Communication strategies and campaign follow-up
We live in a world of images. Companies, individuals and institutions have the challenge of introducing themselves before the public opinion with a communication strategy that would optimize their abilities, performance and good decisions. These kinds of studies have been accepted in our society long time ago and their importance is increasingly more decisive.
The follow-up of personal or institutional communication strategies, or of advertising campaigns, allows us to get to know the impact on public opinion and to detect the non-desirable effects. This task requires a study before, during and after the launch, which is essential for the right orientation of the stated objectives.
In the public sphere, the tasks of detecting citizens’ needs and subsequently taking a decision have to be constant regarding the information about the actions in order to achieve the strongest impact.
• Institutional campaigns.
• Design of messages and action proposals (programmes, triptychs, slogans).
• Selection of advertising medium.
• Study of the campaign phases and the calendar to apply their contents.
• Studies of efficacy assessment of the communication actions.
• General campaigns to raise public awareness about public initiatives.
• Institutional marketing.
• Promotion and information campaigns about services for the public.
• Design of street campaigns to raise public awareness about punctual aspects of the government’s action: Campaigns about cleaning the city, rubbish collection, waste processing, loading and unloading areas, pedestrian areas, travel card, etc.
Since its foundation DURMES has worked supporting candidates and candidatures during electoral processes. Proffesional associations, institutions, sport associations, political parties…, periodically hold elections to choose their directors. On the other hand, the different administrative territorial areas (city councils, autonomous communities, states) hold periodic elections to determine the composition of their parliaments and to decide on the post for directors in each area.
Electoral processes are multidimentional projects that need a large-scale perspective to work with the different platforms (public events, the media, papers…) messages (speeches, slogans, communication…) and participants (candidates, teams, organisation) and they require the establishment of objectives according to a planned schedule made in advance.
DURMES has participated during more than 25 years in numerous electoral processes, working in teams, together with the candidates and the candidatures, offering their experience and expertise, targeting certain objectives for each work in particular.
The follow-up of the electoral coaching has different contents depending if it is an electoral mandate, the pre-campaign or the campaign. We hereby present the breakdown of actions for the two most difficult stages of advising and supporting the candidate and the candidature:
Advice and support for the campaign:
Election surveys are instruments to get to know the opinions, attitudes and vote expectations during the different elections. They are used to describe the political situation at different moments of the term of office: During the governing period (relating the government’s action), to understand the political situation and its evolution; in pre-electoral or electoral stage, to obtain details about the tendencies; minutes after closing polling stations, to have data before the official recount.
The results of these surveys are used as the base for the definition of election strategies, which is one of the most important areas of specialisation of DURMES .
The basis of the pre-campaign:
- • Work on the speech (contents and communication dynamics): Programme and driving ideas.Territorialise the contents with working sessions together with candidates and the campaign team. Apart from that, a continuous coaching is offered to the candidate to the presidency
- • Prepare the candidates on how to give speeches, give a presentation, take advantage of their own characteristics, adapt to each situation according to their experience, detect their strengths and weaknesses; improve communication during their trajectory and have working sessions with the candidates.
- • Get to know the territory: collect and summarise existing information, propose new ways of collecting information and elaborate working papers.
- • Really take into account the media and the social networks; prepare speeches, adapt communication to different frameworks, follow-up results, propose intiatives, know when an article must be written, and create good communication dynamics.
- • Global analysis and campaign follow-up: prepare speeches, follow-up the events with good capacity to respond, recommendations to militants and followers, daily balance and new messages that are expressed in working papers, communication dynamics and “crisis” cabinet.
- • Support to candidates: speeches, sectorize contents, communication, media, driving ideas,…
- • Participate in the daily cabinet so that the candidate (and the candidates of the areas) get a global and continuous speech, as well as the capacity to react to the daily news and the unexpected events.