A single message to the media is not yet a communication campaign. On the examples of the largest companies, from this text you will learn, among others how to actually build it, and what is the difference between an internal and external communication campaign.
- What is a communication campaign?
- Internal and external communication campaign
- Planning a communication campaign
- Examples of communication campaigns
- Communication campaign and its benefits for the company
- Communication campaign - the most common mistakes
- 10 elements every digital campaign should contain
Today, little can be left to chance in the media world. If a company does not conduct conscious communication, the competition does so on its behalf, emphasizing its advantages over a less active competitor. Therefore, the question is not whether media communication should be implemented, but how and when to do it?
What is a communication campaign?
A communication campaign with the use of specific promotional tools is designed to change awareness, attitudes, behavior and attitude. It is aimed at a specific, planned group. It works through marketing and various advertising techniques. It can use a variety of marketing communication channelssuch as email marketing PR campaign, press, radio and much more. Its purpose is to inform or persuade.
W. Głodowski, in his work "Interpersonal communication", also distinguishes intrapersonal, interpersonal, interpersonal-media, public and mass communication. Thus, we can speak of a campaign aimed directly at politicians or decision-makers, as well as one that reaches individual recipients or masses. J. Muszyński ("Lexicon of political marketing") considers the political communication campaign to be "a kind of link between politicians and society". By analogy, it can be said that a marketing communication campaign is a link between a company or organization and society.
Internal and external communication campaign
The internal communication campaign is more pressing than ever today. If all your employees meet in the office every day, you may not need to explain to them the work culture in the company. It is different if some or most of them work remotely! Then, internal, i.e. employee-oriented, is the key to keeping the team as a coherent whole. 60 percent After all, companies do not yet have adequate systems and tools for communicating with employees (Workforce data). And the benefits can be tangible. At the most abstract level, employees' commitment and identification with the company increases. Translating this into practical issues, informed and committed employees more often open emails from their bosses and pay more attention to their tasks.
According to Medium, only 13 percent. employees use their company's internal communication systems on a daily basis. They are often outdated or not very intuitive. Modern tools like Asana, Trello if Wrike slowly changing this reality. Some companies invest in their own personalized software.
An internal communication campaign can consist of concepts and tools. The concept is an identified target group, message as well as an action plan. Tools are e.g. applications or systems that facilitate communication within the team.
Planning a communication campaign
The conceptual and implementation process may differ slightly between companies or industries. Overall, however, it always starts with the design phase. It can fold on it marketing audit and research. During the work, tools such as group brainstorming and moodboards are useful. At this stage, the assumptions and the target group are formed. It may be useful to establish a baseline and set expectations.
Today only 60 percent. people eat breakfast. The goal for breakfast cereal producers could be to increase this percentage and increase the number of people who reach for breakfast cereals. These assumptions can be built on the basis of contrasts (unhealthy lifestyle - healthy lifestyle; badly started day - well-started day; lack of fiber in the diet - source of fiber in the diet, etc.). All this helps to clarify communication channels and the most suitable tone. This leads to general concepts, e.g. billboards all over Poland, interviews with experts on TV, etc.
Such concepts can be tested on a small fraction of the target audience. The test communication campaign is inexpensive and allows you to select the most effective assumptions. Once you know what the campaign will look like, you just need to implement it on selected carriers.
Examples of communication campaigns
The easiest way to understand a communication campaign is to use examples. The entire communication of the Dove brand aimed at women is expressive. It shows a clearly defined target group and a problem: not accepting your body. On this basis, you can build the entire Dove value system focused on female beauty regardless of the shape of the body. In the past, advertising on television, and today also on YouTube, advertising in the press and social media - these are the main, but not the only tools to achieve this goal.
Another example is Volvo's communication campaign, specifically the V90 Cross Country. - You cannot live your life to the full if you are not living in the present moment. - said the philosopher Allan Watts in 1959. This slogan was chosen in the course of the concept work for the motto of the campaign for the new car. Volvo is associated with predictability, and for some people - with boredom. The communication strategy for the car intended for off-road escapades therefore had to be well thought out. A sober look in the style of a Zen master was chosen. Realizing that Volvo's buyers are mostly wealthy middle-aged men, they were told to consider whether they were making the most of everyday moments. A spot was created presenting a typical representative of the "Volvo family" who, thanks to the car, can fulfill dreams that have never been time for. It accompanies everything ATL campaign in various media and, of course, the voice of the philosopher Allan Watts.
A communication campaign that supports the company's activities?
We only create them - see for yourself.
