On Monday, we shared with you our recommendations for getting off to the right start with your communications strategy by being prepared with thorough planning.
In the second part of our mini-series, we look at building anticipation and segmenting your audience...
Plant the seed
Build interest and anticipation so that your staff are eager to see what’s coming their way. A teaser campaign should drip-feed information on your scheme, including what it is and why it’s a great initiative for them. That way, once you launch, staff are already interested and ready to sign-up. Without preparing your employees, they’re less likely to immediately engage with your scheme, especially if they’re busy with their day jobs and are required to digest lots of information in one go.
Segment your audience
Some of the benefits you’re offering will have mass appeal but many won’t. Communication is most effective if you segment your employees by demographics or life stage. You can then explain in a tailored way why the benefits should appeal to them and make it more tangible and relatable. Once you’ve segmented, you can create multiple versions of your print materials and hold group seminars for different benefits.
Look out tomorrow for the final part of our communications mini-series, where we’ll talk about different forms of communication and keeping the momentum going.