The signs of a good campaign
29 June 2015, Blog
Following JBP’s recent PRCA award win for the best public sector and third sector campaign for their communications programme to support the £45 million transformation of Bristol’s iconic concert venue, Colston Hall, Catherine Frankpitt takes a look at what makes a good campaign.
A good name
Every campaign needs a name that is memorable and meaningful to the people that you want to engage with – media, politicians, the general public or whoever. The name should provide an instant snapshot of what the campaign is about and you may even be able to make it a call to action. It needs longevity too, to remain relevant for the duration of the campaign.
A compelling argument will bring buy-in
You should set a clear and measurable target at the start of your campaign, and this should then be backed up with a compelling argument to support that target.
In the case of Colston Hall, their target is to raise £45 million by 2017 to transform the Hall. It’s an ambitious figure, but they have a series of compelling – and, in this particular case, emotive – reasons why it must succeed.
Know your audience
Who do you want supporting your campaign? Make sure your campaign messages strike the right note with the stakeholders you wish to engage with.
Are there a small number of key individuals whose support early on would really boost the campaign’s profile? If so, do your research to find out what is going to float their boat before approaching them. Media, celebrities and politicians are constantly being asked to become ambassadors for this or that cause, so if you want them to support yours, you need to show them why.
Having a measurable target will help you to monitor progress and keep your campaign on track, but you also need to make sure your goals are realistic. Ambitious is good – if it’s too easily achieved people won’t buy into it as a credible campaign. However, a goal that is away-with-the-fairies unachievable is equally un-credible and no-one wants to support something that they think is going to fail.
It’s a good idea to differentiate your campaign from your organisation’s everyday communications and marketing. Create original branding to make it stand out from your regular activities, whilst reflecting your usual style guidelines so that there is a clear link.
Ensure the campaign has a good presence on each of your communications channels and make it as easy as possible for people to support it.
Enjoy the rollercoaster
Delivering a successful campaign can take a lot of time and energy but, if you achieve your target then you have real tangible success to shout about. Throw yourself into it and enjoy the ride.