fostering creativity and authenticity sets your campaign apart from the crowd.

Did you know: Staying consistent and authentic is made easier with Orlo, aligning your strategy with your brand identity. With the convenience of the Orlo Content Calendar, you can ensure consistent engagement, staying connected with your audience at precisely the right moments.

Amplify your most crucial messages by strategically boosting posts to reach your community at the perfect time, maximising their impact.

Putting Plans into Motion: Implementation (I)

Effective implementation bridges the gap between planning and execution. Develop a detailed timeline, assign responsibilities to team members, and allocate resources wisely. Collaboration with influencers and strategic partners can extend your campaign’s reach and impact.

In the public sector, where resources may be limited, consider cost-effective approaches like partnerships and public relations. Stay flexible and adaptable to address challenges and seize opportunities as they arise. A well-executed campaign sets the stage for success.

Struggling with Limited resources? The Orlo Inbox brings together all of your digital conversations, making it easier than ever to support your audience when they need you most. Whether your interactions occur on social media, live chat, WhatsApp, or SMS, the Orlo Inbox empowers you and your team to deliver exceptional customer service without ever leaving the platform.

But that’s not all – complementing your efforts, the Orlo Chatbot steps in to further enhance your customer service capabilities. As demands fluctuate, the Chatbot efficiently handles routine queries, freeing up your team to focus on more complex and personalised interactions. Together with the Orlo Inbox, this dynamic duo ensures you stay in complete command of every dialogue, respond promptly, and offer personalised assistance.

Stay on top of every conversation, respond promptly, and provide personalised assistance to build strong and enduring relationships with your audience.

Scoring and Evaluation (s)

The journey doesn’t end with implementation; it’s an ongoing process of improvement. Continuous learning and evaluation are crucial to refining your campaigns for maximum impact. Measure your campaign’s outcomes against your objectives using both qualitative and quantitative metrics.

Analyse behavioural data and gather feedback from stakeholders to gain valuable insights. Embrace tools and frameworks that align with your objectives and resources. This iterative process empowers you to fine-tune your strategies and optimise the effectiveness of your future campaigns.

With Orlo’s Performance Analytics solution, you can dive deep into your campaign’s performance metrics. Customise powerful reports that provide real-time visibility into how your marketing and customer service efforts are making an impact.

Monitor the metrics that matter most, enabling you to make informed decisions and invest in strategies that yield the best results. Data-driven decisions are your compass, leading you to success.

In Simple Terms :

1. Set clear and specific objectives, linking them with your organisation’s broader mission.
2. Deepen your understanding of your audience through robust research and data-driven insights.
3. Craft a compelling and narrative-driven strategy that aligns content with objectives and the audience journey.
4. Implement campaigns with planning, collaboration, and adaptability.
5. Embrace continuous learning and evaluation to refine and elevate your campaigns.

Wrap it up 🌯

Congratulations! You are now well-equipped with the knowledge and tools to craft impactful campaigns using the Oasis Framework.

Curious to witness how Orlo can revolutionise your campaign planning? Don’t hesitate to book a demo and discover how Orlo can take your communication strategy to new heights.

As Senior Digital Consultant at Orlo, Jack is passionate about helping public sector organisations connect with the citizens they serve by working with them to develop and enhance their digital engagement strategies.