Reaching Your Audiences National Housing Conference Spring 2019
Stakeholder Mapping Is The Critical First Step Prior To Conducting A Digital Campaign Illustrative Mapping Stakeholder Mapping Government Media Until you identify key • Federal • National stakeholder details, you can't make smart decisions – Congress • State about digital platforms and – Administration • Local audience targeting. • State • Trade Stakeholder mapping lets you know: Stakeholders • Who you are trying to Policy Public reach Influencers • What your audience • Think tanks • Constituents cares most about • Opinion • Grassroots • How to most effectively leaders groups reach them • General public 1
Digital Campaigns Are A Key Part Of The Communications Toolkit Type of Ad Buys High Digital campaigns Audience Sophistication can be: • Highly customizable • Cost-effective • Tailored to sophistication of target audience Low Low High Cost 2
Digital Channels Allow For Granular Targeting And Real-Time Content Optimization Audience Targeting Content Optimization • • Digital advertising Digital platforms allows for granularity When combined, provide near-instant targeting and in targeting feedback optimization turn • • Digital platforms allow Digital campaigns can digital you to reach a wide be optimized through advertising into a range of audiences A/B testing nimble and • results-oriented • T argeting allows you to Constant feedback communications tailor content allows you to refine platform and improve content 3
Executing Targeted Digital Advertising Can Support And Amplify Outreach Efforts To Desired Audiences Facebook YouTube Twitter Google AdWords Purpose Purpose Purpose Purpose • • • • Convey whole Explain issues or Boost engagement Reach audiences thoughts and share stories in an using relevant searching for messages engaging way hashtags, specific topics graphics, or interactives Reach Reach Reach Reach • • • • Great for reaching You can reach a Good for directly Allows you to broad audiences broad audience or contacting reach broad and grassroots; target grassroot lawmakers, audiences who are used for driving audiences reaching reporters, interested in a petition signatures and engaging with particular topic influencers 4
Define Your Metrics Of Success Before Executing A Digital Campaign Potential Metrics • Impressions • Engagement with posts – Engagement rate (likes, RT , etc.) Together, these measures – Click-throughs of efficacy and success – Average cost per click will allow you to – Engagement with graphic or continually refine tactics and implement feedback interactive (if any) in real time for the best – Engagement rate outcomes. – Conversions • Hashtag usage • Number of grassroots/grasstops engagements 5
Using Metrics Can Help You Continuously Optimize And Track The Success Of Your Campaign Prepare Activate • Identify desired engagement • Begin digital campaign and metrics test core messages with low- cost social and digital advertising to gauge audience interest and engagement Impact • Use metrics to Evaluate • gauge Assess and record pre- effectiveness and determined metrics adjust accordingly Refine • Use metrics to gauge effectiveness and adjust accordingly • A/B test everything so you can optimize the campaign 6
HPS Executed A Grasstops Digital Campaign To Drive Action On Budget Priorities Situation Our Approach Impact President Donald Trump's first HPS developed a campaign Ultimately, members of the House budget proposal dramatically designed to focus resources on a and Senate Appropriations slashed foreign aid and targeted set of members, both Committees declined to take up the development assistance, a crucial while they were in D.C. and back president's budget, and appropriated diplomatic and humanitarian tool in their districts over the summer a satisfactory amount for the fiscal for the U.S. government and recess. year. NGOs. • Targeted digital campaign: The digital campaign, complemented HPS was retained by the ONE Zipcode-level digital targeting by government relations efforts, Campaign and a coalition of across multiple platforms, generated significant interest in international development groups paired with compelling calls-to- districts and in D.C. over a two-month (Investing for America) to develop action and message testing period, including: and launch a grasstops digital and optimization • 11,011 calls to members of campaign that encouraged local • Patch-through call program: Congress constituents to call or email their Daily activation of unique • 4.7 million impressions on digital member of Congress and constituents in target states ads advocate for the importance of and districts, including foreign aid. • 29,914 clicks to the coalition preparation with key facts and website messages • 36,121 engagements with coalition social content 7
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