Why do people often start a marketing communication campaign with posters? While this might seem like a decent idea to those outside the communications community, it's worth noting that professional teams invest considerable effort behind the scenes before unveiling a poster. By the time the poster is displayed, much of the campaign's groundwork should have already been laid.

So, what exactly happens before this stage? What are the comms teams doing and why is it so important? This blog post will briefly explore what you should do before you implement a marketing communication campaign.

What is a campaign?

Most communications serve to sustain knowledge and enhance the integrity of communication channels. A series of social media posts, blog entries, or posters on their own do not constitute a campaign, (but maintaining these elements is crucial for when a marketing communication campaign becomes necessary).

The distinction between most communications and campaigns lies in their purpose: campaigns are specifically designed to increase and create action. This is typically aimed at prompting behavioural changes within the audience. A good definition of a campaign, (summarised from the GCS definition) is:

"A planned sequence of comms that uses a compelling narrative over time to deliver a defined and measurable outcome."

It’s important to consider whether you want, or need, a marketing communication campaign before you start to plan your communications. Sometimes, a simple poster will do the job, and that is perfectly acceptable too.

So where should you start your campaign?

So, you've determined that you need a campaign. Where do you start? Before creating your poster, you must first set objectives, gather audience insights, and plan your strategy or roadmap. Let's break that down a bit.

Objectives

Once you know you need a campaign, objectives are about articulating what you want to achieve and why you want it. If a marketing communication campaign aims to create action, it's essential to clarify what actions we want people to take. It’s often beneficial to also link this back to the desired business outcomes.

Consider the following question: What do you want people to think, feel and do?

Once you’ve established what you want out of the campaign, it’s time to set some objectives. You may have used CSMART objectives before – we recommend using them here.

**Tip -** When formulating objectives, it's crucial to establish a baseline and consider external factors that may impact the campaign.

Audience Insight and Analysis

This stage is about considering and exploring your audience. This section is where Clarion excels. We believe it is the most important aspect of a marketing communication campaign, yet it is often overlooked. Knowing who you're addressing and how to communicate with them effectively for maximum impact is paramount!

Who are your crucial audiences? If possible, you should segment your audience into smaller groups. Consider the differences and similarities among these groups, and whether they will need to participate in different ways. What is their history with the topic and their current sentiment towards it?

Strategy

This is the stage where you plan your audience’s journey from point A to point B. We're not delving into poster specifics yet; this section is about crafting an overarching plan or strategy with broad stages. Crafting a successful strategy involves many components, but here are a few key considerations:

Use insights gained from your audience to identify significant stakeholders. Are there individuals who hold sway over your audience? Whom do they trust? This initial understanding can help you identify potential partners and key individuals to engage with.
Consider the progression of actions, and the timings of each stage. It's crucial to address matters when they're relevant and suitable; otherwise, your communications may go unnoticed or be forgotten when they're needed.
Assess which communication channels are suitable and when they're most effective. Maintain awareness of the decisions you make and their rationale; every choice should be justifiable and serve a purpose.

Implementation

Finally, it's time to create your poster! The next stage is the implementation phase, during which you'll develop your detailed plan of action and start working on it.

A Note on Evaluation

Although this blog post focuses on the stages of campaigning that lead up to implementation, it is worth noting that every marketing communication campaign should also have an evaluation stage. This stage comes after the implementation stage but often runs parallel to the campaign's progress as well.

Evaluation enables you to understand what you have achieved and allows for highlighting areas for improvement. It is what makes the impact of your campaign measurable, in turn fostering transparency, accountability, and continuous progress.

Final Thoughts

A campaign, distinct from regular communications, is purposefully designed to evoke action and behavioural change among its audience. It entails a well-structured narrative aimed at achieving defined and measurable outcomes. By prioritising objectives, gaining audience insights, and crafting a strategic roadmap, the marketing communication campaign's foundation is solidified, paving the way for effective implementation - including the creation of impactful posters!

Need a Communications Service?

Seem like a lot? Let Clarion do it for you! Clarion Insight helps companies navigate, implement, and sustain organisational changes successfully, in a way that puts people first.

We pair our change expertise with insight-led, outcome-focused strategic communications and branding and visual identity expertise. Clarion puts behavioural insights at the centre of communications - giving us an unrivalled understanding of who your target audience is, what drives them, and how to influence them. For more information on our Strategic Communications and Branding and Visual Identity services, email our Strategic Communications Team at communications@clarioninsight.com.

Don’t Start Campaigns With a Poster!