What is the OASIS Framework?

The UK’s Government Communications Service (GCS) originally developed the OASIS framework to plan and execute strategic communications campaigns based on five components: objectives, audience insight, strategy/idea, implementation, and scoring/evaluation.

OASIS Framework	Description	Analysis	Implications	Applications	Examples
1. Key Elements (KE)	The OASIS Framework is a strategic planning and decision-making model that helps organizations assess and prioritize projects or initiatives based on their alignment with five key elements: Objectives, Activities, Systems, Information, and Stakeholders.	– Evaluate projects or initiatives based on their alignment with the five elements of OASIS. – Assess how well each element contributes to the organization’s strategic goals and mission. – Prioritize projects based on their overall OASIS score.	– Provides a structured framework for strategic decision-making. – Helps prioritize projects that align with organizational goals. – Encourages a holistic view of projects by considering multiple elements.	– Strategic planning and project prioritization. – Resource allocation and management. – Aligning projects with organizational objectives.	Key Elements Example: Evaluating a new marketing campaign project based on its alignment with Objectives (e.g., increase brand awareness), Activities (e.g., social media promotion), Systems (e.g., CRM software), Information (e.g., customer data), and Stakeholders (e.g., marketing team).
2. Objective Alignment (OA)	Objective Alignment assesses how well a project aligns with the organization’s strategic objectives and goals. It focuses on whether the project contributes to achieving the desired outcomes.	– Evaluate how the project directly supports the organization’s strategic objectives. – Assess the relevance and significance of the project’s objectives in the context of the organization’s mission. – Use a scoring system to quantify the alignment between the project and objectives.	– Ensures that projects are in line with the organization’s strategic direction. – Facilitates the selection of projects that contribute to the organization’s mission and vision. – Promotes goal-driven decision-making.	– Strategic project selection and prioritization. – Aligning project portfolios with strategic objectives. – Communicating the strategic value of projects.	Objective Alignment Example: Scoring a new product development project based on its alignment with strategic objectives such as expanding market reach and increasing revenue.
3. Activity Assessment (AA)	Activity Assessment examines the specific activities and tasks involved in a project or initiative. It assesses the feasibility, efficiency, and effectiveness of these activities in achieving project goals.	– Analyze the individual activities and tasks within the project. – Evaluate the feasibility of performing these activities. – Assess the efficiency and effectiveness of each activity in achieving project objectives. – Consider factors such as resource requirements and timelines.	– Identifies opportunities to streamline and optimize project activities. – Ensures that activities are aligned with the project’s objectives and resources are used efficiently. – Helps avoid activities that do not contribute to project success.	– Project planning and design. – Process improvement and optimization. – Resource allocation and allocation.	Activity Assessment Example: Assessing the feasibility and efficiency of specific marketing activities within a campaign, such as social media advertising or content creation.
4. System Evaluation (SE)	System Evaluation focuses on the technology and systems needed to support a project. It assesses whether the required systems are available, scalable, and compatible with the project’s objectives.	– Examine the technology and systems required to implement the project. – Assess the availability, scalability, and compatibility of these systems with project needs. – Consider factors such as infrastructure, software, and data integration. – Identify potential gaps or risks in the current system setup.	– Ensures that projects have the necessary technological infrastructure for success. – Helps prevent issues related to system compatibility and scalability. – Guides decisions on technology investments or upgrades.	– Technology and IT project planning. – Assessing system readiness for new initiatives. – Mitigating technology-related risks.	System Evaluation Example: Evaluating whether the existing CRM system can support a new customer engagement initiative in terms of data handling, integration, and scalability.
5. Information Analysis (IA)	Information Analysis focuses on the data and information requirements of a project. It assesses whether the project has access to the necessary information and whether data is accurate, relevant, and actionable.	– Identify the data and information needs of the project. – Assess the availability, accuracy, and relevance of required data sources. – Evaluate whether the project can access actionable information to support decision-making. – Consider data quality, analytics capabilities, and reporting tools.	– Ensures that projects have access to accurate and relevant data for decision-making. – Helps prevent data-related obstacles and delays in project execution. – Guides decisions on data collection, analysis, and reporting.	– Data management and governance. – Ensuring data readiness for projects. – Enhancing data-driven decision-making.	Information Analysis Example: Assessing whether a market research project has access to reliable customer data and analytics tools to inform marketing strategies.
6. Stakeholder Alignment (SA)	Stakeholder Alignment evaluates the alignment of the project with the interests and expectations of key stakeholders. It assesses whether the project considers and addresses stakeholder needs and concerns.	– Identify the key stakeholders involved in or affected by the project. – Assess the level of stakeholder engagement and communication. – Evaluate whether the project’s objectives and outcomes align with stakeholder expectations. – Consider feedback and input from stakeholders in project planning.	– Ensures that projects consider stakeholder interests and concerns. – Promotes stakeholder engagement and support for the project. – Helps avoid conflicts and issues related to stakeholder dissatisfaction.	– Stakeholder engagement and communication. – Managing stakeholder relationships. – Building stakeholder support for projects.	Stakeholder Alignment Example: Ensuring that a sustainability project aligns with the expectations and concerns of environmental organizations, local communities, and regulatory agencies.

