Communication is vital to any business. But we’re all exposed to a constant steam of information every day – through mobile phones, the internet, radio, television and so on. It’s estimated that each of us receives about 105,000 words a day – that’s 23 words per second reaching our eyes and ears during our waking hours.
Our brains obviously need to filter out much of this information, which is why communicators need to work harder than ever to get their messages across. Messages need several repetitions to get noticed – and even more to influence behaviour change.
That’s why, when it comes to communications campaigns, the whole is greater than the sum of the parts. Whether you want to communicate externally or internally, you can no longer rely on the ‘one and done’ style of communications. The secret of success lies in campaigns.
Striking the right balance
A successful campaign needs to consist of a series of messages that strike the right balance between sharing unique ideas and repeating your key messages. Explaining the same thing in different ways, for example, can make your information accessible to a wider group of people.
A campaign will typically start with a series of nurture messages – delivering information and building awareness to nurture your audience towards knowledge and behaviour change. A validation message or call to action at the end of a campaign serves as a proof point or motivation for potential customers to buy your product or your employees to adopt the company values.
How to create a campaign
The first step for any communications campaign is to gather insights. Talk to stakeholders in the business and end users – using focus groups, emails and phone calls.
You can then develop a messaging framework to include:
- Brand promise – The building blocks of your corporate strategy. Your Vision, Mission and Values. For internal comms your employees need to act upon these and embrace them. They will in turn resonate through to your external client base.
- Positioning statement – This will drive your business’ strategies forward. It gives direction to the path you want the business and in turn your employees to venture on.
- Target audience – In basic terms this is the demographic of people you want to focus on. Look at how you can learn about them and what they want to see from your business.
- Mission Statement – Your mission will tell your customers, employees and stakeholders exactly what you do. This needs to be completed early on in your strategic planning.
- Tone of voice – How you get your point across. You don’t want it to get lost or misinterpreted.
- Elevator pitch – A quick synopsis of your business project or goal. What it is about, what you do or want to do, or who you are.
- Headline benefits – The most important part to your campaign. What you want your target audience to focus on.
- Supporting material – These are listed below. They all work together to form a cohesive and memorable campaign.
Once you have your messaging framework, consider what campaign assets you need, such as:
- Email banners
We work with Krispy Kreme in creating films for each of their separate campaigns. Be it Easter or Halloween. Each time there is a new film to promote to their customers. These films are used across multiple marketing channels.
Here is another example of how we worked on a client campaign. Our work with HRG, across the whole campaign ensured the campaign had a cohesive story and image.
To be really effective, your campaign also needs a cohesive look and feel. So, you may need to adapt your existing collateral – or produce new assets – to ensure your message reaches and engages your target audience.
Are you ready to get started?
If so, here’s our own call to action – if you would like further advice on your communications campaigns, please get in touch. Call 01252 717707 or email firstname.lastname@example.org