With so many communications channels open to brands, running an integrated campaign means maximising opportunities to achieve success.
So how do you go about creating an integrated campaign?
As with all PR, content is king. Think about how the story will play out in the press, on broadcast media and across social channels.
Consider the assets you’ll need from the written word to photos and video footage. What shareable content can you take from the assets?
Think about objectives and be realistic about what success will look like to you. Have these in place and measuring the results once the campaign is complete will be much easier.
Integrated campaigns have lots of pros - you can reach a wider audience by using multiple channels and there are more touch points for the customer keeping the brand front of mind.
Factor in too, consistent messaging will build trust.
Here are a few pointers for running an integrated campaign:
Always start by setting your objectives. What do you hope to achieve from the campaign? Is this about creating a buzz around a brand and increasing brand awareness? Or do you want to drive people to site to buy your product or service? Alternatively your campaign could be linked to SEO and winning high authority links for your client. Be clear on your objectives and it will determine where your campaign heads.
Choose your channels
Which channels will you use for the campaign? This will help a brand determine the next important part - building the assets.
What do you need to make the campaign a success? If you’re working with influencers, consider what they’ll need to work with you and make sure you have the product or other assets available for them.Think about how you can work these assets across the different channels you’re using for the campaign.
What does success look like?
Always measure the success of a campaign. By agreeing the objectives at the start, you’ll have a good idea of what success looks like. Assessing a campaign will allow you to be critical of it too and identify ways you can do things differently for future projects.