What are effective ways to create excitement and anticipation for a corporate communications campaign?

1 Define your goals and audience

Before you launch your campaign, you need to have a clear vision of what you want to achieve and who you want to reach. Your goals should be SMART: specific, measurable, achievable, relevant, and time-bound. Your audience should be segmented and profiled based on their needs, interests, and preferences. This will help you tailor your message and tone to resonate with them and spark their curiosity.

2 Choose your channels and formats

The next step is to decide how and where you will communicate your message. You need to consider the strengths and limitations of each channel and format, and how they align with your goals and audience. For example, if you want to create a buzz for a new product launch, you might use social media, email, and video to tease the features and benefits. If you want to educate your employees about a new policy, you might use intranet, newsletter, and webinar to explain the rationale and expectations.

3 Create a content calendar and timeline

A content calendar and timeline will help you plan and execute your campaign in a structured and consistent way. You need to map out the key milestones, activities, and deadlines for your campaign, and assign roles and responsibilities to your team members. You also need to create a content mix that balances the frequency, quality, and variety of your communication. A content calendar and timeline will help you avoid gaps, overlaps, or delays in your campaign, and keep your audience engaged and informed.

4 Use storytelling and emotion

One of the most powerful ways to create excitement and anticipation for your campaign is to use storytelling and emotion. Storytelling is the art of creating a narrative that connects with your audience and illustrates your message. Emotion is the feeling that you evoke in your audience and motivate them to act. You can use storytelling and emotion to create a hook, a conflict, and a resolution for your campaign, and make your audience care about the outcome.

5 Invite feedback and participation

Another effective way to create excitement and anticipation for your campaign is to invite feedback and participation from your audience. Feedback is the input that you receive from your audience about your campaign, and how you can improve it. Participation is the involvement that you encourage from your audience in your campaign, and how you can reward it. You can invite feedback and participation by asking questions, conducting surveys, launching contests, or creating communities.

6 Monitor and measure results

The final way to create excitement and anticipation for your campaign is to monitor and measure the results. Monitoring is the process of tracking and analyzing the performance of your campaign, and how it affects your goals and audience. Measuring is the process of quantifying and evaluating the outcomes of your campaign, and how it contributes to your success. You can monitor and measure results by using metrics, indicators, and tools that reflect your objectives and expectations.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?