How to implement a holistic campaign:
To make a campaign look seamless on the outside, effortlessly engaging with multiple consumers or audiences at different entry points (customer-touchpoints), it is essential to design and plan with the companys' processes and systems in mind, streamlining the build and delivery for the 'brands' people (employees, suppliers, audience and external advocates), and cross-departmental communications.
Holistic Marketing = Marketing experience + Systems thinking + User Design + Agile Project Management
Simply put, the organisation needs to be in many places at the same time to reach individual customers – making it look simple, consistent and seamless across all the customer touchpoints.
Working with Clients
How I work with clients varies depending upon what stage I am brought into a project, and what the client’s objectives (vs what they need) and their desired budget. However it varies, if executing a campaign from start to finish or, integrating social and digital capabilities into an active campaign, we can use the framework below as a basis for design, strategy, delivery, and communication.
My process is adaptable, agile and often overlaps throughout the stages (see below), depending upon the initial objectives and the results produced in the initial two stages (Research and Analysis, and Strategy and Planning) and the collaboration and directive input from the client.
'Internal' )left axis of diagram) refers to in-house work and communication within an organisation. 'External' (right axis) refers to customer-facing media touch-points and sales.
The 'Client' (top level of diagram) refers to client involvement and touch-points within the business.
'Action Phases' (bottom tier) refer to the key stages to run a smooth holistic campaign intertwined with and working alongside the client's business model.
There is a detailed linear description of how each of the Action stages works, beneath the diagram.
Holistic Marketing Lifecycle of Process
Stage 1: Research and Analysis
SCOPE INVESTIGATE COMMUNICATE INSIGHT
Stage 1 focuses on gathering the big picture information, data, research and examples – gaining a holistic view of the lifecycle of a business or project initiative to understand and assess its full nature, dependent upon the requirements.
This can include but be not limited to: the current market and industry climate; evolution of the present business model in response to this; past, present and planned resources and outcomes; digital and analytical data; sentiment market research; previous misdemeanours however minor (for social and PR purposes), the mechanics of the sales process; current target audience; and any other impacting factors, internal or external. This is also where cross-departmental communication is essential, for example, 121 interviews or workshops; stakeholder opinion and chain or responsibility could be required.
This stage is crucial as it helps outline the brand culture, values and identity that will feed directly into the creative direction and design of strategic elements, it also lays the foundations for on-going work.
Stage 2: Strategy and Planning
DESIGN INTEGRATE BENCHMARKS RESPONSIBILITY
Stage 2 focuses on using the results and evidence gathered from Stage 1 to create an actionable, time-managed strategic plan that works with company procedures and stakeholder timing and responsibilities. Metrics are built into the strategy at this stage to ensure they are consistent with the objectives.
Stage 3: Creative, Design & Build
DEVELOPMENT TRAINING COMMUNICATION TESTING
This stage pulls it all together. Creating all copy and the physical identity in media, materials, content; unifying all company information across all platforms, transferring the company culture and methodology into a strong brand language in all its forms. This phase transitions between stakeholder management and training, and implementation.
Stage 4: Implementation and Delivery
COMPLETION TRAINING STAKEHOLDER FEEDBACK SUPPORT
This stage delivers all our collective hard work, implementing the strategy, content or communication objective designed and built through the previous stages. This is where social communications are active; advertising, PR and direct marketing are started and measured; Partnerships are developed; monthly metrics reports created. This is the only stage that requires a minimum set amount of time of 3 months. This is to allow enough time to create and review activity.
Stage 5: Measurement and Monitoring
DEVELOPMENT REVIEW RETURN ANALYSIS
This stage is where we refer back to the objectives set out in Stage 2. Working closely with the client we collectively review and present results post Stage 4; identifying key success points; stakeholder feedback; updating and adapting the strategy based on data produced; returning back to the start of the Holistic Marketing cycle to start and adapt again.
If you want to know how it can make it work for your business contact me to discuss your project or business.
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Kathryn is a Digital Marketing and Communications Specialist with 14+ years in the industry working with SME's and individuals, to corporate and public sector organisations. She is also a mum and one of the pioneers of holistic marketing - digital, consumer convergence. and practical management.