HOW TO DEFINE COMMUNICATION OBJECTIVE?
You can gather your project team and brainstorm ideas. Try to answer questions: What do you want to achieve with each specific message? Which topics would attract young people in education outside of their home cities to participate in youth mobility?
For example, we are aware that young people in education outside of their home cities, who already understand benefits of mobility in education, are interested to scale up that with international experiences, in becoming internationally competent, making international friendships and/or becoming well-prepared for job requirements. Becoming familiar with what matters to groups you seek to engage will help you adapt your messaging to these audiences.
If you want to be more specific you can add some goal numbers you wish to reach. For example, highlight professional aspects to attract 5 young people in education outside of their home cities to your mobility program. However, have in mind that goals need to be realistic, do not overestimate your possibilities. Remember: do not confuse communication objectives with those of the project itself.
Here are few examples of some general communication objectives you can use in your strategy:
Engage them to actively participate in social media post about specific mobility
Highlight interpersonal value gained through mobility
Inform about professional aspects of mobility