To wrap up this task, bring your ideas together and produce a campaign poster that combines your chosen colours, image, and fonts with the Inland Rail logo and the text you have written in your previous check-points.
Think about arranging these elements in a balanced and visually appealing way on a single A4 page, either in portrait or landscape orientation. To give you a bit of context, this is the poster you would send out to campaign participants and partners to generate excitement prior to the launch. You are also planning to print it out and pin it to internal notice boards to raise general awareness of the campaign, so it’s not a digital-only asset.
You can use Canva to make your poster, either from a template or from scratch.
Check out some campaign poster tips and examples here.
Once you've done that, think about how you'll reach your target audience
A communications plan outlines how you will deliver the right content, to the right people, at the right time, and through the right channels. Here are the steps you will need to take to devise an effective communications plan:
- Go back to the timeline of your campaign activities
- For each event or activity, answer the following questions:
Do I need to schedule something prior, during, and after this activity?
What type of communication would I need to send out and through what channels? For instance, we’ve already talked about an internal email and a poster to introduce your campaign’t purpose and promote its kick-off event, but you may also consider putting together a photo series that counts down the days until your campaign launch and release them on Instagram. This is also a perfect opportunity to unveil your campaign hashtag.
- Decide whether there are any communications going out during the campaign “rest days” – what is the maximum number you would reach out to your audience per day (or per week). Be mindful about the balance between sustaining a steady communication flow and oversaturating the channels available to you. To avoid oversaturation, consider using different communication types, such as long- and short-form; text-, image-, and video-based messaging.
- Go out with a bang: dedicate as much attention to closing off your campaign as you did to generating initial interest. Extend your communication plan beyond your wrap-up event and send a follow-up thanking participants for their time, summarising the outcomes, and asking for feedback.
If you have already created a timeline document in Task 1, feel free to build on that and include as much detail as you can.
To help you along, we've created a Communications Plan template, which you can access on Page 8 of your Memobook.