Our team develops communications campaigns from a systematic perspective. Each component relies on the other, creating a fully integrated approach focused on results. Our approach entails the following:
Define objectives: Campaign objectives must be clearly and objectively defined. They must be connected to larger initiatives to promote buy in and they must be tied to tangible metrics.
Audience research: Target audience segments and key stakeholders need to be identified and understood. We conduct audience-based formative research to inform strategies, tactics, and communications channels. Our research includes reviews of previous communications efforts, lessons learned and firsthand research, with the goal of understanding the informational needs of each stakeholder and the sources they consistently seek out. We also conduct focus groups and demographic research.
Selection Strategies: The method of communication must consider the importance of the concept and message, the objective, the audience, available resources, and urgency. Our strategies incorporate different levels of engagement. Sometimes, information is pushed out to individuals, and at other times, information is available, but must be sought out. We are well versed in new media, traditional media, email and newsletter distribution, conference calls and other internal communications tactics (memos, service level agreements, etc.).
Campaign Management: Planning for successful campaign execution is critical to realizing desired outcomes. We create and manage a detailed campaign schedule using project management software, which is continually updated and shared in regular status reports to key client stakeholders. This schedule calls attention to milestones achieved, highlights potential risks and actions to mitigate them, and tracks overall progress.