The following table summarises the Catalyst Activity Matrix. This matrix (or movement blueprint) is not meant to line up specifically with the core elements of the CATALYST Engagement System (refer to chapter 9). Rather, the elements provide an overarching governance for the system and are designed as thought-starters or ‘prompts’ to aid the cycle of connection, initiation and transference. As your organisation constantly focuses on the core elements of positioning, performance and partnership, the ripple behind your brand and business is continuously building support and inspiring action. This means your organisation will flow through various points on the activity matrix as it evolves.
CATALYSE |
7. AMPLIFY Make stories and actions publishable, visible, searchable |
8. BECOME GO-TO SOURCE Hub for information and inspiration |
9. CREATE GROUNDSWELL Share with peers and community |
MOBILISE |
4. OUTREACH Sequence of low- & high- involvement ASKs |
5. LEVEL UP Inspire self-ownership and advocacy |
6. DEEPEN INVOLVEMENT Co-create and innovate |
ENERGISE |
1. ESTABLISH LEADERSHIP Create awareness of a universal value |
2. SHOW EXAMPLES OF ‘NORMING’ Show what to do and how to do it |
3. RECRUIT Initiate first followers |
| CONNECTION ➪ | INITIATION ➪ | TRANSFERENCE ➪ |
You can use the following template to plan out your communications strategy as you co-create ripples that sustain your brand and business, while always remembering the ‘big goal’ at the heart of each step in the plan.
| Purpose | State the big goal (what you hope to achieve or change) |
| Target | Define audience (be specific) |
| Action | List primary and secondary ASKs (include varying degrees of involvement, from low to high) |
| Instead of | The status quo (ignoring the problem, doing things the hard way), state what this is |
| By telling them | Key benefits of the purpose (what and why it’s important) |
| Because | Describe how getting involved can make a difference |
| Brought to you by | Origin: Show history to imbue trust — that is, the origin of the new brand, enterprise or movement, why it exists and what it aims to achieve. Communications tone: Define how it will speak and act (and how it will inspire commitment and ripples of aligned activity). |
| How | A dynamic program that comes to life; state:
|
| Where | Grassroots, local communities, industry, in the workplace (think local, act global) |
| Measurement | Awareness Knowledge, relevance and engagement Behaviour change and advocacy Operational metrics Success metrics |
| Timing | Estimate time to establish ripple leadership, including ambassadors, first followers, and co-creation with your wider community of stakeholders (test/fail/learn/adapt) |