How CampaignRoom Drives Targeted Campaign Success
In 2018, U.S. businesses planned to attend approximately 12 national trade shows and 23 regional eventsi. Consumer packaged goods (CPG) brands introduced 187 new meal-kit products into the marketii. And if corporate giving was anything like it was in 2017, companies may have raised around $20 billion for charityiii.
Investing in the kind of targeted campaigns to both promote and pull off the feats mentioned above can have a number of important benefits for businesses. A well-run, comprehensive campaign can:
- increase sales
- differentiate your company from the competition
- improve brand awareness and reputation
- attract top-tier talent
- engage customers in meaningful ways through opportunities to volunteer, donate, or attend events
All the time, money, and resources spent on these important initiatives is worth far less if the campaign doesn't land as expected or, worse, no one is talking about it.
A more effective way to promote and share your campaigns
Campaigns by nature create a demand for targeted content. Each trade show appearance, product launch, and recycling drive comes with a plethora of unique content–from product images and demos, to videos of speakers and participants, to all the accompanying news releases, brochures, social media posts, and thought leadership that communications teams work so hard to produce.
Collectively, a campaign's assets are what enables you to tell an important piece of your organization's story, and are an opportunity to increase the reach and awareness of your messages and brand.
This is why hosting campaign content in one dedicated place gives the media, your customers, and anyone else looking for information a much easier way to discover, access, and share it.
In effect, campaigns need a room of their own.
CampaignRoom is a dedicated, customizable microsite that houses and archives your most valuable campaign content throughout the lifetime of the campaign.
As an option within the MultiVu subscription, CampaignRoom supports the efforts of communications teams through a robust website and content management system (CMS), automated delivery of news and multimedia assets, analytics and reporting capabilities, and social sharing tools that deepen awareness of and engagement with your campaign.
As with all of Cision's custom web solutions, CampaignRoom lets you:
Boost your news
Big announcements need a big audience. Once your news is released, it automatically posts to Cision PR Newswire's news-aggregating website, thus increasing its visibility.
Steer the conversation
Audience engagement revolves around social media. Social sharing tools make it quick and easy to share campaign content over the social channels you prefer and through the calls to action you determine.
Customize your site's look and feel
The layout and design of your site shouldn't be restricted to a template. A flexible platform lets you customize the design of your CampaignRoom without added cost.
Control your own content
In today's world, you should have full control over updating and managing your site's content as your campaign evolves over time. A logical, simple, and powerful content management system (CMS) gives you that control.
Analyze and report
Validating your campaign's results helps you replicate success. Dashboard analytics and integration with leading analytics tools and Cision Impact reporting give you the data and insight you need.
Receive round-the-clock support
Keeping your campaign site up and running is critical to the campaign's success. Priority for Room microsites and 24/7 support is included with the annual rate.
How CampaignRooms and Multichannel News Releases work together
There are some key differences and similarities between CampaignRooms and MultiVu's Multichannel News Releases (MNRs), but they are designed to work together to produce results.
Purpose-built for mid- to long-term campaigns of up to a year, CampaignRooms create an online presence for the duration of the campaign. With your own URL and custom design, the CampaignRoom serves as a branded, centralized hub for all campaign-related content. Galleries, archives, search tools, and password-protected entry make it easy for members of the media to access the text, footage, and files they need, when they need it—even before the content is publicly available. And social sharing tools give anyone the ability to interact with and share your content.
On a shorter duration time scale, but equally powerful in capability, MNRs are ideal for the announcement of one-off events—such as a product upgrade or a fundraiser—that increase the event's online reach and visibility. MNRs include landing pages, social sharing capabilities, and embedded, downloadable assets to help audiences engage more fully with your news.
While CampaignRooms enable longer-term initiatives, MNRs help drive short-term goals, so that all phases of your communications strategy are supported with shareable news and the high-impact multimedia content your audiences are looking for.
You can also utilize MNRs as a strategic communications tool for a larger, ongoing campaign that you house in a CampaignRoom. For example, let's say your company will be sponsoring an all-new industry trade show. Here's how it could work:
- A year in advance, distribute an MNR announcing the new trade show and expanding awareness of your brand.
- Distribute additional MNRs in the months before, during, and after the event to maximize the event's visibility and reach, as well as generate interest around related news and announcements that may arise from the trade show or your company.
- When audiences visit your CampaignRoom, they'll be able to find and engage with each MNR, helping them to gain a more complete understanding of the campaign's journey and your brand.
- And since both CampaignRooms and MNRs offer reporting capabilities, you'll be able to track the reach, engagement, and success of your short-term goals throughout the campaign, as well as the campaign as a whole.
The Bottom Line
In simple terms, integrating MNRs with CampaignRoom helps give your company a competitive advantage in messaging, branding, and customer engagement.
As product innovation increases, competition for talent and market share dials up, and the need to give back to communities fuels corporate intentions like never before, targeted, long-term campaigns play a crucial role in controlling the message, reaching influential audiences, and increasing awareness of your brand.
To learn more about Cision PR Newswire's CampaignRoom or how to effectively integrate it with your Multichannel News Release package, contact our Sales team to set up an introductory call.
- iNumber of trade shows attended by business professionals in the United States from 2015 to 2018, by type. Statista.
- ii"Will Shoppers' Enthusiasm for Meal Kits Remain Strong in 2019?" Nielsen. March 4, 2019.
- iii"Giving USA 2018: Americans Gave $410.02 Billion to Charity in 2017, Crossing the $400 Billion Mark for the First Time." Giving USA. June 13, 2018.
ABOUT THE EXPERT: Josef Bachmeier
Josef is the subject matter expert and leader of Cision's web development solutions, also known as Cision Rooms. Josef has been part of the Cision team for 12 years and has deep expertise in the creation, distribution, and engagement of owned content and the development of branded digital solutions that leverage custom web design, cutting edge dynamic functionality and social integration, and Cision's first-to-market Cision ID technology. Josef helps Cision's clients by providing this expertise through site audits, onsite consultations, and digital best practices sessions.
MultiVu, a Cision/PR Newswire division, produces and places compelling content strategically across multiple channels globally to deliver targeted results and drive desired engagement. Created in 2002 from network news veterans and media relations professionals, MultiVu has grown into a content creation and media strategy company, leading in the broadcast communications industry. More information can be found on www.multivu.com.