Campaign recipient management overview
When planning a campaign programme, it is important to consider how the services being promoted by the housing organisation fulfil a particular need or solve a problem for tenants and other stakeholders. In identifying the target audience for a specific campaign, potential candidates should be considered based on two key criterion: (1) those contacts who would be potentially interested, and (2) those contacts who might benefit from what is being offered. Demographic information can also be used to define particular cohorts, such as age, gender, location, ethnic background, marital status, income, etc. Typically, contact records will be automatically included within one or more campaign initiatives by virtue of matching segment criteria. However, routine customer engagement may identify a further target, outside of the original catchment, as a suitable candidate for the campaign. In such circumstances, a housing officer or call centre operator can assign them to the campaign manually, capture their initial response and then, for a positive outcome, proceed through to an associated questionnaire, where applicable. When choosing to include a contact in this way, system validation rules ensure that only campaign definitions to which they are not already linked will be available for selection.
Each campaign will include any number of communications - campaign messages - that will be dispatched as part of the wider customer engagement programme. Naturally, not all communications will be suitable for all members of the audience segmentation and so the end user is able to control which communications are relevant, based on the outcome of each contact's invitation to respond. Communications can be triggered for one of three 'outcome' states: No Outcome - the communication may be dispatched without formal consent from the contact; Positive Outcome - the communication is relevant to any contact who has accepted the opportunity promoted by the campaign; Negative Outcome - the communication is relevant to any contact who has declined the opportunity promoted by the campaign. All personalised communications sent to each contact can be easily tracked.
There is no limit to the number of campaigns to which a contact can be included and the system maintains a status summary for each in a single repository. However, consideration should be given to maximising the output of the campaign through selective targeting and not antagonising recipients through messaging overload.
Separate help articles have been created for each key aspect of campaign recipient management, including: