Planning your PR and marketing campaigns for 2019? AM+A Marketing and Media Relations has picked up two awards in 2018: the Campaign Challenges Award at the PRCA Dare Awards and the Arts, Culture or Sport Campaign 2018 at the CIPR Excellence Awards – both were for its work on the Paisley UK City of Culture 2021 campaign.
Here, the agency’s managing director, Frank Marr, reveals seven tips for creating an award-winning campaign, from developing a cross channel strategy to improving your web ranking.
1. Campaign Creativity
The most effective campaigns are often down to the creative process. Ideas can come from anywhere and anyone. Once an idea is there it’s just a matter of strategically managing it. Using creativity to build brand stories and memorable content is a key way to entice your customers.
2. Campaign Strategy
It’s vital to have a clear outline of how a creative idea can be brought to life – whether it’s the development of a new product or a seasonal celebration. You should always start with a timeline of asset creation, media communication and which platforms you need.
3. In-house & Freelance Team Assets Creation
Decide which assets will be required from an exciting video and imagery to infographics and promotional material. Consider cross-platform social media material, signing up influencers and managing data capture with tracking links.
4. Improving Web Ranking: AdWords & PPC
If the creative campaign focuses on a new package, there are often opportunities to get a competitive advantage by reviewing low performing or non-existent AdWords. Look at how your organisation can boost its web ranking by creating new search engine terms.
5. Press Office, Contacts & Media Trip Programme
Whether you’re planning a short campaign or a 12 to 24 month promotion, communicating the right messages to gain the media’s attention is key. Make sure you’ve planned your media lists, media assets and a campaign timeline. If you’re doing a product launch or exclusive event, make sure you get the media to the right place at the right time, considering when you want the publicity to appear.
6. Social Media Campaign & Owned Online Content
Find stories around your campaign that aren’t necessarily commercially oriented but do create a story that benefits the reader. From your owned content, you can implement a strong tone of voice on social media, engage with influencers and promote campaign messages. Pre-plan your budgets for targeted posts, core target audiences and geo locations.
7. Sales & Results
Measure Google Analytics, monitor online engagement and tweak content as you go to maximise brand reach and monitor the scale of publicity.
Ready to make an award-winning campaign? Find out how Vuelio can help.