Synergy - Coordination, with Style
After tonight's discussion about coordinating all aspects of a media plan (new media with direct mail, TV ads, etc.), I decided to look back on the campaign I worked on during the last election cycle. I wanted to see just how streamlined the messaging was for the campaign. The candidate I worked for in both the KY legislature and on the campaign trail was a 24 year incumbent, but faced a difficult challenger.
The website, although well designed, was not directly tied into the overall media plan. Although the site featured endorsements, issues lists, and biographical information, it did not include updates on the media that was being dispersed. My boss ran multiple direct mail pieces, as well as cable TV spots. These spots, though, were not featured on the website. My boss won the election, by nearly 10%. Had the media plan been coordinated better, I believe this margin could have been larger.
2 Comments:
We all learned something new last night. I think it is important to tie all communication tools to one another. Synergy must take place on the campaign trail and even with issue campaigns, etc.
I have always believed that the more informationn you provide, the better chance you have of changing behavior or a decision. Synergy backs that statement up by saying that we must connect the communication dots and provide information in each medium.
I think we must connect the dots to our communication tools, otherwise we are cutting ourselves short - just as this post stated.
We must meximize our full communication potential through synergy.
Did any of the candidate's direct mail pieces feature the website address? Or did the cable tv spots mention the address? This seems like the most simple form of synergy possible - just to increase traffic and give you another platform to enhance your message. The next step is utilizing that platform...
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