Campaign management overview
Although the appearance and inherent goals of a campaign can vary greatly, the essential building blocks of a successful campaign remain the same. It is widely acknowledged that a solid campaign starts with intentional planning; knowing very specifically which customers will be targeted and what challenges the campaign might help them to address; what tenants need the most help with and how best to engage with them; the types of content that are most likely to capture the attention of the intended audience. It is important to ensure that campaigns are launched correctly, exploring ways of bringing greater visibility to the benefits of the campaign. Each piece of content included within a campaign should support and relate back to a specific theme. As there is no limit to the number of campaign definitions that can be created within Civica Cx Housing, an individual campaign can hold quite rigidly to its core message, aims and expected outcomes. The importance of measuring and assessing the performance of each campaign should also not be overlooked, ensuring that subsequent campaigns led by the housing organisation will be equally effective. Progress should be measured at each step of the campaign, and not just at the very end. That way, improvements can be incorporated along the way, especially where respondents have perhaps been confused by particular messaging, or the percentage take up during the early phases is significantly lower than expected.
Customer engagement is at the heart of the campaign management process, and central to its success is the need to deliver the right message, at the right time, to the right audience; thus, nurturing an effective, ongoing dialogue with tenants through a complete interaction history. Managing the entirety of the campaign's logic through audience segmentation, contact exclusion rules and progressive communication messaging, as well as the ability to reuse - clone - a campaign's framework for subsequent campaigns, are all fully supported through Civica Cx Housing. Tracking and honouring customer communication preferences is also an integral part of the process.
Separate help articles have been created for each key aspect of campaign management, including: