Campaigns

Understanding How to Best Build a Campaign

Building a campaign that best covers your audience is not one size fits all. New platforms, new standards, and new generations mean every campaign should have a unique approach.

Developing the content, media, and focus can require a number of teams working together for the best outcome. The Health Sciences Communications and Marketing team offers content development oversight, design solutions, social media strategies, and guidance on your website to ensure your campaigns make the most of your effort and your expenses.

Understanding Entry Points vs Exit Points

Campaigns have two general areas of focus. Where and when do you grab someones attention (Entry Point) and how do you convert focus into your primary outcome for the campaign (Exit Point)? Let's review what those are and the tools you have at your disposal.

Entry points

These can be any form of media. Websites, social media, audio (music/podcasts), video, TV, or print. Each have the common goal of bringing audiences to your goal information and each requires a completely different approach as the audience type, time you have to engage with them, and how you get them to the next step is different.

Your communications team should be your first contact when thinking about the goal for your campaign. They can help you best understand what you should build for, where you can maximize your expenses, and how you can optimize those conversions.

Exit points

Your exit points should be where conversions happen and are most often completed at a website. This means website information should be as too the point as possible. The modern web requires streamlined information. Search Engines and AI are quickly adapting to penalize websites which overlook the value of clean, simple information. Creating excess information and poor structure can undo all of the work that has been done to bring users to your information. Your communications team in collaboration with the Health Sciences Communications Digital team exist to ensure campaigns have the best results.

Tools to Utilize for a Campaign and Their Strengths

  • Website - Entry and Exit Point

    • The most important piece of your campaign.

    • Your website can be both the entry and the exit points. Will almost always be your exit point.

    • People may access it via search, AI, social media, a print ad, audio platforms, and more.

    • Campaign Use: Users may come straight to your site, but over half of your visits will be via search or social referrals.

  • Social Media - Entry Point

    • Offers the highest monetary return on investment.

    • TikTok, Instagram, Facebook, and X are the most common places to find your audiences. Each requires a different strategy to maximize engagement.

    • Each platform requires different content strategies to maximize conversions.

    • Campaign Use: The best platform to share student or faculty stories that help others see themselves there.

  • Search Engine or AI Placement - Entry Point - Also become Exit Points

    • Offers effective monetary return through ads on Google, Microsoft, etc.

    • The rise in AI is changing what these tools offer in terms of returns - These tools can in some cases also be Exit Points as AI will return data from your website.

    • These platforms maximize information that is well structured and simple on your website. You can lose the effectiveness of these tools by building too much content or confusing page structure.

    • Campaign Use: Google Ads can be effective for elevating you in search results. General placement and content return is fully dictated by the quality of your websites content.

  • Audio Platforms - Entry Point

    • Not so much a conversion tool as it is a reminder tool.

    • Audio platforms perform best as a reminder platform to emphasize who you are and the services you provide.

    • Campaign Use: A great platform to educate others about what is offered.

  • Print Media - Entry Point

    • Lower return on investment

    • Print has become better known for reminding people that you're available to the community.

    • Does not excel at driving people to digital platforms - websites or social.

    • Campaign Use: A stable platform to remind others about your presence.

The Health Sciences Communications and Marketing team can help you to best navigate these services and ensure your budgets maximize returns.