Excerpt from Chapter 10 – “BRANDED CAMPAIGNS”

Published January 1, 2018

Your company and its brand now have a well-defined mission, a carefully honed message, and a compelling visual identity. You know your position in the marketplace. Now it’s time to get to work on consumer awareness of your brand, which is where your marketing campaigns come into play.

By definition, a marketing campaign is a specific and defined series of activities used in marketing a new or changed product or a series of activities launched in new marketing channels and methods. These channels include various digital marketing channels and social media, as well as traditional marketing channels such as print and broadcast media. While your company’s mission, message, and visual identity are likely to remain relatively constant over time, lasting up to a decade or longer, the marketing campaigns you develop should less permanent. Your campaigns should be considered as annual or even seasonal methods of establishing, maintaining, and increasing consumer brand awareness.