Give people a reason to get involved.
An incentive or partner campaign asks people to act. Understanding the offer and the effort involved gives us a much better starting point for the creative.
Be clear about the action you want
What does taking part involve? Registering, completing training and progressing a sale are different asks. Make the first action clear.
Understand what makes it worthwhile
Find out what matters to the audience: a reward, recognition or useful knowledge. The invitation should explain why the effort is worth making.
Make the mechanics easy to follow
Explain how people qualify, how progress is counted and when it ends. Agree those details with the programme owner before creating the communications.
Give the theme a practical role
Use the creative idea to organise stages, explain progress and connect reminders. I’d want it to help the programme beyond the launch artwork.
Plan the encouragement after launch
Plan messages for people who join, make progress or haven’t started. Agree who will provide updates so the communications stay accurate and useful.
Planning a partner programme or incentive?
Tell me how it will work and who you want involved. We can help bring the idea and communications together.
Talk through your brief