We used a ‘customer journey’ approach to map and present how a target audience will see and interact with the campaign. We took the most important target audiences and mapped out Awareness, Acquisition and Retention stages for them in simple flow charts. The team had a clear understanding as to the purpose of each communication tool; Twitter, PR, enewsletter etc.
The two year plan was then broken down into each stream of activity that showed the connections and milestones that would need to be achieved in order to deliver the next element. Crucially the plan is pragmatic and based in reality. This work has to be achieved alongside other projects by the team.
‘Love the plan, I think it looks great. Clear and very do-able’, was the instant feedback from Georgie Grant, Communication Officer at the AONB team.
The campaign will take time to get established. Some results will be immediate, others will develop over longer periods, like the connections between businesses.
Importantly we’ve helped the team establish targets, based on organic search, Google Analytics and social media usage, for them to see the difference their effort makes. This is great for the team but vital for justifying the Return on Investment to funders.
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