The Deploy Phase

If you have a Comms team, they are responsible for maintaining consistent messaging in your organisation.

They are a useful team to know and also have on your side when you ‘go public’ with your solutions. They can help you with things like people data and other competing campaigns that could dilute your messages.

Channels are the places that the target audience frequently visits and where you can put adverts or links to drive them to the solutions. This includes digital places like the intranet and physical places like noticeboards in break rooms.

Use your insights about audience motivations and pain points to design your marketing messages. In corporate business, this is also referred to as the WIIFM (What’s In It For Me?).

Your messages should be provocative and stand out from the noise.

Depending on the project, different messages will be relevant to different target audience members. Organise people using your insights and make sure they receive what's best for them.

A campaign plan is a timeline of what will happen when, what messages are being sent, and what assets will be deployed. This will help your team and the comms team understand what is happening when, and for whom.
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