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Campaign work reflection

The fall semester has come to an end and during these 4 months of study about Integrated Marketing Communication, with an opportunity to design a campaign plan for a real client, I not only gained a broader understanding about account planning but also acquired real-life experience during the planning procedures.

The procedures for making a good campaign plan are more complicated than I imagined. For the campaign that we were designing for the client, our group has gradually worked through to the last steps in the campaign plan. After following the 13 important steps of the process, I have learned how to do secondary research to learn more about the background of the organization, and primary research like survey an interview to discover what are the needs for the customers. Even though it was weighty work, but needed for the plan, it provided the direction for us to think about the goals, objectives and big idea. The hardest part would be deciding the strategy and tactics, because it had to be creative and work toward the objectives. It was also related to the budget and timing, which would be a limitation for the idea. Our group has brainstormed for numerous ideas, and has been editing it to make it work the best for the campaign goal.

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Measurement and evaluation

Measurement and evaluation are the final step in account planning. Establishing the measurement for the campaign helps the organization to check whether the campaign has been effective in leading to customers' action and whether they met the objectives.

As I read the chapter that talked about the important of measurement, the author gave us 3 reasons why measurement is needed for a non-profit organization: to see if the social media is working effectively, to see if the organization is getting enough profit, and also accountability, which is very important since credibility is the key for non-profit organizations to attract donors.

Social media plays a big role for an organization in engaging with customers. Measurement helps the organization to check if the social media has been effectively used. It could also help the organization to check if they have generated enough traffic and reach, to decide whether the social media strategy should continue to be used or if it needs to be fixed.

One of the strategies that I am doing right now for my campaign class is to create content on social media to increase the engagement rate. The measurement for this strategy will be seeing how much traffic the post has brought to the website and seeing how many conversations the post can bring.

#COMM 413

Primary & Secondary message

A successful campaign should provide a clear message to the audience, and helps spread accurate and detail target information of the company or organization. This would let the message stay in the audience’s mind, and motivate them to do the action that helps achieve the campaign goal.

The primary message is the statement that organizers want to accomplish through the target audiences. It should be a simple and clear sentence, and normally the primary message should be one sentence long.

The secondary messages help enrich the primary message. It can be evidence to support the primary message, like using different facts or statistics that could support the primary message.

For example, if the school wants to promote the World Kindness Day on November 13 at the campus, the primary message could be the hashtag #ExpressKindness with a short caption “World Kindness Day 2018”. To tell the audience what the campaign is about, and what people can do to be a part of the campaign.

The secondary message of this campaign could be showing the benefits of people expressing kindness to others, or an experimental research survey that shows the impact of expressing kindness. All of the secondary messages should help strengthen the primary message.

#COMM 413

PESO model

Social media has expanded from a communication platform to a diversified platform, where people can do everything online to achieve their goals, like against injustice and self-promotion, and it is the same in the business world that company could have diverse ways to promote their business online.

The PESO marketing model is a tool to help business enhance their authority. There are four media types in the model: paid, earned, shared and owned.

Paid media includes pay per click, display advertising and paid social media. It is a scalable method; the distribution is equal the money that the company put in, which also guaranteed the exposure of the message so the company can rely on it.

Earned media includes the mentions in publications and mentions in guest blogging. It helps increases the company’s authority because the contents are vouched by a third-party authority.

Shared media include referral, social media shares and word of mouth. It has high trust among the customers; people trust the review from their friend more than the advertisement.

Owned media include the blog, website, and email. It is a low-risk method that people can control the content and the use of the platform, but it takes time to build an audience that would engage with the platform.

Example

A small campaign that I am doing right now is about campus kindness. In order to promote this campaign among the campus, the method we use is paid and shared. Create a “campus kindness and coffee” event that we will hand out cookies, warm coffee, and kind note (with #campuskindness) to Drury day students and faculties. Students or faculty who receive the free coffee are going to hand the kind note to another person, to share the idea of campus kindness by action. Also, to encourage students and faculties to share their campus kindness experience by posting photos on their social media with the hashtag #campuskindness.

