Clear intentions can also be helpful when communicating your plans to internal stakeholders. If you want to get quick approval for a new campaign or strategy, you will find that a simple objective, easily understood, helps a lot.
Make it Measurable
Measuring communications can be difficult if you haven’t decided in advance what you want to measure. That’s because some outcomes, like behavioural change or awareness, may not actually be quantifiable.
So, think about what you can measure. For example, if you’re trying to raise awareness of your heritage site, you could speak to your on-site team and think about implementing a ‘How did you find out about us’ section in any feedback cards they might have.
It can be quite simple to make your goals measurable – you just need to include something quantifiable, a percentage, date or another number.
For instance, ‘In the next month, we will recruit five new regional volunteers to support our restoration work in the Spring/Summer’.
Also, have a think in advance about what measurement tools you might want to use.
If you’re going to be looking at website views, make sure your Google Analytics is working correctly. This is especially important if you will be measuring your success after July 2023, when Universal Analytics will be retired. You’ll need to activate your Google Analytics 4 account prior to this to ensure it’s gathering the data you need after July.
Here’s some additional guidance to help you with this important transition.