I know it's still summer, but it's time to ramp up your awareness campaign for the fall. It's an important time for edtech companies because they have to reach administrators and get a spot next year's budget. Fall is also busy for ed nonprofits, because of upcoming campaigns like Giving Tuesday and holiday campaigns.
Brand awareness campaigns are designed to get people's attention, and just as importantly, lead capture. Here are the most important components of successful awareness campaigns:
1. Goal - Yes, we're going for awareness. That's a little vague for a goal. Let's say it's a social media campaign. You could aim for new followers, shares, or email signups, depending on what your call to action was.
2. Education - This will help you find those that you should target with other campaigns. Grabbing attention and educating people about the problem you're solving helps them decide whether they want to stay engaged with you.
3. Engagement - Telling personal stories about those who have benefitted or very specific problems you've solved draws people in further. Now they're ready for your call to action.
4. Call to Action - Although it's "just" an awareness campaign, it's still important to strike while the iron's hot. Ask them to sign up for emails, download a white paper, or follow you on social media. Now they're interested and want to stay in touch with you, which is prime for building a relationship.
5. Measurement - Connecting data to your goal is the only way to know if the campaign was a success. Back to the social media example...People liked it (yes! good job!). How many people took the action you asked them to take? Every campaign is a learning experience, so at the very least that's what you'll gain.
I hope your next awareness campaign helps you spread the word on what your amazing organization is doing!