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Evolve Stage - Engagement Framework
Think about setting up your engagement campaigns into three categories to ensure you have a common language with your engagement team and an understanding of what's required:
|Major campaigns (e.g. Launch Campaign): Major campaigns have many moving parts, require significant planning and often run for an extended period of time or in parallel to significant events or milestones (such as Launch Day). Major campaigns are also often augmented by a combination of minor and micro campaigns.|
Minor campaigns (e.g. Drip Campaign): Minor campaigns often include smaller portions of content delivered over a shorter period of time and can include micro campaigns, such as a survey.
|Micro campaigns (e.g. Poll): Micro campaigns are more tactical and are often one-off initiatives with a very specific purpose, such as gathering feedback about the most recent town hall event. Micro campaigns are usually used to support larger major and minor campaigns.|
Using the right tools
Support your campaigns by using the right engagement tools. These tools require different types of interactions and can appeal to different audience groups. You may find that some tools work best with specific audience groups, while others work well for all audience groups.
Some common engagement tools include:
- Games and activities (e.g. Scavenger Hunt)
- Digital Campaigns (e.g. drip campaigns via Eloqua)
- Video Webinars/Tutorials
Be sure to augment every campaign with the right set of engagement tools. For example, your Launch Campaign may be augmented by a series of newsletter articles, a digital drip campaign delivered via email, and multiple blog posts.
Gathering feedback and measuring outcomes
A vital part of engagement is gathering feedback from your employees on a regular basis. Feedback related to your engagement campaigns will help you determine what works for what audiences and how you can adjust to increase engagement through future campaigns.
We recommend using a collection of feedback mechanisms to ask what audiences think of the engagement campaigns you use. We find that the best approach for major campaigns is to gather feedback and encourage participation using a drip campaign that runs for three months.
Why gather feedback and measure?
This allows your engagement team to focus their efforts on a particular theme, measuring success and determining changes that will improve engagement moving forward.
Playbook Tip: Launch, assess, and repeat
It's important to continuously gather feedback related to engagement campaigns to figure out what works best for your audience groups and to reach higher engagement levels with each new campaign.
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