We’re always busy making plans, but how do you know when you’ve reached the finish line?
For any campaign to be successful, you need to set up targets and define a purpose so that internal and external teams know what everyone is collectively working towards – this is a key part of planning. Investing time into clearly defining your objectives will makes the difference between communications that drives noise and communications that creates real business impact.
So, what’s good practice for setting this up for the team? We’ve all heard about SMART goals and objectives that can be used in any life situation, but for communications objectives, here are a few suggestions.
At Sinclair, you will see that the work showcased on our website (our work) always talks about the challenge that was set by the client, how we built an approach to reach these objectives, and how we created business impact through our campaigns and strategies. Here are a few examples across industry for you to see what the business goal was and what communication objectives were set in order to create real impact:
FWD – ‘Celebrate Living’ with a unique and resonating story
Design & Architecture
JERDE – Defining ‘Experience Makes a Difference’
K11 ARTUS – Launching Asia’s first ‘artisanal home’ concept
Yew Chung College of Early Childhood Education – Boosting student recruitment from the APAC region
Tsuchiya Kaban – Establishing a luxury brand in the Hong Kong market
Singapore Tourism Board – Boosting off-peak visitors with ‘Singlish Fun’
Johnnie Walker – Expanding the brand’s demographic through social media
Always remember, setting the right communications objectives will set you up for success in meeting business goals.