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Understanding Communication Strategy for an Integrated Campaign

The communication strategy is an essential element for any business looking to succeed in its integrated campaign. An integrated campaign aims to align all aspects of a company's communication, both online and offline, to effectively convey its message to its target audience.

But what exactly is communication strategy and how can it help achieve a company's business objectives?

In this article, we will explore the different phases of a communication strategy for an integrated campaign. We will discuss the key activities carried out by a communication strategy team and the deliverables you can expect at each stage. By following this 4-phase methodology, you will be able to develop a strong integrated campaign based on a deep understanding of your brand and target audience, as well as relevant strategic recommendations.

Now that we have introduced the topic, let's review the different phases of communication strategy for an integrated campaign.

Nothing beats a concrete example of a campaign for one of our clients: Marie Cadote from CJE Ahuntsic Bordeaux-Cartierville.

Phase #1 Diagnostic

As a communication strategist for the CJE's integrated communication campaign, I have initiated a thorough diagnostic phase to better understand the current situation. I conducted a brand analysis, including its history, vision, and evolution. I also conducted interviews with three people, including two female entrepreneurs aged between 35 and 45 and a 19-year-old youth. These interviews helped to better target the campaign towards older women. We discovered that the program did not pique the interest of 19-year-olds due to the content and evening schedule.

Furthermore, I studied the current perception of the brand among the target audience. The goal was to define the core values and personality traits that accurately characterize the CJE. It was paramount to create an ideal image for the brand, emphasizing the importance of education, youth development, and their future, especially for older women and those from immigrant communities living in the Ahuntsic Bordeaux-Cartierville district.

Phase #2: Data Collection and Analysis + Communication Strategy

To stand out from the competition and meet the specific needs of older women, I conducted an in-depth competitive analysis. I also used the information from the interviews to refine our communication strategy. These researches revealed the strengths of the CJE as an organization committed to the education and future of young people, focusing on the specific needs of older and immigrant women living in the Ahuntsic Bordeaux-Cartierville district.

Phase #3: User Journey Mapping and Communication Strategy Development

By mapping the user journey, I took into account the interview results and identified the most effective channels and messages to reach the target audience, especially older women. We adapted our integrated communication plan by integrating actions such as entrepreneurship workshops and information sessions on training opportunities that specifically meet their needs. We found that our target audience was more present on Instagram and Facebook, while the secondary target audience, comprising entrepreneurs and project coordinators, was mainly on LinkedIn. By disseminating the campaign on LinkedIn, we were able to enable allies to establish contacts between their clients and the CJE.

Phase #4: Supporting Creative Resources in Campaign Execution

In preparation for the campaign execution, I organized creative workshops with the creative team to develop creative ideas and concepts specifically targeting older women. I provided clear guidelines to develop creative and impactful content highlighting the benefits of the CJE for this age group. We provided a mood board for the artistic direction of banners as well as key messages for scriptwriting and video.

By following this four-phase methodology, the CJE project was able to adjust its integrated communication campaign based on the interview results. The campaign was thus better adapted to the specific needs of older women, emphasizing the importance of education, youth development, and their future.

Thanks to these adjustments, the CJE was able to more effectively reach its target audience and convey its message clearly and convincingly.


The video campaigns were broadcasted on Facebook and were viewed by 5,574 people within 2 weeks. The videos generated 2,934 impressions on LinkedIn. In the end, the Entreprendre Ensemble program received 37 applications, exceeding the initial target of 30 applications.

Thanks to the success of this campaign, the client was able to renew its grant for the program the following year, demonstrating the positive impact and growth potential of the Entreprendre Ensemble program.

Do you want to communicate clearly and persuasively with your community and create engaging and relevant content to generate interest in your prospects?

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