Table of Contents

Understanding the OASIS framework

The OASIS framework is used to bring clarity and order to communications campaign planning.

Whilst the definition of a communications campaign will vary from one industry to the next, the GCS defined it as:

“a planned sequence of communications and interactions that uses a compelling narrative over time to deliver a defined and measurable outcome.”

It is worth noting that the OASIS framework was conceived so that the cost of communications campaigns could be justified to ministers looking to reduce public expenditure.

For this reason, the framework advocates that such campaigns have a measurable impact.

Despite being rooted in civil service, the OASIS framework is also used by marketing and communications professionals from private companies and universities.

OASIS is a versatile approach that is useful in everything from relatively simple press releases to more complex and expensive social change initiatives.

The five components of the OASIS framework

Five components comprise the OASIS framework and acronym:

Objectives (O)

What does the communication activity need to achieve? What channels or activities will be utilized?

Objectives should be SMART with a focus on outcomes instead of outputs. In the public sector, the metrics that comprise objectives should be numerical wherever possible.

Audience insight (A)

The OASIS framework considers detailed knowledge of the audience to be paramount.

Who is the audience and how will they reach a desired outcome? Is there an attitude or behavior they need to change?

Strategy/idea (S)

The third component of the OASIS framework represents the planning stage. It considers how objectives will be met and the channels that will be used to reach the audience.

Practitioners also develop a campaign narrative at this point to move individuals toward the desired outcome or behavior.

Implementation (I)

The plan should then be refined to detail tactics, resource allocation, and delivery timelines.

Influencers and other partners are involved to increase impact. Government bodies may choose lower-cost options such as partnerships.

Scoring/evaluation (S)

Where outcomes are monitored and evaluated for effectiveness.

To link this component with the first, outcomes are measured against key objectives and their metrics.

If the results are sub-par, practitioners may choose to run through the framework once again by incorporating new results or insights.

Drawbacks of the OASIS Framework

Rigidity and Inflexibility

One of the primary drawbacks of the OASIS Framework is its potential rigidity. Strict adherence to the framework’s stages can limit flexibility and adaptability to changing circumstances or unexpected challenges.

Overemphasis on Structure

The framework’s structured approach might lead to an overemphasis on process over substance. There’s a risk of focusing more on completing each stage of the framework rather than on the quality and practicality of the outcomes.

Resource Intensiveness

Implementing the OASIS Framework can be resource-intensive, requiring significant time, personnel, and financial resources. This may not be feasible for smaller organizations or for projects with limited resources.

Potential for Oversights in Analysis

The Analysis stage requires thorough and comprehensive data gathering and interpretation. There’s a risk of crucial information being overlooked, leading to flawed strategic decisions.

Challenges in Sustainability

The final stage, Sustainability, can be particularly challenging as it requires ongoing commitment and resources to ensure the long-term viability of the strategies implemented.

When to Use the OASIS Framework

In Strategic Planning

The OASIS Framework is ideal for use in strategic planning, offering a structured approach to setting and achieving organizational objectives.

For Complex Problem Solving

It is beneficial for tackling complex problems where a structured and thorough analysis is needed to identify viable solutions.

In Project Management

Project managers can use the OASIS Framework to guide project planning, execution, and monitoring, ensuring that projects are aligned with organizational goals.

During Organizational Change

The framework can be used to guide organizations through change processes, helping to align change initiatives with long-term objectives and strategies.

How to Implement the OASIS Framework

Setting Clear Objectives

Begin by defining clear, specific, and achievable objectives. These should align with the organization’s overall goals and mission.

Conducting Comprehensive Analysis

Carry out a thorough analysis of the current situation, including internal and external factors that could impact the achievement of the objectives.

