Questions to ask yourself
What are you trying to achieve, what can we measure that will indicate that you have achieved it?
What is the end goal? How can we create a tangible outcome which everyone involved in delivering the comms can understand and can have clear measurement post communication?
Are we targeting the right person and the right audience that actually have the ability to complete the objectives that you are asking? Are we communicating to the audience a message they can understand and can take action upon? Is it relevant and in their language?
What is the best solution for that specific desired action?
If you don’t know what the solution is, you are not digging enough in to the why. Research around the front end is essential.
Key Takeaways for Identifying the WHY
- Set the benchmarks
- Define the outcome - ROI target
- Develop a ‘true’ brief
- Establish the format
- Measure the change