Understanding and Using Campaigns

Allison French — Thu, 09 Apr 2020 23:20:40 GMT

Campaigns are a feature of our Employee Service Center that allow you to deliver proactive, targeted messages to your employees. Similar to campaigns we’d see in our personal lives, ServiceNow campaigns typically have a goal. At the highest level, that goal is to surface necessary information to the right employees at the right time, and in turn, you’re likely driving an action (or transaction) or deflecting cases.

Many customers using campaigns have reported powerful metrics demonstrating the reach and impact of their campaigns, such as spikes in knowledge article views, significant banner impressions, high case deflection rates, and more.

What Types of Content Can Be Used in a Campaign?

Portal Content, such as a banner or an event calendar

Mobile App Banner Content, which allows you to deliver banners via our native mobile apps

To-Do Content, including a to-do to play a video, view a link, e-sign a document, or confirm completion of an action, such as an action that takes place in another system

Notification Content, such as emails and SMS/text messages

Employee Forum Content, such as a blog or curated list of forums posts

Common Use Cases

Campaigns are most powerful when a series of messages need to be scheduled and targeted to a variety of audiences. A few common examples:

Crisis Communication

In emergency or crisis situations, there are often targeted messages that need to be delivered to impacted employees (this use case (for COVID-19 specifically) has been built as an Employee Experience Pack that is available for download)

Tax Time

Information needs to be targeted to employees to confirm their mailing address, opt in to electronic delivery of documents, and get information on when and how to access their tax documents (this use case (for W-2s specifically) has been built as an Employee Experience Pack and is available for download here)

Annual Performance Management Cycle

Most performance management cycles have a series of required actions for employees, which follow a specific timeline and can be different if you’re an individual contributor versus a people manager

Annual Benefits Enrollment

The annual benefits enrollment period is often a high-volume time for service centers, as many inquiries are received around eligibility, the enrollment process, and timeline

New Hire Reminders

There are often many reminders and messages that should be targeted to new hires as they onboard, such as a banner welcoming them to the organization, and links to optional resources that may help them onboard

General Change Management

Expansion of service center
Roll out of portal to new population
Roll out of mobile app

How to Configure a Campaign

Watch the below video to learn how to configure a campaign. When designing a campaign, it’s important to understand the three main components:

The campaign itself, which is where you specify the overall audience and timing
The bundles, which is where you specify when and how the different stages of your campaign content are triggered for viewing by your campaign audience and how long the content will be available
The various content items, which are contained within a bundle, where you can define content-level settings and further refine the audience to target users more narrowly (i.e. A US-based campaign may have different banners by state)

Quick Tips for Getting Started

Partner with all applicable stakeholders, such as internal communications, to align on an editorial calendar for your planned campaign topics
Ensure you have at least one compatible content delivery widget on your portal so you have a place for your campaign content to display
Design your campaign to use multiple content types (i.e. both portal and notification content) to ensure a broader reach

Click here for a list of Frequently Asked Questions (FAQs) on campaigns.

Re: Understanding and Using Campaigns

Maik Skoddow — Sat, 02 Jan 2021 05:18:57 GMT

Many thanks for your really helpful article!

I have linked it in my "Knowledge Sources to go".

Re: Understanding and Using Campaigns

Allison French — Mon, 04 Jan 2021 14:50:25 GMT

Glad this was helpful!

Re: Understanding and Using Campaigns

Muheet1 — Thu, 17 Aug 2023 08:51:19 GMT

Interesting and descriptive.

post Understanding and Using Campaigns in HRSD blog

Understanding and Using Campaigns

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