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Campaign Details

Discuss about the Strategic Communication Campaign for Society.

writing and then according to planning, communication strategies are implemented(Eder, 2007). The structure followed in Strategic Communication involves strategic planning which includes corporate communication, relations with the Government, Society, Community, Investors Strategic Communication can be defined as a branch of study which deals within which maximum effective manner the individuals and the organizations communicate and use different types of media to confer their functions intheir Country or globally(Halloran, 2007). Public Relations( P.R.)is one of the key elements of strategic communications and it is the study regarding the manner by which the individuals and organizations can  influence the perceptions, opinions and the behavioral patterns  of key publics which includesConsumers/ Customers, Government, Society, Community, media and so on.The operational procedure of Strategic Communication involves strategic communication planning. The steps of planning are researching, writing, editing and final, Public Relations, marketing communication and internal communication.A communications plan involves media activities, internal and external communications, organization's priorities, targeted people (audience, viewers) and all the resources of the organization(Zerfass A. , 2008). The scope of this essay includes strategic communication campaign for IKEA and its analysis thereof. 

Campaign can be defined as an aggressive series of activities with an objective or objectives towards the targeted people (consumers, Government, media, society, community and others) as discussed above(Ham, 2008). Campaigning may involves advertisement through media including television, radio, print media, digital media,in some cases road campaign also happens. The motive of campaigning is to influence the concept, opinion and finally the behavioral pattern of targeted people in favor of the campaigners. The scope of this essay analyses the case study of ‘IKEA the Swedish furniture giant’.

IKEA is a retailer that has adapted itself to the rapidly changing world. Currently it works on multichannel distribution and communication strategy. IKEA wants to reach manyconsumers on each local market. IKEA uses various channels outside the store to explain its offer, maintaining customers’ requirements (Linke, 2012). The communication strategy successfully combines the physical outlet with online shopping systems. The well known channel is the IKEA Catalog, which is very helpful to the customers, besides this websites, publications, brochures, advertising and Public Relations are also there. IKEA also communicate the store design in a very distinctive style such as flat pack self assembled furniture of Swedish pattern, distinctive color in corporate uniform, poster on walls, elevators, restaurants, corporate logos and staff uniform, consistent messages, images and schemes in café, rest rooms. The costly high street network visually attracts the existing and new customers.

The Best Ideas in Campaign

IKEA has very successfully developed their integrated communication and distribution channels in such a manner that it is more likely to withstand difficult economic times and survive for a long time along with its growth (Mahoney, 2011).

If a campaign fails, it is due to the inability to identify the proper target, lack of correct success matrix, insufficient research, creating a wrong message to the consumers, allotment of insufficient time for the campaign, failure to meet the regulatory and brand compliance guide lines, failure of the products short of claim. The campaigning pattern should be changed and monitored according to the external and internal environments of the organizations and the organizations also should act on the basis of feedback collected after each campaign(Zerfass A. V., 2012). 

The best ideas in a campaign are to increase the awareness regarding the issues for which the campaigning is done, to market a new or customized product, to increase the sales of products, to market an unknown, new or small company, to build a business relation with the consumers, to provide facilities to the consumers for the enhancement of sales of the products and so on(Meredith, 2012). As for example, ‘Earth share Ohio’ is an organization in U.S. it deals with the issues like Greening business, coping up with climate change, reduction of Global warming, Conservation of land, parks,water, wild life protection and so on. if people come to know about them, the people will be benefited by spending money and the company will also earn. It is a win-win situation.

If the purpose of the campaigner is to influence the targeted people in a negative manner or to buy substandard products by telling lies. As for example,  ‘some processed food company says that their products are good and contain no harmful preservatives but actually the products have high quantity of harmful preservatives’ this is very unfair and is a criminal offence(Dziuda, 2011). These sorts of activities are somewhat possible in some countries but not everywhere.

The central approach of campaigning involves influencing the concept, perception, opinion and finally the behavioral pattern of targeted people in favor of the campaigners. The expected result of campaigning is to influence or mould targeted people towards the desired of the campaigners but at the same time, the campaigners or the campaigning organizations must adhere to the ethics involved(Hallahan, 2007). The central approach of campaigning is agreeable.

The Worst Ideas in Campaign

The general ethics in a campaign are as follows;

  1. Communicating a wrong message to the consumers/ customers.
  2. Not meeting the regulatory and brand compliance guide lines.
  3. Not maintaining the product or service quality according to claim.
  4. Telling lies in the campaign.
  5. Adoption of unfair means.

