How To Create Cohesive Marketing Campaigns

• Establish a Cohesive Brand Voice

1. 1. • Create consistency across platforms by aligning messaging with social media, public relations and marketing efforts. This unified voice can help to build brand recognition and trust among those who are receiving the content. As fresh produce marketers, this is equally important for consumer and trade audiences alike. 
      • Something to keep in mind when doing this is to ensure the tones match the channel. While keeping the underlying messaging the same, it would be beneficial to determine the right tone for each outlet to guarantee it resonates appropriately. 

• Set Clear & Manageable Goals

• • • The beginning of a new year is the best time to set those SMART goals for your activations and campaigns.  Whether you’re focusing on a product launch, brand awareness and recognition, sale, audience engagement, and so forth, it is imperative that you define clear objectives. Thankfully, this can be done with SMART goals:
      • Specific, Measurable, Achievable, Relevant, Time-bound
    • Setting SMART goals means establishing clear, measurable objectives that can be easily tracked, allowing you to monitor progress and evaluate success throughout the process.

• Overcommunicate with Your Team

1. 1. • Cross-department communication is KEY! Make sure your marketing, PR, and social media teams are in sync on all fronts to ensure that the messaging continues to remain aligned. In marketing, there is no such thing as TOO MUCH communication! Departments can easily work in isolation, but creating a cohesive marketing campaign requires full alignment across teams. A shared content calendar for all channels is a simple way to maintain consistent messaging and timing, keeping everyone on track with deadlines, launches, and key events.

• Continuously Monitor & Refine 

1. 1. • Let’s circle back to the SMART goals. Just as it is important to set goals it is equally imperative that you track and monitor progress towards said goals. This ensures that your team is on track to hit all KPIs (key performance indicators). Using tools like Cision for PR or HubSpot for marketing activations can help you observe where you currently are in terms of meeting markers for brand success. 
      • Tracking progress toward your goals is an effective way to see which strategies are performing best and which may need adjustment. By understanding campaign performance, your team can pivot when necessary or replicate successful tactics across other channels, creating more synergy across your marketing efforts.

• Remain Flexible & Open to Trying New Things

1. • Our work is ever changing and always moving forward so having the ability to adapt quickly and remain flexible is important to stay relevant with other brands and agencies. Not to mention, the use of new technologies and tools (like AI) have exploded in the field of marketing. Don’t be afraid but rather embrace this change as something that can help you and your brand flourish in the market.