You may have found yourself asking this question: If we’re trying to reach customers and get them to buy (and buy again), then why should we invest in internal campaigns aimed at our employees?

Good question! The short answer is because if you do them right you can increase customer satisfaction and talent retention.

Designing Internal Campaigns That Positively Impact Customer Satisfaction

Successful internal campaigns and communications are designed with the following in mind:

1. Align messaging and expectations to the external campaigns and communications that customers receive
2. Create an emotional connection to your brand/company

Through this alignment, and by living the vision of the brand in a unified way, when employees “care and believe in the brand, they’re motivated to work harder and their loyalty to the company increases.” (Harvard Business Review) Additionally they are “unified and inspired by a common sense of purpose and identity.”

Recommended Reading: Enhance and Elevate Your Brand Through Environmental Design

Don’t Skip the Research

Just like with any good consumer-facing marketing campaign, you need to understand your audience and their motivations, as well as the channels through which they can be reached. The same goes for internal marketing.

Don’t want to waste money? Have a plan.

Get an understanding of the cultures and subcultures that may exist at your company, and the most effective channels through which information is shared across the organization. If this information hasn’t already been collected you may need to invest in tactics like employee surveys, interviews, and focus groups to gather this valuable target data.

Developing an Internal Campaign

It’s important to develop messaging that not only introduces the campaign concept(s), but also explains and reinforces them on an ongoing basis.

Think about how the campaign can be woven into the company communications and spaces. Identify key employee touchpoints, places of day-to-day interactions, and other elements where campaign messaging may strategically be integrated. 

Then map out this information and tailor the campaign to speak to your employees at the right time, in the right place, with the right messaging.

Uniquely Positioned to Support Your Campaigns

As mentioned above, successful internal campaigns and communications are designed to:

1. Align messaging and expectations to the external campaigns and communications that customers receive
2. Create an emotional connection to your brand/company

Although typically deployed for external communications, your marketing team and/or partners have the skills and understanding to execute these internal campaigns.

Messaging that Makes an Impact

See how environmental designs were deployed as part of these three brands’ internal campaigns to positively impact their employees.