It’s no secret that people like to be safe and healthy. It’s why companies invest time and resources creating regulations, policies, procedures, and solutions to keep employees and customers safe.
Let’s say you’re one of those companies. What’s the best way to promote all your hard work? How do you let your employees or customers know you have their well-being in mind? Increasingly, companies are relying on “awareness” campaigns as an extremely effective way to get the message out.
You may be wondering, does my business really need to undertake such a task? Isn’t this only relevant to industries that are regulated and required to perform public awareness campaigns? While traditionally this has been true, there is an increasing trend of companies choosing to educate their employees and customers about the safety, security, and best practices of their products, services, and operations.
For instance, you may have noticed that many e-commerce companies promote the behind-the-scenes work they do to protect against online threats. Insurance companies put the customer in the spotlight by highlighting the benefits of safe and responsible driving. And airlines promote the safety of their fleet as a way to win a traveler’s trust. A successfully run awareness campaign helps these businesses keep their audience informed, improve their public image significantly, and establish themselves as a leader in their industry.
Sound like something you could benefit from? Here are 5 tips to get you started:
Begin with a strategy
You should treat an awareness campaign like you would any marketing campaign. Start by establishing who your audience is, and determine goals and how you will measure those goals. Determine the best way to reach your audience and convey your message. Finally, define a timeframe to measure your success and the areas that will serve as benchmarks for reflection and adjustment. Doing so will give you the best shot of getting your message heard, and if necessary, you can make informed adjustments.
Talk to the person, not the insider
While it might be tempting to go into great detail about an amazing technical process you’ve pioneered, remember your audience may not have the time, energy, or expertise to understand all the details. Effective messaging is concise and easy to understand. Be complete in your message, but don’t turn people away by asking them to make a commitment they did not ask for.
Health and safety topics have a stigma of being boring and dry. But it doesn’t have to be this way. Any kind of message can be made engaging without sacrificing its importance or urgency. An animation is a great tool for visually representing a complex topic in an interesting or stylized way. After all, viewers are more than twice as likely to engage with a post that features some kind of movement. If you’d like a great example of this, check out this short animation we created for a regional utility addressing one of their key safety priorities.
Walk the talk
The intricacies of your campaign should be well-documented in your company’s culture and readily observable from the outside. A campaign could fail if your viewers either can’t believe the message or can use your actual practices as a way to delegitimize your message.
Before you invest any money into a campaign, make sure your internal culture, your practices and procedures, and dealings with the public support your awareness message. For instance, if your message is all about safety, but you are consistently dinged by regulators, your message will come off as hypocritical. Avoid wasting money on a message no one will believe and focus on improving your practices. Once the internal problems are solved, then go external with an awareness campaign.
Support your audience
Naturally, people will want to learn more after engaging with your campaign. Having additional resources on these topics creates a resource center that customers can come back to for clarity and further insight. Having dedicated web pages to the campaign is a great way to establish a deeper, more trusting relationship with your audience.
Remember, it pays to be safe and healthy.
How does your own messaging measure up? When you take the time to execute a well-crafted awareness campaign it can create real value for your business and forge lasting relationships with your customers and employees.