Three C’s of Strategic Campaign Development
Successful strategic campaign development requires a deep understanding of your target audience – one that goes deeper than knowing their buying habits or basic preferences.
This is why our Intrinzic team brings the same approach to strategic campaign development that we bring to building a brand: we start with questions and conversations meant to uncover shared goals and reveal opportunities that will inspire action among your target audience.
Building a compelling marketing plan for your campaign requires that you deeply understand the audience you are trying to reach. It requires digging beyond basic habits or interactions. You must understand their values, what influences them, and where they engage most often. By going beyond basic demographics to uncover more nuanced feelings and motivations, you get a better sense of how your audience moves through their decision-making process.
Once you’ve collected these insights, overlay them with your brand’s: what your organization values, key business goals, and how you can best engage with these audiences. Connect the dots, find the shared insights and common threads that flow between audience and brand: these are the lines to nurture and focus on during your strategic campaign development process and building out your marketing plan.
Our three C’s of Strategic Campaign Development
CONVERSATION
We’ve said it before, and we’ll say it again: ask questions and actively listen to the answers. Not simple questions that beget one-word answers, but open-ended ones that invite a longer reply, the kind that turn into insightful conversation. The goal is not to assume that we, as marketers of a brand, already have the answer. Rather, the goal is to listen, to understand on a deeper level what an audience values or gets frustrated by, then look at our brand to see how it can support these values or help alleviate a challenge.
COMMONALITIES
The best thing about engaging in conversations is discovering commonalities: common hobbies, common passions, common values, common pain points. These connections, though they may seem minor, are the glue that binds us—as humans—to one another. When something we value is reflected back to us, we feel seen, heard and acknowledged.
By overlaying audience insights with brand insights, we begin to connect the dots between what customers and businesses share, including values, beliefs and opportunities. We find more insightful and authentic ways to connect with the audiences who will naturally be more receptive to what the brand has to say.
CHANNEL STRATEGIES
With so many potential channels and media sources in our world today, it’s easy to get lost in churning out posts designed to please algorithms. Our approach takes a broader view: considering the full customer journey: from initial awareness of a brand through to a conversion event. This is a multi-step process, a story that unfolds over time, syncing brand tone, timing of messages, and preferred media platforms that will more effectively activate audience engagement. channel strategies that will encourage real engagement.
By collecting and connecting the insights gathered from our 3 Cs, we have the insights needed to build strong strategic marketing campaigns and the tools necessary to ensure that targeted messages appear in relevant channels.
