How to plan a campaign? What are SMART objectives? How companies like NIKE use SMART objectives? How to start planning a campaign? What is the OASIS model?
Worldwide companies like NIKE set SMART objectives to be on the rise. It is a very effective method for companies as it helps to achieve great success and goals on the way of delivering a campaign and reinforce communications activities.
The UK government created the OASIS model for a campaign planning framework. It is a series of steps that help bring order and clarity. From the most effective way to spread a message via press or digital at no cost, to large-scale multi-million campaigns.
The Oasis model for a campaign planning starts by establishing one or several objectives, identifying who is the right audience, creating the strategy by selecting the right communication channels, implementing the actions to end scoring the results and achievements.
It is the beginning of a campaign. Without establishing one or several objectives we can go further.
How do we establish them? By making them SMART (specific, measurable, achievable, realistic, time-bound).
NIKE has a very ambitious goal-setting to further its brand. They expect each and every employee to set goals to drive the company on an upward shift.
The company announced new targets for 2011 to be more deeply integrated corporate responsibility goals into the company’s long-term growth and innovation business strategies. The targets set benchmarks to improve labour conditions in factories, create a climate-neutral company, drive sustainable product design and innovation and unleash potential by giving youth greater access to the benefits of sport.
Here is one of the SMART objectives they established:
“Improve labour conditions by eliminating excessive overtime in Nike brand factories by 2011. Excessive overtime is one of the most serious ongoing labour compliance issues the company and the industry face. Nike’s priority continues to improve conditions for the almost 800,000 contract factory workers who make the company’s products.”
Can you think about more examples like this?
Establishing the audience you want to reach is very important. Segment your audience, focus on demographic data. For example, males and females born between 1985 and 1995. Dutch and international students living in the Netherlands.
The audience must be real, this means that should be based on experiences, behaviour, emotions and attitudes. Also, try to find a relevant audience that reacts to your message, so that you achieve the objectives.
Which is the main message you want to communicate? Is there a previous strategy? Can it be improved? Are you developing it from zero? How you will create a new message?
Identify if there is a previous strategy and what went good or bad. Think rational and emotional to create new ideas and actions to take!
If you would like to learn more about strategy, read our “What is an innovation strategy and how do you develop one?”
Do you know what the ATL and BTL channels are?
ATL (above the line) is the term used for massive channels such as TV, radio, newspapers, magazines, or any printed channel and the internet. BTL (below the line) is the term used for one to one advertising, such as pamphlets, stickers, brochures placed at the point of sale and also when the advertising is placed on the roads.
Every communication channel is different from another, each has different strengths and weaknesses, different effects and demands, or even troubles when controlling the time and frequency of the message.
Think about a popular campaign. Where did you watch and listen to it? Was it on social media, outdoors, or flyers? How many times did you hear the same message? These questions will help you implement the campaign.
Everett Rogers, was a communication specialist, sociologist, writer, and teacher. In 1962 he developed the diffusion of innovations theory. This theory explains how a product or idea gains momentum and diffuses through a specific population or social system.
There are five established adopter categories:
- Innovators: People who create new ideas and take risks.
- Early Adopters: People who are constantly looking for changes and new opportunities. Mostly are people that develop leadership roles.
- Early Majority: Rarely leaders, but they do adopt new ideas before the average person.
- Late Majority: Skeptical of change. They will only adopt an innovation after it has been tried by the majority.
- Laggards: Bound by tradition and very conservative. They are very sceptical of change and the hardest group to bring on board.
The result of this theory is that people adopt a new idea, behaviour, or product.
Now it’s time to build your implementation plan!
Be realistic on the budget you have, build a time frame and deadlines. Establish with your team who is doing what, evaluate the possible scenarios and think about different solutions for the risks that the campaign might face.
During the campaign is important to know what is working well, if something must be improved, changed and if the goals are being achieved. Identify the following actions to review and evaluate:
- Input: All the activities that were sent from the inside of the company to the outside, like press releases, paid media, events.
- Output: All the activities that were done from the outside of the company, for example, the amount of coverage, frequency or exposure of the campaign.
- Outtake: What the audience makes with your communication, such as website traffic, purchases, subscriptions, among other activities,
- Outcomes: All the effects of your communication. For example, if the audience knows the message, changed behaviour, loyalty in the brand, engagement, awareness, etc.
- Impacts: the results that your communication brings (reputation, the value of the company and the impact of your campaign).
The OASIS campaign will help you plan a successful campaign to achieve your SMART objectives. Start planning your campaign following these steps and share with us your experience!
To learn more about the SMART objectives read our blog about What is an innovation strategy and how do you develop one.