Contributed by Carlee Mixon, Space Coast Chapter
In today’s dynamic and interconnected world, the art of crafting campaigns that resonate authentically with diverse audiences holds immense significance. As businesses and organizations strive to connect with people from various backgrounds, cultures and experiences, the role of an authentic campaign framework becomes paramount. In the breakout session, “How Brand Campaigns Can Authentically Reach and Support Diverse Audiences” presented by Jarryd Boyd, director of brand communications for Hinge, we dove into a powerful approach that encompasses thoughtfully informed campaigns, strategic coalition building and the art of spotlighting communities across multiple channels. Let’s unravel the layers of this framework to pave the way for meaningful and impactful engagement.
Authentic Campaign Framework
- Thoughtfully inform your campaign
- Coalition building with the right partners
- Spotlight the community across channels
Thoughtfully inform your campaign
At the heart of every successful campaign lies a comprehensive understanding of the business problem at hand. To thoughtfully inform your campaign, it’s essential to start by dissecting and defining the very challenge that your efforts aim to address. What is the business problem you are trying to solve? This fundamental question ensures that your campaign remains purpose-driven and results-oriented. Equally vital is identifying your target audience – the individuals whose lives you intend to impact. Addressing the issues faced by this audience is the next crucial step, illuminating the pain points that your campaign can alleviate. However, true authenticity stems from cultural topic research and audience research. This step involves immersing yourself in the nuances of various cultures, beliefs and perspectives, enabling you to create a campaign that resonates across boundaries. Lastly, understanding your organization’s potential impact in the context of the campaign solidifies your purpose, driving your commitment to change and making a difference in the lives of those you aim to engage.
Impact = Awareness + X
With “X” being a proved simple solution, an offer donation/grant, a new service/tool and/or connecting the audience directly with a resource.
Coalition building with the right partners
Three truths about coalition building:
- You must be open on the campaign journey
- You can’t hide from the truth (exciting, concerning, confusing)
- People with different lived experiences around the issue make the campaign better
Internally: Campaign core team (PR, creative, social impact, legal, research/data, spokesperson and production), leadership and employees.
Externally: Find and invite partners who make the campaign more credible, authentic, and louder.
Framework:
C: Companies invested in the issue
A: Agencies with relevant experience
V: Voices impacted by the issue
E: Experts leading the conversation
N: Non-profits invested in the issue
5 who’s when choosing a partner:
- WHO might be more credible about this issue?
- WHO might have complementary knowledge?
- WHO could be a great voice from the audience and on the issue (ambassador)?
- WHO could benefit from us uplifting them?
- WHO can amplify our message in a new way or new place?
Vetting checklist:
- Shared values/goals
- Positive reputation with the audience
- No ongoing controversies
- Press
- Social media
- Complimentary audience channels
- Clear campaign deliverables
“To have an impact, your story must appeal to the right stakeholder groups—and they are more distracted and harder to reach than ever before.”
-Eleanor Hawkins
Spotlight the community across channels
Build a narrative toolkit
- Simple hero messaging
- TIP: Axios’ Smart Brevity
- Most compelling data points
- Diverse quotes from different voices
- Practical, expert-backed tips
- Assorted images
- Campaign social posts
Develop a thoughtful press plan
Be unexpected. Be unique.
- Explore the angles of the issues.
- Feature story vs. first person vs. spokesperson profile.
- Where does the audience access their news? Consider going to niche outlets.
- Build in lead time for embargoed outreach and creativity.
Develop a partner toolkit
Be clear about what they can say and when to say it.
- Conversational key messaging
- Timeline
- Assets
- Tough Q&A for their audience
- Press + social media guidance
Engage employees
Employees can champion the campaign.
- Announce the campaign internal channels
- Provide employees with social posts, copy, images, or press releases for their personal channels
A final thought…
Don’t just engage the audience once.
Continue the conversation in meaningful ways.
