You have already done some planning last week, by identifying your campaign’s scope and event schedule. This work will serve as a good foundation for creating a communications plan, delivering 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.
Communication plan check-point
Take some time and draft your campaign communications plan. If you have already created a timeline document last week, feel free to build on that and include as much detail as you can. Share your final plan document by uploading it here.
Wow, what a week! Take a minute to reflect on your virtual work experience so far.
How are you finding the content?
Can you believe that in just a few short weeks you were able to design and plan an entire sustainability campaign along with its communications package, completely on your own? What an achievement! Take a break for now and come back in Week 4 to deliver your campaign pitch to the Inland Rail Sustainability team!