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This Task will be all about bringing ideas to life through efficient, thoughtful communication and marketing strategies.

In your previous Communication and Sustainability Cadet task, you put together an action plan for a sustainability initiative for Inland Rail. Now it's time to get your initiatives message across by designing a campaign and communications strategy.

Get people excited and on board in the most straightforward, engaging, and memorable way possible.

Task overview: Develop a campaign communications package, including internal communications (emails, campaign taglines and posters) and public communications and outreach (e.g. social media posts, hashtags, video upload schedule).


                           The role of language

The first element of your campaign you need to consider is language.

Language is a powerful marketing tool. Understanding the nuances of words and how to adapt them to your target audience can make or break your campaign.

Keep it accessible; build momentum for events; and generate excitement.

So what factors should you consider in choosing your campaign's language...?

Message and audience

Consider tone and content.

  • Are you trying to come across as serious or playful? Is it appropriate to make jokes?
  • Do you need to include research data or some stats? Is using a personal example a good idea? Will the campaign participants get a particular cultural reference?
  • Do you include jargon or avoid it? What about colloquialisms and slang? What is the required level of formality?

One thing you will definitely need to keep in mind is how much explanation your campaign’s purpose needs depending on the intended audience. Communicating it internally, likely to a group of people who are already at least somewhat familiar with the general topic, will be different to raising awareness about it externally, to the general public, where the levels of relevant knowledge will vary.

You may also want to account for the average age of your audience and tailor your language accordingly. For instance, the use of hashtags may seem natural to younger generations, but they may seem bizarre to those who are less familiar with the internet culture. Similarly, hashtags may be considered inappropriate and out of place in more formal communication contexts.

The 4 key features of efficient communication

Even though the message and the audience will be different depending on the situation, features of efficient communication remain the same: you need to be clear, concise, compelling, and consistent.

Let’s unpack this.

  • Clarity of expression ensures that your message is accessible and easy to understand. Write as simply as possible for your selected topic and avoid using unnecessary terminology and excessively “flowery” language. 
  • Keeping your communication concise means that you won’t lose the attention of those you are trying to reach. Try to avoid redundancy and long and complex sentences.
  • Trying to make it brief, however, doesn’t have to come at the expense of conveying your message in a powerful and articulate way, using vivid and compelling examples your audience can relate to. Just make sure you are not overdoing it and stick to one memorable example or statement, as it will make them stand out more. 
  • Finally, when it comes to consistency, it’s important to keep your key messages the same across different communication channels to create a cohesive narrative around your campaign. For example, you may want to identify a few key words or phrases you would want to carry through your entire communications package. Another way to ensure consistency is to create a tagline to be used across your communication assets (emails, posters, website posts, etc.) and/or a dedicated campaign hashtag for social media channels.

So, to sum it up, the best way to approach your campaign communications is to keep them short, sweet, and simple. That way, your messaging wouldn't provide necessary information about and build excitement around the campaign’s events and activities without taking up too much time or being confusing to the participants.   

Campaign language check-point 

It’s time to draft some communication assets for your campaign.

Head to page 6 of your Memobook 📒 to record your answers.

1. Keeping the advice on campaign language in mind, draft a short communication asset (e.g., an internal email) to introduce your campaign’s purpose and launch event

Extra resources and email drafting tips:

Create a call to action

The importance of subject lines

General tips

2. Now let’s work on ensuring consistency of your messaging across different media and communication channels by creating a tagline and a hashtag for your campaign.

Tips for how to create a tagline

Download resourceDownload resource