Sunday, May 3, 2015

Developing a Successful Campaign

Council Woman Dozier has been promoting benefits of local purchasing since getting on the Apex Town council back in 2013. The “Think Apex” initiative was suggested by Council Woman Dozier as a way to promote Apex businesses by make residents aware of the local choices in their own community for goods and services. By bringing together a collective source of information she believes local relationships become stronger.  

Molding this concept into a successful campaign required strategic decisions to fulfill short term and long term goals. The initial introduction of the concept was made at a “grassroots” level of engagement. This occurred at the annual Peakfest event in May, which attracts over 30,000 attendees each year. 

Magnets and decals were selected for their effectiveness in mass distribution. The cost per item is low and providing a low cost per impression for a product with proven longevity for use. By utilizing products with sustainable impressions awareness, curiosity and interest in the program are yielded and will effect change.    

During the Peakfest, our company encouraged Dozier to display an interactive banner which prompted the question, “What Does Apex Mean to You?” Attendees shared messages and words that summarized their thoughts about Apex. Her interaction with attendees combined with visual cues will generate a call to action guiding visitors to the new website created by the town of Apex.   

Are you launching a new product or service? Is your organization introducing an annual event? 

Before beginning campaign things to consider should include:
  1. Define your budget
  2. Establish the intent of your campaign, short term and long term goals.
  3. Define your target audience
  4. Define your reach of your message
  5. Consider how you will penetrate that market effectively by developing a marketing plan
  6. Establish a long term team for brand management if your campaign is for more than to promote an event, new product or service.
  7. Create a logo to promote your brand- graphics professionals like our company will be able to design a logo that is print ready in any format.
  8. Consistency of your branded materials and message is critical, considering the scope of the reach of your campaign you may need:
    1. Developing a brand guide if it’s a large initiative to educate promoters or users of your brand.
    2. Assembling a brand management team to oversea distributions for re-selling branded materials.
  9. Consider where to use images to replace words when telling stories in print or on line content.
  10. Cross promote your “story” between media outlets- with press releases, blogs, social media postings, education forums and direct mail pieces.
To learn more about Dozier’s vision for this project visit our press tab-

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