As engagement campaigns are truly a communications effort, it's best to identify goals, audience, medium, message, action, and measurement elements within the framework.
Using S.M.A.R.T. goals
To set campaigns up for success, they must be built around S.M.A.R.T. goals:
Creating a communication plan
Every engagement campaign also requires a communication plan. This plan should answer the following questions:
- Who are you trying to reach? (Audience)
- How will you reach them? (Medium)
- What is the information to be communicated? (Message)
- What is your relevant call to action? (Action)
- How will you measure the campaign’s effectiveness? (Measurement)
Addressing key business challenges
As a best practice, Igloo recommends tying every engagement campaign to one of the key business challenges:
- Knowledge Management
- Culture and Engagement
Ensuring your campaigns align with these challenges, as well as your overall digital workplace strategy, helps ensure you're getting the outcomes you set out to achieve.
Targeting key messages
It's important to remember that you are not restricted to just one medium for each campaign. In fact, you'll likely have to consider multiple formats, channels, and approaches to messaging for campaigns that impact multiple audience groups. The most effective campaigns use targeted messaging, delivered through the right medium, to reach the right audience group.
For example, to effectively reach your executive leadership team, you may want to provide high-level messaging that outlines the key benefits for the organization and push that messaging to this group through the Leadership Center or Management Center. To reach all employees, your messaging may focus on the key benefits for individual employees, delivered via a visually-appealing email campaign.
Playbook Tip: Deliver the right message, to the right people
Ensure your communication plan takes targeted messaging into consideration. Identify each audience group you need to reach, which medium that group prefers to receive communications on, and the type of information that group is likely to find most valuable. From there, craft targeted messaging that also takes into consideration the tone and style each audience group finds most engaging. This allows you to create campaigns that can reach multiple audience groups, engaging each group in meaningful ways.