Let’s start with “what is a campaign?” A campaign is defined as an organized course of action to achieve a goal. Whether it’s developing and launching a major campaign or smaller initiatives, there are key questions to ask yourselves.
What are we trying to accomplish?
You first want to identify and evaluate competition, challenges, and opportunities. Execute preliminary research and set S.M.A.R.T. goals. Establish a budget. Align campaign with experts who can set up strategies, tactics, channels, and can guide the creative-development process; plus, ensure your return on investment. Don’t forget to set up ways to monitor and optimize once launched.
Who are we talking to?
Establish the target audience—discover attitudes and behaviors. Wide net or hyper-targeted? To optimize your engagement, alter messaging and incentives based on your customer, consider segmenting your audience by loyal, prospect, and inactive audiences.
What do we want them to think and feel?
Plan strategies and tactics to connect with consumers on both a rational and emotional level. Give them a reason to believe and discover ways to address their pain points.
How will we reach our audience?
Organize and set your media channels, such as print, digital, and social media. For paid media, ensure safeguards so that you’re not committed to the entire media buy should things need to be altered or diverted.
What do we want them to do?
Give your audience a clear and direct “call to action”. How can they be compelled or incentivized to tell others about their experience? Expand your audience by turning your clients, customers, members into brand ambassadors!
Throughout this process, it’s important to be adaptable. Plans can shift, pivot, and realign based on new information or changing market trends. Reflect on your 2020 communications planning and how the pandemic changed its course.
And if the uncertainty of 2021 has slowed or halted your communications planning, know that it is not too late to get started. We’re here to help.
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