Campaign configuration maintenance overview

Campaign management is the process of controlling and expediting outbound customer communications, and empowers the end user to orchestrate personalised experiences determined by the customer's expectations and priorities. Within the sphere of social housing, any number of campaigns can be defined over time to promote individual interaction, focusing on each customer's specific needs. Of course, many campaigns will have a broad target audience, but others can be created to focus on particular groups. For instance, a campaign initiative might be devised to support tenants of low-income housing facilities, encouraging them to adopt energy conserving behaviours through compelling engagement strategies. Whilst saving energy is one desired outcome, a further aim might be to build a greater sense of social inclusion amongst the tenants. Similarly, for the elderly, campaigns raising the awareness of practical safety and security measures, as well as the support provided through neighbourhood watch schemes, helps them to feel less isolated and safer in their own homes.

In campaign management terms, the audience is the subset of contacts that have been identified as individual targets for the campaign awareness programme. In campaigns with multiple outcomes or objectives, the target audience may be different for each outcome. Typically, in campaigns of limited scope, each individual target could be just one decision-maker. The more clearly these audience segments are defined, the greater the chances of the campaign message being understood and acted upon. Once segmentation criteria have been defined, the final audience list is compiled from the inherent rules and conditions. In the vast majority of cases, the use of segment criteria alone will be sufficient to identify the desired cohort of contacts in preparation for a targeted campaign programme. However, on occasions it may be required to include additional contacts outside of the derived subset, and these may be added manually to the audience segment on an ad hoc basis.

Communication programmes facilitate the ongoing engagement with social housing customers - the target audience - to continually nurture them throughout their decision-making process. Messaging should be adapted for a given service or initiative over time, for different segments, and therefore any number of communications can be linked to the same campaign definition and channelled to different audience segments depending on the outcome of their invitation to respond. Ultimately, the objective is to design a campaign that precisely matches the expectations of contacts in each targeted segment.

Separate help articles have been created for each key aspect of campaign configuration maintenance, including:

• To create a new campaign definition
• To clone a campaign definition
• To add a segment to a campaign definition
• To set precedence rules for combined campaign segments
• To compile the audience for a segmented campaign
• To add a contact to a segmented campaign audience
• To add a contact group to a segmented campaign audience
• To add a communication to a campaign definition