Crafting Activity Lists for Campaigns

Hi, Everyone!

Building on what I said in the “Crafting the Perfect Activity List” posting I made here last week, I’d like to add 10 additional considerations when building an activity list for groups or other campaigns.

13) Know what you’re hunting for before you begin. Group profiles and campaigns are generally developed with a specific motive in mind. Be clear what that objective is before you start crafting activities and scrutinize each activity to ensure that it is revealing the sort of information you want most.

14) Be mindful of the respondent’s current level of understanding. Don’t use terms that the respondent isn’t familiar with, like labels and phrases a student would understand AFTER completing a training program, but not BEFORE.

15) Use the Description feature! Clarity is KEY in a group profile since it is essential that all respondents interpret an activity the same way. Provide as detailed a description as possible to ensure that the respondents know exactly what the activity means.

16) Watch out for “respondent fatigue.” When an activity list is created for a single individual, you can include as many activities as you would like since ALL of them were chosen by or specifically for that client. On the other hand, in a group profile or campaign situation, the activity list was created by an outsider — and that means that each respondent may or may not resonate with each of the activities.  It takes a lot more energy to answer questions about something you may not care all that much about, so to prevent respondent fatigue, keep your activity list tight.

17) Decide if order matters in your list. Sometimes, it’s good to list activities in a natural chronological order or group them according to some criterion. Other times, there’s merit in keeping the list jumbled a bit.

18) Build your activity lists and descriptions in Word. It’s much easier to edit, rearrange and share activity lists if you build them and maintain them as Word documents.  Once you’re happy with the list, just cut and paste them into the online ChangeWorks System.

19) If time allows, have the activity list reviewed by a member of the target group. Obviously, this is a good way to verify that your activity names and descriptions make sense to the respondents and are interpreted in the way you intended.

20) While you’re at it, have the activity list reviewed by your peers. That’s one of many things we do on the ChangeWorks Forum calls, so take full advantage of the opportunity to run your list by other ChangeWorks professionals before you deploy it.  Better to get feedback in advance than constructive criticism after it’s been launched!

21) Use UpGrid verbs in marketing campaigns. Remember that prospects plotting UpGrid are more likely to engage your services, so choose UpGrid situations and language when building activity lists for marketing purposes. This is the ONLY application where we suggest you deliberately attempt to “steer” the respondent’s thoughts.

22) Consider using rejected activities for intake profiles. As you build an activity list for group or campaign purposes, you’ll probably create far more activities than you will end up using. DON’T throw the rejects away — save them for a more in-depth intake profile.

What other suggestions would you make to help others create great activity lists?



One Response to Crafting Activity Lists for Campaigns

  1. Pingback: Crafting the Perfect Activity List «

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