Leaders continue to face pressure when it comes to delivering across multiple channels. Achieving this success can be likened to building a house – the foundations are essential.
Successful campaigns are not created by chance. They are built with clarity, insight and purpose.
We’ll be looking at the parts of a campaign that are often disregarded yet are incredibly important to maximise your campaign success.
1. Clear campaign ownership
From day one, there needs to be a sole owner to be held accountable for the delivery of the campaign. This should be the case even if execution of the campaign is shared, this is because it reduces the risk of unclear ownership and mixed or inconsistent messaging given to the team.
2. Need to define roles
Any specific roles or responsibilities during the campaign need to be agreed. Providing this level of clarity upfront will allow for faster decision making. This is because if the roles and responsibilities are outlined then each member of the team know where they stand.
Organisations can use basic project management tools to map out the roles within the team. For example, a RACI matrix is used to do just this, guaranteeing the teams knows their responsibilities as well as who makes the final decisions and when there is any progress, who needs to be informed.
3. Utilising data dashboards
It is best to use tools that mean you can house multi-channel metrics in one place. Having the data under one roof allows you to access results in real time meaning that, if necessary, you can make changes to budget and copy quickly.
Whereas if you have data in different places, you must be reactive instead of proactive. As it will take longer to collate the data if it is fragmented – delaying decision making or any necessary adjustments you might need to make. An example of a unified dashboard will feature metrics such as channel metrics, donation conversion, audience engagement.
4. Optimising low-lift tools
Making the most of low-lift tools are an effective way to manage multi-channel campaigns.
There are plenty of examples of low-lift tools that you can use. For example, putting together a campaign playbook, which will allow you to define your process and strategy at the start and then it’s something that you can refer to throughout the campaign.
Linking back to our earlier comments around the importance of setting out the roles and responsibilities of the team, having shared calendars will allow you to identify any conflicts early on, as well as display any interdependencies that have happened.
Another example is always having documents such as training guides available. This is referred to as ‘documentation culture’ and allows employees to remain consistent in the messaging throughout the documents. Producing a campaign where the team are all on the same page will lead to it being a lot more successful.
Importance of getting the basics right
It’s often the case that success starts before the campaign is launched. Preparation is essential and that’s where the foundational pieces shine, they’re not necessarily glamorous but can often be the difference between chaos and clarity.
There is further insight like this in our whitepaper ‘Why multi-channel campaigns are the way forward’. To access it download it here.