#COMM 413

Brand personality

An important point that I have learned over the past two weeks is brand personality. It is an indispensable part when planning a campaign. The reason why building a brand personality is useful is because when consumers establish a relationship with a brand they tend to regard the brand as an image and as a friend. The more consistent a brand personality is with a consumer's personality, the more consumers will have a preference for that brand, and it is something to which the consumers can relate.

A brand should have a unique and distinct personality to impress customers and to be distinguished from the competition. There are five core dimensions of brand personalities:

Sincerity：It means honest and down-to-earth. It gives people a sense of being harmless and humane. For example, The Disney brand is a representative of this brand personality, because it makes children and adults feel warm and reassured.

Excitement：It means spirited and up-to-date. It gives people a sense of freedom to use their own power to make a new era. The Apple brand is representative of this personality. Its products are full of imagination and people see their products as a modern trend.

Competence：It means reliable and successful. IBM is a good representative. Most offices are using IBM in their facilities because safety is more important in their field of work, and IBM gives clients a feeling of efficiency and dependability.

Sophistication：It means charming and upper class. Most luxury brands have this brand personality. For example, Cartier. Its products give consumers a feeling of delicacy and wealth.

Ruggedness：It means outdoorsy and tough. It makes people feel that the hero can always overcome any obstacle by using amazing energy at the most critical moment. Nike is a good example. It makes people feel confident, strong, capable, and successful.

#COMM 413

Key Publics

Finding the key publics for a company is very important at the beginning stages of developing a marketing plan. The key publics are closely related to the organization and have an important influence or a decisive effect on the long-term survival and development of an organization. It also plays a significant role in motivating others to join the campaign and helps the campaign to grow. When a company is developing their marketing plan they must determine who is the key publics that they want to reach which is important for strategic planning.

In order to achieve their goal when selecting key publics, they must meet several categories: 1. The objective and goal 2. Demographics 3. Self-interests 4. Relationship with the company 5. Communication Channels

For example, I am doing a project for the leadership program of a non-profit company, and the key publics would be: 1. Objective: People who are seeking to improve their leadership skills and find connections in their community, and are new to the community. 2. Demographics: Ranging in age from 25 to 45, and living in or close to the community. 3. Self-interests: Enjoy social events and activities and interested in meeting people. 4. Relationship: Informed about the new coming program. 5. Opinion leaders: Program’s Alumni and Peers. 6. Channels: Social media, and Alumni’s recommendation.

#COMM 413

Analysis methods (SWOT & 5W)

During these two weeks, I have learned different elements for situation analysis. Before planning an account, situation analysis is always the first step, because people have to have a deep understanding of the company. SWOT analysis is one of my favorite methods to start with when studying a company. SWOT is used to make an in-depth and comprehensive analysis of the enterprise and to find its competitive advantage before developing its strategy. We must discover the strengths, weaknesses, opportunities, and threats facing the company, which can help us to clearly grasp the overall situation. After writing down or collecting the information of these aspects, we can analyze the strengths and weaknesses in resources; seize opportunities offered by the environment, and guard against possible threats, and build a more suitable strategic plan for the company.

After deciding on a target or direction, 5W would be a really helpful method to continue the research process. This helps people find clues to solve the problem or to explore and organize their thoughts for the research idea. By thinking about what (What is the purpose / What is the job); why (Why do we do it/ What is the reason for us to do it); who (Who is our target / Who is going to perform it); when (When is the best time to do it/ When do we need to finish it) and where (Which platform we are going to do), it can help people think through the elements of the plan, and help us to make the plan as detailed as possible.

#COMM 413

Ad Campaign

https://www.youtube.com/watch?v=K9vFWA1rnWc

The key elements of this campaign that the company uses to reach out to its audiences are by using emotion and influence. The use of emotional appeal of this advertisement provides a warm atmosphere for its audiences, especially when audiences see the girl showed up in the school uniform, which makes audiences feel pleased and gratified.

This story tells people that helping people and asking for nothing in return is a precious quality, and your little help might be a huge need for the other, which influences people to give more to the society. In the other hands, this ad not only teaches people to care about the society but also gives audiences a feeling of humanity for the company, so I think it is a really successful campaign, pretty inspirational.

#COMM 413

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