With the results of the Federal election still being counted, it would be fair to assume the communications’ practitioners behind the campaigns are busy counting up their own wins. How much coverage was achieved? Did all of the key messages appear? Were the calls to action strong enough? Did the tone of the messaging resonate with the target audience?
Key elements of a communications campaign include ensuring a clear understanding of who you’re targeting and most importantly, how they prefer to receive key messages. Audiences have a variety of communication channels to receive information and therein lies the challenge for the communications practitioner. The ability to identify what channels to invest time and money, to gain cut-through and results, is a mixture of thorough research, data crunching and taking calculated risks. This process starts well before the campaign goes to market. It is vitally important for the communicator and the audience to be on the same page and understand who the campaign is designed to reach and why. To make this process easier it is important to ask the following questions:
To make this process easier it is important to ask the following questions:
- What does success look like for this campaign?
- What do you want your target audience say about you after this campaign?
- What does the commercial success for this campaign look like?
- What are the time frames?
While it is exciting and fun to plan and develop ideas for a new campaign, it is even more exciting to see a campaign deliver the results intended.