Campaigning

Increasing numbers of companies, NGOs and associations are using campaigns to convey essential subjects or positions. The bandwidth ranges from regionally based to economic and clarification campaigns. The target audience ranges from employees through decision makers to the public at large. All of these campaigns have one thing in common: the organisation behind them has to hone its content to get its message out to the public as efficiently and as soon as possible.

In communications, therefore, campaigning constitutes a special challenge, requiring the appropriate know-how and expert knowledge. The goals of a campaign need to be clearly defined: to gain understanding, change attitudes, initiate behavioural change, to build an image. In order to attain these goals, in addition to the content, the choice of tools is key.

Striking messages and creative ideas may get attention, but they are hardly capable in themselves of persuading people. In political debate in particular, it has become clear that a large majority of the population has turned its back on one-sided communication. The public no longer wants to be lectured to or fobbed off – they are looking for dialogue at their level, in which their opposite number takes them seriously.

The organisation behind any campaign will only gain credibility if it seeks dialogue with its target audience. This is why our campaigns focus on dialogue communications, as well as involving and activating all relevant stakeholders. We also put great weight on the targeted building of communities – above all online. Using systematic communications management, we support companies in shaping dialogue with relevant players in society in a structured and sustainable way. As early as six years ago, we coined a term for this – “business-to-stakeholder communications” – and were the first consultancy in the industry to do so.

Our package of services in the area of campaigning ranges from analysis through strategy and campaign development to creation and coaching. Working as a campaign agency and manager, we steer the entire communications process. In our analysis, we put the target audience as much under the microscope (targeting) as we do the social, economic and political framework (Subjects/Players Map) within which our clients and subjects exist. Using this as our basis, we develop the campaign strategy and plan individual initiatives. But we do not stop there: during the communication process, we repeatedly relate our concept back to the current overall situation, which may be changing rapidly.

By permanently adapting strategy and tactics, we are in a position to design campaigns that are targeted at all times.

Johanssen + Kretschmer develops and executes both internal and external campaigns, offline and online: for political parties, NGOs, associartions and companies.

Your contact person for campaigning:

Hauke Brekenfeld
Phone +49 (0) 30 520 00 57-52
h.brekenfeld(at)jk-kom.de