How to Raise Awareness

Redbird follows a step-by-step process to raise awareness of health marketing projects – like we did for the Signs of Stroke campaign, pictured above. If you're not ready to work with a marketing agency, you can follow these steps yourself for a comprehensive marketing campaign plan.

Step 1: Briefing

Start by gathering as much relevant background information as you can -- identify your target audience (demographics and psychographics), and determine what, if anything, they already know about your product or cause. Now decide what else they need to know, and why it matters to them. Identify the scope and parameters of the project: the geographical area, the timelines, and the budget. And write down your wish list of desired outcomes.

Step 2: Brand Workshop

Assemble your internal stakeholders for a few hours to gather competitive marketing intelligence, identify threats and opportunities, and establish some common expectations for the brand. Talk about the brand personality you want to create, and the promise you're making to your target audiences.

Step 3: Primary Research

Do some primary market research to benchmark the perceptions and beliefs of your target audiences. This might involve an incognito scouting tour, an online survey with an incentive for completion, guided focus groups, or statistically significant quantitative research. Know your limits. Do-it-yourself market research can send you down the garden path if it’s not properly designed.

Step 4: Secondary Research

Don’t forget the secondary research – a scan of the literature and the internet to identify competitive products, similar marketing situations, best practices and environmental influences such as legislative, technological and socio-economic conditions that may affect your campaign's success.

Step 5: Marketing Communications Plan

Now it’s time to write the marcom plan. State your objectives, describe your target audience, and identify the key issues that emerged in the workshop and the research. Decide on marketing strategies that will let you address the issues and achieve your objectives. List the online and offline tactics, including owned, earned and paid media, which could be used to realize the strategies. And identify costs and timelines required to execute the plan.  

Step 6: Creative Concepts and Executions

Once your marcom plan is approved, you can reassemble the group for a creative brainstorming session, and come up with headlines, slogans and visual ideas that will make your strategy sing. Dig deep! Chances are your first few ideas have been done before, so wait till you’ve got something relevant, memorable, ownable and fresh. Tip: for better brainstorming, have people bring their ideas on a sheet of paper and submit them anonymously before the discussion begins. That way the introverts contribute as much as the extroverts do, and having the boss in the room is less intimidating.

Step 7: Results

To evaluate the success of your campaign, make sure you assign metrics to every tactic. It might be Google Analytics, before and after surveys, A/B testing, media coverage or coupon redemption at the point of sale, but you need to know what's working and what isn't. Measure it, track it and analyze it, so you know what to keep and what to change as the campaign continues.