Developing Strategy

Based on the analysis, develop a strategy that addresses identified issues and leverages opportunities. The strategy should be practical and actionable.

Effective Implementation

Implement the strategy with clear action plans, roles, and responsibilities. Ensure adequate resources are allocated for implementation.

Ensuring Sustainability

Plan for the long-term sustainability of the strategy. This includes setting up monitoring mechanisms, adapting to changes, and ensuring ongoing commitment and resources.

What to Expect from Implementing the OASIS Framework

Structured Approach to Decision-Making

The OASIS Framework provides a structured approach to decision-making, ensuring that all aspects of a problem or goal are systematically addressed.

Enhanced Strategic Alignment

The framework helps ensure that all strategies and actions are aligned with the organization’s overarching objectives.

Improved Problem-Solving Capabilities

Implementing the OASIS Framework can enhance an organization’s ability to solve complex problems effectively and efficiently.

Increased Focus on Long-Term Goals

The emphasis on sustainability ensures that strategies are not just successful in the short term but are also viable in the long run.

Potential for Greater Organizational Efficiency

The systematic approach of the OASIS Framework can lead to improved efficiency and effectiveness in organizational processes and projects.

Key takeaways:

The OASIS framework is used to bring clarity and order to communications campaign planning. It was initially conceived by the UK government to justify the cost of such campaigns to ministers who were looking to cut costs.
Despite having its origins in civil service, the OASIS framework is also used by marketing and communications professionals from private companies and universities.
The OASIS framework is comprised of five components: objectives, audience insight, strategy/idea, implementation, and scoring/evaluation. Objectives and their KPIs must be measured according to the outcomes that result from the fifth component to tie the framework together.

Key Highlights

Definition: The OASIS framework was developed by the UK’s Government Communications Service (GCS) to facilitate the planning and execution of strategic communications campaigns. Comprising five essential components—Objectives, Audience insight, Strategy/idea, Implementation, and Scoring/evaluation—the framework aims to bring clarity and structure to campaign planning.
Understanding the OASIS Framework:
- The OASIS framework was designed by the GCS to justify the costs of communications campaigns to government officials seeking budget reductions.
- It defines a communications campaign as a planned sequence of interactions that employ a compelling narrative over time to achieve a measurable outcome.
- The OASIS framework is versatile, used by both public and private sector professionals for various types of campaigns, from press releases to complex social change initiatives.
The Five Components of the OASIS Framework:
1. Objectives (O):
  - Determine what the communication activity aims to achieve and identify the channels or activities to be employed.
  - Objectives should be Specific, Measurable, Achievable, Relevant, and Time-bound (SMART) and focus on outcomes rather than outputs.
  - In the public sector, objectives should incorporate numerical metrics wherever possible.
2. Audience insight (A):
  - Detailed knowledge of the audience is critical in the OASIS framework.
  - Understand the audience’s identity and how they can achieve the desired outcome.
  - Identify any required attitude or behavior changes within the audience.
3. Strategy/idea (S):
  - The planning phase where the strategy is developed to meet objectives and engage the audience.
  - Determine the channels to reach the audience and craft a compelling campaign narrative.
  - The narrative guides individuals towards the desired outcome or behavior change.
4. Implementation (I):
  - Refine the plan with specific tactics, allocate resources, and establish delivery timelines.
  - Engage influencers and partners to enhance the campaign’s impact.
  - Government bodies might opt for lower-cost options like partnerships to optimize resources.
5. Scoring/evaluation (S):
  - Monitor and evaluate campaign outcomes for effectiveness.
  - Measure outcomes against key objectives and their metrics.
  - If results fall short, practitioners can revisit the framework, incorporating new insights or outcomes.
Key Characteristics:
- The OASIS framework provides structure for communications campaign planning and was developed by the GCS to justify campaign costs to officials.
- The framework is adaptable and used by both government and private sector professionals for various campaigns.
- The OASIS framework consists of five components: Objectives, Audience insight, Strategy/idea, Implementation, and Scoring/evaluation. The measurement of outcomes ties back to objectives to complete the cycle.