Communication campaign and its benefits for the company
The communication campaign, as mentioned before, is divided into external and internal. Each of them brings many benefits to the company, but on a completely different plane. The external campaign is aimed primarily at customers, the political community or business partners, while the internal campaign is aimed primarily at employees. Each is equally important, and many companies choose to act in two directions at once. What are they able to achieve in this way?
External communication campaigns may be product-based or lead to the achievement of specific social effects. The main advantage of conducting communication campaigns is building trust among recipients. It is much easier to sell your products or services to recipients who trust you. In addition, communication campaigns that are consistent with each other, carry the same message and the same values, make the recipients know exactly who they are dealing with, what is the company's mission and its overarching goal. It should also be mentioned that communication campaigns are usually not limited to one medium, but use several at the same time. This, in turn, means that you are able to reach a very wide audience in a relatively short time.
Internal communication campaigns can complement or support internal communication activities. As an employer, you are able to build a committed team that knows exactly what their responsibilities are and how they should do their job. Internal communication also helps in identifying employees with the company, which in turn translates into understanding and identification with the values that the company wants to proclaim. However, the greatest benefit of an internal communication campaign is the creation of an integrated team that wants and likes to cooperate with each other.
Communication campaign - the most common mistakes
Carrying out an effective communication campaign is a very complex process, so it's not difficult to make mistakes. Each campaign should consist of four stages, and it is easy to make a mistake in each of them. The first phase, which is planning, is the most important. If you make a mistake here, it will be difficult to correct it once the campaign is launched. It may be a poorly planned schedule, difficulties in defining goals and problems that you want to raise in the campaign, or poor selection of communication channels.
An equally common mistake is creating brand-oriented campaigns. This is somewhat of a paradoxical situation, because that's what we are creating the campaign for. However, it should not be forgotten that the recipient is the most important, so the content should also have some value for him. In a campaign, we often forget about empathy and the emotional layer, and the way it is received depends on it. It is also worth mentioning the language adapted to the company.
When you sell lollipops for kids, you are unlikely to want to hit the corporate and very formal tone. We mentioned that information campaigns can be carried out using many different communication channels. This is a fact of course, but you must not forget that it is not quantity but quality that determines success. You don't have to use all of them to reach your audience.
One of the common mistakes is the lack of clearly defined campaign goals. It is also worth mentioning that many companies do not draw any conclusions from the campaigns they have already carried out. And there is really no better source to tell you what you did wrong or could have planned better than a thorough campaign analysis that you have carried out. On this occasion, it is also worth mentioning controlling. Imagine you have already launched it and one of the channels is email marketing where messages are not displaying correctly. If you react quickly - you have the opportunity to rectify your mistakes. When you are not in control of the campaign, you are not even aware that something has gone wrong.
10 elements every digital campaign should contain
An effective digital information campaign must consist of the 10 most important elements.
- Do not advertise or promote yourself directly. A much better solution is storytelling, i.e. storytellingthanks to which you will evoke emotions in the recipient and make him or her identify with the values you want to give him and follow them.
- Short but meaningful messages are worth their weight in gold. Do not play tricks with the recipient, do not use difficult and complicated words. Get his attention thanks to short messages that he will be able to read and understand in less than 10 seconds.
- Be original and don't be afraid to stand out. Regardless of whether you weave humorous or touching accents into your story, try to make yourself remembered.
- Don't be afraid to use visuals. Graphics, infographics, short films and animations are your greatest ally. They not only attract attention, but are able to strengthen the message.
- Match your message to the medium. E-mail marketing requires a different form and a different communication through social profiles. You cannot use the campaign in the same form in different communication channels.
- Define your goals. This way, it will be easier for you to prepare a communication campaign strategy that is to produce a specific effect. Consider how the campaign will accomplish your company's goals and objectives.
- Think about what you want to achieve by running an information campaign. Increase recognition, sales? Can it attract visitors to the website? If you've already done it, measure the effectiveness.
- BUT remember that numbers aren't everything. The measure of success may be, for example, how often the campaign becomes the topic of conversation, perhaps it sets new trends?
- Put yourself in the shoes of the recipient. Give him the value he seeks and needs. Think about the problems you can help them solve.
- Put yourself in the lead role. Give your audience content that will be valuable industry knowledge and keep them eager to come back for more.
The above examples show that a well-thought-out communication campaign can focus larger ideas around a brand or product. The kind that will attract crowds. Commplace experts have the knowledge and experience of how to do it - contact us and check what we recommend for you.