21 Oct Top 5 Tips for Campaign Success
720 Strategies recently teamed up with the American Association of Nurse Practitioners (AANP) to launch an airport advertising campaign to educate the public on the importance of early detection tools during National Breast Cancer Awareness Month. Utilizing our experience and best practices, we built a campaign that has allowed AANP to get the exposure they were looking for to bring awareness not only to their brand, but also to the issue itself.
Before embarking on your own campaign, whether it is an advocacy, advertising or media campaign, think about the story you want to tell and what messages you want to convey. What is it that you want consumers to know? No matter what type of campaign you’re running, from brand launches to issue awareness campaigns, here are some helpful tips to keep in mind:
1. Drill down to your target audience.
To get the most out of your campaign, it’s important to identify your target audience. Are you trying to reach consumers, policymakers and/or C-Suite executives? Are you trying to target people locally, regionally or nationally? Maybe you’re trying to target busy travelers specifically to reach women of all ages during October Breast Cancer Awareness Month. Research. Research. Research. Taking a targeted approach with your outreach will allow you to determine the specific messages you need to develop to drive better results for your campaign.
2. Craft a message that will resonate with your target audience.
Once you have pinpointed your target audience, you then need to determine the specific campaign messages you will disseminate to them. For the breast cancer awareness campaign, we focused the message on the importance of early detection to resonate with women of all ages. Be sure to create a clear call to action in your message to tell your target audience what it is you want them to do. For example, do you want them to call their Member of Congress to urge more funding for breast cancer research, or do you want them to call their health care provider to schedule a breast exam? Whatever the case may be, make sure that your call to action stands out. How do you create a compelling call to action? Use simple language and use the voice of the audience you wish to target. On average, people read about 250-300 words per minute, so you want to keep your message short.
3. Identify effective communications channels that link your audience and message.
Once you’ve crafted your message, you need to figure out how best to deliver it to your target audience.
There are many ways to promote your campaign’s messages based on your goals and budget. You can create social media posts pushing out your messages via Facebook, Twitter, LinkedIn, etc.; develop print collateral, such as brochures and flyers; place digital and print ads; buy radio and television ads in key media markets; pursue earned media, such as interviews and op-eds in key publications; and create PSAs. Don’t forget to leverage promotional assets already available to you, including your website, blog, media kit, social media platforms, email subscriber lists, etc.
4. Amplify your message through eye-catching design.
Your message may be hard-hitting and methods of delivery well planned, but your results will fall short of your expectations if your campaign lacks visual appeal. Many organizations use professional design teams to help them create the look and feel of their campaigns. The designers can help create a multi-faceted, 360° campaign that ties together your core messages, your images and your brand.
5. Measure and analyze results to optimize your campaign for success.
How will you know if your campaign is working? Use statistics gathered throughout your campaign to measure your results and make adjustments along the way. How are people viewing your social media outreach? Look at how many people are sharing, liking or retweeting your message to determine the potential reach. Be proactive. For example, if you’re running an awareness campaign, encourage followers to interact with your ads by sharing via social media channels. If it’s email distribution, look at analytics of numbers sent, bounced, click-throughs and open rates to monitor your best advocates.
A successful campaign is one that can provide opportunities for your audience to engage with your message and showcase remarkable outcomes.
Jamey Ballo is a Senior Account Director with 720 Strategies.