Creating audience profiles for your campaign
When campaign planning, many communicators find themselves navigating complexity when it comes to creating and setting up audience or customer profiles. This process, which should ideally be a straightforward task of identifying key characteristics and behaviours of a target audience segment, often becomes a convoluted exercise fraught with overthinking and over-tinkering. The root of this […]
Information Gathering During a Campaign
Launching and running a PR or marketing campaign can be akin to setting sail on a voyage. You begin with a meticulously planned and executed strategy. The research is done, target audience identified, messages crafted, and tactics planned and ready to execute. You set sail with confidence, ready to navigate the waters of customer opinion. […]
Handling Stakeholders Pre-campaign
The pre-campaign stage is when you lay the foundation. The success of your campaign relies on the groundwork laid during this stage. During this stage, strategies are formulated, and crafted with a clear understanding of the campaign’s objectives and the stakeholders’ expectations. The outputs – the tangible results expected from the campaign – are defined […]
Managing the dynamic parts of your campaign
A campaign must respond to the shifting landscape of the market and the evolving needs and behaviours of your target audience. Campaigns go through dynamic parts, or phases, each with its own set of challenges and opportunities. These phases could include the planning stage, the execution stage, the monitoring stage, and/or the evaluation stage. At […]
Pre-campaign Preparation Checklist
Preparing for a campaign can often feel like navigating a labyrinth. There are numerous paths to explore, each with its own set of challenges and opportunities. It’s easy to feel lost or overwhelmed, unsure of which direction to take. The desire to dive headfirst into execution can be overwhelming. This is often driven by the […]
Preparing a Brief that Team Members Can Understand
Imagine being dropped into the middle of a forest. You are handed a map, that lacks marked destinations or routes, and a X that marks your destination. Upon closer inspection, you realise this is uncharted territory, and the map is devoid of guidance. Many campaign and project team members find themselves in this predicament when […]
How do we explain that our plans are dynamic?
Our work is a dynamic dance of adaptability. This dance is not choreographed in the traditional sense. There is no set sequence of steps to follow. We are not merely executing predefined steps; instead, we are constantly adjusting our movements in response to the rhythm of the market and the reactions of our audience. The […]
Refining our target audiences for optimal outputs
Understanding your target audience is akin to mastering the rhythm of the music. But who (or what) exactly is this ‘target audience’? Picture a spotlight on a stage. In the vast auditorium that is the ‘marketplace’, your target audience is the group of individuals in the spotlight. They are the ones who are most likely […]
Understanding audiences through outcomes
Campaigns are the lifeblood of any marketing or public relations strategy and execution. They are not just vehicles for promoting our brand, products, and services. Instead, they serve a higher purpose – to influence our customers, shape their perceptions, and guide their actions. At the heart of every campaign is the desire to connect with […]
Setting up KPIs for your plan
Key Performance Indicators (KPIs) are often regarded as just mere numbers or data points. However, they are crucial to us, as communicators. KPIs guide us, providing direction and focus. They are the quantifiable measures that help us understand whether our efforts are steering us towards our desired outcomes or if we are drifting off course. […]