This week I’ve been thinking about how we define success in our communication campaigns.
A successful campaign is one that achieves its objectives. This emphasizes the importance of thinking about evaluating our campaigns when we are in the planning stages. One of the companies for which I’ve done consulting work is often so busy trying to align campaign objectives with their strategic goals (because this alignment makes the board happy) that they don’t always think about aligning the outcomes. Thinking about desired outcomes very early in the campaign design process seems essential for reaching those outcomes.
Sure, we have great art, and maybe we have a fabulous story to tell, but to what end? What do we want the audience to do?
At the outset of campaign design, I like to list my desired outcomes across a page and then brainstorm ways that those outcomes can be measured. Thinking about the evaluation of the campaign at this stage helps me to hone my messages and keeps me focused. Here’s an example of my outcome and measurement brainstorming: