Your audience might actually be keen on engaging with your campaign but may find your design tedious to navigate and swiftly move on . Is the action you require them to take easily accessible to them and easily understood from the campaign material ? Is the persona of your target audience the type that is willing to take time to work through content or leads a fast-paced lifestyle and requires a speedyapproach in both engaging with the campaign as well as taking the desired action ? And , is the messaging crafted in relatable language for that audience ? Do your research to have these defined .
Was there clarity of aim ?
Ultimately , what is the strategy and are you measuring the right metrics ? The strategy begins with why the campaign is necessary , what is the KPI you are looking to achieve and why is that the KPI . This is the starting point of how you work through everything else in the campaign .
You might be looking to influence behavior change ( for which the KPI would vary with the cause at hand and definitely takes a bit more work to measure ), you might need your audience to join a movement ( in which case the KPI would be achieving the number of people you aim to have onboard ), you might be looking to grow your audience ( for which your KPI would be based on engagement ). Even as one aspect may
All in all , communicators and marketers , be gentle with yourselves in the process . Experience is the best teacher and with every success and flop , there is a lesson we take into our next campaigns and initiatives . Experimentation is the best way to gain that experience . Keep an open mind .
intertwine with another , it is important to have that one very clear overall objective that everything else trickles down from .
Was the scope well considered ?
Scope is not as minor of a consideration as it may sound . This really affects how you prioritize your budget for the campaign and where you direct the resources . Your scope might be based on
quantity - numbers , national , global , or niche - being able to reach a very specific group of people who are directly linked and have an interest in your industry , product or service and whose involvement determines the success of your campaign .
Numbers are not always synonymous to success - something we may sometimes confuse in the digital / social media era . Place your focus on influence . Lastly , scope is also about the time you want to give the campaign . With your research and success metrics in hand , does this need to be immediate and snappy or run over a prolonged period of time to achieve your aim ?
All in all , communicators and marketers , be gentle with yourselves in the process . Experience is the best teacher and with every success and flop , there is a lesson we take into our next campaigns and initiatives . Experimentation is the best way to gain that experience . Keep an open mind .
Katya Nyangi works in education management as the Communications and Marketing Director for Makini Schools . She has previously written personal essays on theelephant . info , and journalistic community stories on her blog byawoman . com . You can engage her via mail at : Katerina . Nyangi @ gmail . com .
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