Related Frameworks	Description	When to Apply
SMART Goals	– A framework for setting specific, measurable, achievable, relevant, and time-bound goals to guide goal-setting and performance management processes effectively. SMART Goals provide clarity, focus, and accountability in goal-setting and goal attainment.	– When setting individual or organizational goals. – Applying SMART Goals criteria to define clear objectives, establish measurable targets, and track progress towards goal achievement effectively, enhancing goal alignment and performance accountability.
Balanced Scorecard	– A strategic performance management framework developed by Kaplan and Norton that translates organizational strategy into a comprehensive set of performance metrics across four perspectives: financial, customer, internal processes, and learning and growth. The Balanced Scorecard enables organizations to monitor performance, align strategic priorities, and drive continuous improvement.	– When aligning performance metrics with strategic objectives. – Implementing Balanced Scorecard methodologies to define key performance indicators (KPIs), track performance across multiple dimensions, and align actions with strategic goals effectively, fostering strategic alignment and performance improvement.
OKR Framework	– A goal-setting framework popularized by Intel and Google that stands for Objectives and Key Results. OKR Framework involves setting ambitious objectives and measurable key results to drive focus, alignment, and accountability in goal-setting and execution.	– When setting ambitious goals or driving organizational alignment. – Implementing the OKR Framework to set challenging objectives, define measurable outcomes, and cascade goals throughout the organization effectively, fostering transparency, accountability, and goal achievement.
SWOT Analysis	– A strategic planning tool that assesses a company’s strengths, weaknesses, opportunities, and threats to inform strategic decision-making. SWOT Analysis helps organizations identify internal capabilities and external factors that may impact their business performance.	– When conducting strategic planning or assessing business environments. – Using SWOT Analysis to identify internal strengths and weaknesses, external opportunities and threats, and prioritize strategic initiatives effectively, enhancing organizational resilience and competitiveness.
PESTLE Analysis	– A strategic analysis framework that examines the political, economic, social, technological, legal, and environmental factors affecting an organization’s operating environment. PESTLE Analysis helps organizations anticipate changes, identify risks, and capitalize on opportunities in the external environment.	– When analyzing macro-environmental factors or conducting risk assessments. – Conducting PESTLE Analysis to assess external factors, anticipate industry trends, and inform strategic decision-making effectively, adapting business strategies to changing market conditions and regulatory environments.
Scenario Planning	– A strategic foresight methodology that involves imagining and exploring multiple future scenarios to anticipate uncertainties, identify risks, and develop strategic responses. Scenario Planning helps organizations prepare for alternative futures and make informed decisions under uncertainty.	– When navigating complex and uncertain business environments. – Using Scenario Planning to envision alternative future scenarios, assess their implications, and develop contingency plans effectively, enhancing organizational resilience and agility in response to unpredictable events and market shifts.
Porter’s Five Forces	– A framework developed by Michael Porter that analyzes industry competition and attractiveness by examining five key forces: rivalry among existing competitors, threat of new entrants, bargaining power of buyers, bargaining power of suppliers, and threat of substitute products or services. Porter’s Five Forces helps organizations assess competitive dynamics and industry profitability.	– When evaluating industry attractiveness or competitive positioning. – Applying Porter’s Five Forces analysis to assess competitive forces, identify strategic opportunities and threats, and formulate competitive strategies effectively, maximizing industry competitiveness and profitability.
Ansoff Matrix	– A strategic planning tool that helps organizations identify growth opportunities by analyzing market penetration, market development, product development, and diversification strategies. The Ansoff Matrix enables organizations to assess risk and growth potential across different market and product expansion options.	– When developing growth strategies or exploring market opportunities. – Using the Ansoff Matrix to evaluate strategic options, prioritize growth initiatives, and mitigate risks effectively, aligning expansion strategies with organizational goals and market dynamics.
Value Chain Analysis	– A strategic analysis framework developed by Michael Porter that examines the activities and processes within a company’s value chain to identify sources of competitive advantage and value creation. Value Chain Analysis helps organizations optimize internal operations and enhance value delivery to customers.	– When assessing internal capabilities or optimizing value creation processes. – Conducting Value Chain Analysis to map value chain activities, identify cost drivers and value-added activities, and streamline operations effectively, enhancing operational efficiency and competitiveness.
Benchmarking	– A strategic management tool that involves comparing organizational performance, processes, or practices against industry peers or best-in-class companies to identify performance gaps and improvement opportunities. Benchmarking helps organizations learn from top performers and adopt best practices to drive performance improvement.	– When seeking performance improvement or process optimization. – Utilizing Benchmarking techniques to assess performance relative to industry benchmarks, identify best practices, and implement performance improvement initiatives effectively, achieving operational excellence and competitive advantage.