Before You Launch That Campaign... Did You Tell Your Team?
- Hayley McGrath
- Apr 9
- 2 min read
We've all seen it happen. A business spends weeks (and more dollars than we care to count) crafting the perfect external campaign—clever copy, snappy visuals, targeted ads, and maybe even a radio jingle. Then it launches… and someone in the team turns to the person next to them and says, "Wait, when did that happen?"
Oops.
It's the classic case of the left hand not talking to the right. And it's more common than you'd think—especially in small to mid-sized businesses. The truth is, internal marketing isn't the shiny bit. It doesn't come with Instagram likes or billboard bragging rights. But it is the glue that holds your brand message together, and its importance cannot be overstated.
So, what is internal marketing?
It's not just about emailing the team a copy of the brochure. It's about ensuring everyone—from the receptionist to the warehouse staff—understands what the business is saying to the outside world and why. When your people are informed, they're empowered. And empowered people deliver consistent, confident brand experiences.
Why internal beats external (yes, really):
Your team is your first audience. If your employees don't get it, why should your customers?
Consistency builds trust. Mixed messages between what you say publicly and how your team behaves can confuse customers (and make your brand look dodgy).
Departments should not work in silos. Sales, marketing, customer service, operations—all need to work holistically as one team to deliver your brand promise seamlessly.
Happy staff = happy brand. People love being in the loop. It builds pride, ownership and morale.
Internal ambassadors are gold. When staff genuinely believe in what you're doing, they become powerful advocates—online and offline.
A quick example we might all be familiar with
...
Remember Qantas' "Feels Like Home" campaign? While the ads tugged at the nation's heartstrings, Qantas reinforced the message internally. The cabin crew, customer service and check-in staff were briefed to deliver that same warm, welcoming vibe to every traveller. The result? The campaign didn't just feel like home on screen—it also felt like home in the air.
The takeaway?
Before you brief the ad agency, light up your socials or hit "send" on that eDM, check in with your team. Are they across it? Do they know what you're saying, who you're saying it to, and how they fit in?
Because no matter how clever your campaign is, if your own people don't know what's going on, your brand's best efforts could fall flat.
Need help bringing your team into the story?
Ready to bring your team into the story? Neopitch can help you build internal and external campaign communications that work from the inside out.
Contact Hayley for a chat about your next big idea. Don't let your next campaign launch without your team on board.
Hayley McGrath
(Certified Practising Marketer)
B Commerce (Marketing & Management)
m: 0402040215
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