IMPACT’s five pillars for building an integrated campaign
15.02.2024

Thanks to social media and advancements in digital PR channels, there are more platforms and opportunities for organisations to speak to audiences than ever before.  

This week’s Superbowl saw brands forking out up to $US7 million for a 30-second commercial spot to access the more than 100 million US viewers during the game’s broadcast. But these ads don’t stand alone. 

The challenge is creating consistent messaging across platforms, while delivering a seamless experience for your audience, and strengthening your brand. An integrated communications plan will provide the blueprint for companies to do this effectively.  

To make sure your plan is set up for success, we’ve listed the top five fundamentals you need to consider. 

1. Establish a strong foundation  

Before mapping out your communications strategy, having a laser focus on your exact target audience and business objectives is crucial. What is it that you are trying to achieve? What problems are you trying to solve? 

Having an in-depth understanding of who you want to talk to, as well as their behaviours, will support your objectives and guide activity and investments into specific channels.  

For example, not only is it important to consider factors such as age, gender and location but also diving into habits such as shopping and media patterns will provide richer insights to guide the plan.  

Need help developing your communications plan with a competitive edge? Read our media benchmarks blog to get started.  

 2. Nail your messaging  

A memorable campaign relies on the power of words. Nailing who you want to talk to and what you want to say are the two most critical components of an integrated communications strategy and must be clearly established before embarking on the tactical approach.  

Undertaking a communications audit will help you form a baseline of what messages you currently have in market versus your competitors.  

Once you have this overview, you can develop your messaging to ensure they support your objectives, are captivating for relevant audiences and are aligned to your brand today. 

3. Connecting the dots: your campaign’s roadmap to success 

An integrated communications plan incorporates the needs of different stakeholders. A successful strategy should create synergy across different platforms without compromising on message cut-through. 

Whilst the ‘red thread’ of brand values should be clearly present, this does not mean your messaging should have a “one size fits all” approach to each platform. From a TikTok video to a media interview, communication approaches should feel authentic and purposefully designed for their platform. 

4. Go live in 3, 2, 1 

Now it’s time to execute; this is where the integration magic happens! 

Consider the entire marketing mix when you’re setting timings, particularly if it’s for multiple channels. Is there is a launch brand activation or are you building buzz in the lead up to an event? Consider the time of day or week that will deliver the best engagement and the frequency of your communications.  

The recent Duo Lingo Superbowl campaign is a great example of a brand utilising multiple platforms to ‘build the story’ whilst engaging different audiences at each touchpoint.  

From the brilliantly considered five second commercial spot, to the hilarious partnership content with Dr Miami, Duo Lingo successfully caught global attention through a series of carefully crafted media moments across multiple platforms appealing to different audience groups.  

Timings also play an important role in elevating the execution with expertly timed app notifications from Duo Lingo to existing users during the five second TV ad.  

5. Measuring success 

Monitoring metrics, such as return on investment (ROI), engagement rates, and web traffic, provide invaluable insights into the performance of a campaign. Set the metrics based on your objectives and track throughout the course of the campaign. 

Monitoring the multiple channels identified in your integrated campaign also provides the flexibility to upweight performing channels and activity and tweak while in market to support the overall objectives.   

Need help to level up your communications plan? Contact Nicole at nicole@impactagency.com.au 

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