Key Message in Inhouse Campaign


To accomplish the final aim of in house event like Mensa Award, which is gathering all invitees from companies on the d’ day, we settled down our well planned communication strategic of campaign long time before this issued run. And it’s included choosing the most proper key message of each campaigns.

Key message in our campaign, is like a key to our door house exploring more what behind all of this. Key message must short, attractive, direct meaning, and have simply association. Key message is one part of the whole cycle chain communication campaign, which contributes generalizing meaning for the campaign. Key message must correlate with proper context and culture in organization. Key message must effective, sometimes provocative.

In Mensa Group, people actively react all signals, all new pattern, all changes, include Mensa Award campaign quite fast. Sometimes, we take it as an advantage to measure our communication campaign qualitatively. So far, Corporate Communication Division gets many positive respond from all elements, due our provocative campaign.

But, we admit, in determining key message, sometimes we formulated it from the update atmosphere and situation in organization. This point of view must take extra attention because one of corporate communication function is to neutralize all progress situation that come out wildly back into control to the way of organization wants. Stabilization in all communication pattern and respond is the key to succeed the in house campaign itself. So, key message was not always come from the plan, but it appeared out of sudden to neutralize negative respond in organization.

Posted by Afril Wibisono


About afrilwibisono

Online and Digital Marketing are passion fieldwork for Afril. Start with career in LG Electronics Indonesia, Afril has gained multi cross experience on communication, public relations, marketing, digital and online marketing. She has worked at Rajakamar International Group , as Marketing Digital and Communication Division Head. Previously, she was Marketing Communication Manager at Rajawali Corpora - Express Group (2012), Corporate Communication Manager for Mensa Group, PR Manager for Restylane Indonesia and Digital Manager for Chicco Indonesia as well (2008 - 2011) . Now, she acts as CMO at 8commerce, a scalable end to end ecommence enabler. In weekend, she acts as official lecturer for marketing communication major in Bina Nusantara University. About her education history, in 2001 she finished her bachelor degree with cum laude status from Communication Universitas Padjadjaran. Then, in June 2010 she finished her master of communication management from Universitas Indonesia.
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