How to plan out your internal communication campaigns

Working in internal comms often feels like you’re running a full-blown newsroom, brand studio, and employee experience engine all at once. So let’s rise to the occasion and start giving your messages the strategic backbone they deserve!

What is an internal communication campaign?

An internal communication campaign is a strategic series of messages sent to employees to support a shared goal—whether that’s getting people excited about a new initiative, enrolled in benefits, or just in the loop with leadership. Think: intentional, sequenced, and goal-driven. Not one-off blasts into the void. 🙂

Why campaigns > one-off comms

This is where we borrow from our friends in marketing: campaigns work. They’re more memorable, more measurable, and way easier to manage.

When you organize internal communications as campaigns, you:

• Build brand consistency across messages

• Boost engagement through repetition and rhythm

• Get analytics that tell a fuller story

• Save your brain from starting from scratch every. single. time.

Want to see it in action? Explore Workshop’s campaigns feature that brings structure, visibility, and shareability to all your employee comms.

The 4 types of internal communication campaigns

Here’s where your messages probably fall:

1. Ongoing campaigns

Newsletters, culture content, leadership updates. Anything recurring. Campaigns give it structure and help you measure over time.

✨ Try our internal comms editorial calendar template!

2. Event-based campaigns

Open enrollment, company retreats, off-sites. Use a campaign to move people from “oh this is happening” to “I’m all in.”

✨ Related: check out a few open enrollment/benefits tips

3. Triggered campaigns

New hires, team changes, system outages. Save time with reusable flows that still feel personal.

✨ Explore our onboarding checklist

4. One-off campaigns

Big announcements. Org changes. DEI storytelling. When it has to land, a mini-campaign ensures people actually see (and act on) the message.

✨ Browse our best internal email templates!

FREE EDITABLE CALENDAR TEMPLATE

2025 Internal Communications Editorial Calendar

Holidays, key dates, and all the things you’ll want to communicate in one easy-to-use, comms-focused editorial calendar! Get your free copy below.

To download, select a file type below:

Google Sheet Excel Sheet

How to shift into campaign mode

Even if you’ve never called them campaigns, you’re probably running a few already. Here’s how to make it official:

1. Group your comms by goal
   Example: “Increase DEI event attendance by 25%” or “Launch our new brand values.”

2. Map messages across time
   Plan your touchpoints: what goes out, when, and to whom.

3. Define success
   Are you driving signups? Boosting read rates? Supporting change management?

4. Track what works
   Use tools (like Workshop’s analytics) to see what’s clicking and where to improve.

5. Archive campaigns for easy re-use
   Future-you will thank you. (Or at least sigh less.) Try our campaign archive feature.

Real examples of internal communication campaigns

🎯 Business updates & strategy

• Quarterly goals & results updates

• Leadership AMAs (ask-me-anything sessions)

• M&A or restructuring communications

• Vision/mission/values refresh rollout

• Town hall prep + follow-up sequences

🧑‍💻 Employee experience

• Culture onboarding series for new hires

• “Meet the team” introductions (new hires, role changes)

• Internal job postings & promotions

• PTO reminders & time-off planning tools

• Career development or L&D (learning & development) highlights

🎉 Recognition & morale

• Employee milestone campaigns (work anniversaries, birthdays)

• Team wins and customer shoutouts

• Peer-to-peer recognition prompts

• Internal award nominations

• Year-end recap campaigns (roundups, reflections, thank-yous)

📢 Initiative & product launches

• New system/tool rollouts

• Rebranding or internal brand guidelines updates

• Sustainability or social impact campaign rollouts

• Product enablement for customer-facing teams

• Sales incentive program launches

💚 Culture & wellness

• Mental health awareness month

• ERG event promotions and recaps

• Volunteer day or social impact campaigns

• Weekly wellness or mindfulness moments

• Hybrid work how-to guides

Ready to run cohesive, streamlined campaigns?

The best internal communication campaigns don’t just “go out”—they deliver results, foster connection, and build brand from the inside out.

If you want a system that helps you plan, send, track, and repeat, Workshop’s campaigns feature is built for you.
You get:

• Beautiful campaign-level views

• Shareable archives

• Analytics that make you look good (hi, leadership decks)

👉 Schedule a quick demo or start with the free calendar template.

Let’s build the campaigns your team actually reads!