When launching a new Signpost Instance, one critical step is determining which communication channels will most effectively reach your target audience. Here’s a guide to help you make that decision:
Conducting an Information Needs Assessment
During the launch process, your team will perform an information needs assessment (INA). This assessment will help you understand your audience's communication preferences and habits. The findings from this assessment are crucial in deciding which channels to utilize. You should also consult actively with program officers and Protection/Rule of Law Technical Assistants to help inform your team on how to apply the findings of the INA.
High Reach and Low-Cost Channels
In general, WhatsApp and Facebook are often the most effective channels due to their high reach and low cost. These platforms are widely used and can facilitate both broad and targeted communications.
Considerations for Low-Connectivity Contexts
In regions with low connectivity, reliance on social and web-based channels may not be feasible for all clients. In such cases, alternative methods such as Radio, SMS, voice calls, or in-person communication should be considered. The costs and reach of standard telephony can vary greatly across contexts and can depend on relationships with local phone providers. Please consult our article on evaluating the use of telephony for your program, and always speak with the Signpost Technology team before following through with this option.
Cost of Operating Channels
Different channels have varying operational costs. To ensure sustainability, it's essential to evaluate each channel's financial implications, including the cost of software, hardware, and human resources required to manage them. Many channels are free or low-cost due to the Signpost Global Team's relationship with tech partners.
Integration with Zendesk
When choosing communication channels, consider how well they can be integrated into your Zendesk environment. Integration is crucial for maintaining efficient workflows and ensuring all client interactions are tracked and managed within the same system if possible.
Staffing Models
Different channels may require different staffing models. For instance, live chat and phone support might require more real-time staffing than email or social support. Assess the staffing needs and ensure you have the personnel to manage each channel effectively.
Communication Strategies
Determine whether proactive messaging (outbound communication initiated by your team) or two-way communications (interactive exchanges between your team and clients) are most important for your strategy. Each channel might offer different strengths in this regard.
Risk, Compliance, and Data Security
Evaluate the risk, compliance, and data security considerations for each channel. Ensure that the channels you choose comply with relevant regulations and can protect client data adequately.
Consultation with the Tech Team
Before integrating any new channel, always consult with the tech team. They can provide insights into the technical feasibility, integration complexity, cost implications, and potential challenges associated with each channel.
Conclusion
Selecting the right communication channels involves a careful analysis of your audience's needs, operational costs, integration capabilities, and staffing requirements. Always keep risk and compliance in mind, and work closely with your tech team to ensure a smooth integration. By following these guidelines, you can choose the most effective channels to reach and engage with your clients successfully.