Connect with the community
Embrace community attributes
Create a cohesive campaign
As a young agency and production company we’ve been tasked with creating campaigns in a multitude of different markets, audiences, and industries. The solution to creating effective and engaging campaigns in all of these different markets is to connect and understand the audience first. However, there has never been and never will be a perfect blue print, method, time frame or way to form a great and complete connection with the audience – not to mention the levels of audience segments within each market or industry. Without any sort of structure, creating a practical solution and successful campaign can seem like a daunting task – and it is- but it also can be a beautiful puzzle with each piece connecting and combining audience segments to create a wonderful product.
In 2015, we were thrilled to begin our journey with Georgia State University and create a campaign to help drive fan engagement between students, alumni, and new fans. In order to accomplish this and make an impactful campaign our first goal was to connect with the community. Understanding the community and audience as well as learning their values and how they interact is critical. This process varies widely from school to school and industry to industry. The most important questions that we ask ourselves are:
• Who are they? (How many segments are they comprised of, what are the age ranges, are they students or alumni, were they athletes, where do they live)
• What do they want? (Are they looking to become season ticket holders, do they like sports, do they like music- what type of person are they)
• What do they value? (Are they community driven, what are their views, are they traditional vs non traditional, what moves/motivates these people)
• How do they interact? (Where do they display their values and wants)
The second step in our mission is to embrace community attributes. So, in a sense, we take everything we learned while connecting with the community and try to prioritize and group the audience into segments based on the questions we asked. For example, with Georgia State, we learned that a majority of students were connected by Atlanta through diversity, culture, and art whereas older alumni were more connected by tradition and history. We also noticed a huge separation between alumni who were in school when football started (2010 and after) versus alumni who were students pre-football. With this information and more, we spent hours prioritizing and grouping audiences into buckets which would form the foundation of our campaign.