As the campaigning procedure is agreeable which maintains all the ethics involved in it. Otherwise the organizations or individuals are supposed to lose their loyalty to the consumers and in future they can be in deep trouble; apart from these the campaigners earn bad names which oppose their growth in future(Mazzei, 2012). The worst factors are losing consumers’ and Government’s faith. My suggestions to any campaigner are to be within its ethical boundary.

Whatever I become in future either a corporate or an entrepreneur, I will have to go through Strategic communication or campaigning is one of the vital parts of that. So before campaigning I will go through sufficient research procedure, identify the appropriate success matrix, provide enough time to the campaigning, meet the regulatory and brand compliance guide lines, according to claim in the campaigning, I will maintain the quality of my products or services to the consumers(Holtzhausen, 2014).

The following points I will always keep in mind-

I will go for ideation, research and goal setting, organize my ideas to identify the opportunities with the maximum potential. I will put my best efforts to know my targeted persona and identify the factors which will resonate(Steyn, 2012). I will put my best efforts to deliver the optimum values. There is a proverb as –‘the customer is always right’, so, if I can provide them what they want, they will be happy and I will also win. While setting goals or targets, I will have to be as specific as possible. Once identification of the ripe opportunity is over, I will have to be super specific regarding my expectations from the marketing campaign.

I will have to build an appropriate campaign landing page to inspire the actions. After all the customers want a flawless and delightful marketing experience. After every campaign I launch, I will have to create a dedicated landing page.

After the implementation of all the required activities, the campaign will have to be promoted by TV channels, emails, press release, co-marketing initiatives etc. so, distribution and promotion must not be an afterthought(Tatham, 2008).

Each and every marketing campaign requires a corresponding social media campaign to spread globally.

From social media feedback will have to be collected and the questions or comments must be responded with.

Apart from all these discussed above, I will always abide by the rules and regulations and ethics which are as follows.

I will deliberately-

Never communicate a wrong message to the consumers/ customers.

Never provide wrong assurance

Never adopt any unfair means.

I will dedicatedly follow the above mentioned points while campaigning as a part of Strategic Communication. 

Reference Lists

Dziuda, W. 2011. Strategic argumentation. . Journal of Economic Theory, 1362-1397.

Eder, M. K. 2007. Toward strategic communication. OFFICE OF THE CHIEF OF PUBLIC AFFAIRS (ARMY) WASHINGTON DC.

Hallahan, K. H. 2007. Defining strategic communication. International journal of strategic communication, 3-35.

Halloran, R. 2007. Strategic communication. . Parameters, 4.

Ham, S. H. 2008. Asking visitors to help: research to guide strategic communication in protected area management.

Holtzhausen, D. &. 2014. The Routledge handbook of strategic communication. Routledge.

Linke, A. &. 2012. Future trends in social media use for strategic organisation communication: esults of a Delphi study. . Public Communication Review.

Mahoney, J. 2011. Horizons in strategic communication: Theorising a paradigm shift. International Journal of Strategic Communication, 143-153.

Mazzei, A. K. 2012. Strategic value of employee relationships and communicative actions: Overcoming corporate crisis with quality internal communication. International Journal of Strategic Communication, 31-44.

Meredith, M. J. 2012. Strategic communication and social media: An MBA course from a business communication perspective. Business Communication Quarterly, 89-95.

Steyn, B. 2012. Strategic management roles of the corporate communication function (Doctoral dissertation).

Tatham, S. A. 2008. Strategic communication: a primer. Defence Academy of the United Kingdom, Advanced Research and Assessment Group.

Zerfass, A. 2008. Corporate communication revisited: Integrating business strategy and strategic communication. In Public relations research. VS Verlag für Sozialwissenschaften., 65-96.

Zerfass, A. V. 2012). European Communication Monitor 2012: Challenges and competencies for strategic communication: Results of an empirical survey in 42 countries.

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My Assignment Help (2018) Strategic Communication Campaign For Society: An Analysis Of IKEA Essay. [Online]. Available from: https://myassignmenthelp.com/free-samples/strategic-communication-campaign-society
[Accessed 14 July 2024].

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My Assignment Help. Strategic Communication Campaign For Society: An Analysis Of IKEA Essay. [Internet]. My Assignment Help. 2018 [cited 14 July 2024]. Available from: https://myassignmenthelp.com/free-samples/strategic-communication-campaign-society.

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