Volume 3 | March 2007 Issue   Welcome to Impressions, the e-newsletter of Carolyn Grisko & Associates Inc. Published every other month, Impressions provides timely public relations, issues management and marketing insight. In this issue, we offer tips for a winning campaign strategy. Be sure to check out our examples, illustrating how CG&A can help make your next campaign a success. Best wishes for a fabulous Spring!     Tips for a Winning Campaign Strategy Marketers today are using a suite of tools and technologies to promote their campaigns. Yet, many are delivering one “general” message to several different communities, limiting their campaign’s impact. Messages need to be targeted and tailored to create a stronger, longer-lasting tie with each audience. Before you begin promoting your next campaign, take a step back and ensure your strategy has these basics covered. Know Your Audience Identify your audience and determine how best to reach them. Research group affiliations, communities and trade associations to which they might belong and trust. Also consider their lifestyle, personal interests and values. Doing your research will ensure your outreach is going to have the greatest impact. Target Your Communication Choose the most effective marketing tools to initiate and maintain contact (direct mail, e-mail, trade show, etc.) Through surveys or focus groups, determine what style of advertising will attract your audience – are they more apt to respond to a visual message or more concerned with text-based hard facts? Find out what type of newsletters, discussion boards, blogs and social networking sites they subscribe to. Be Clear and Consistent It’s critical that no matter how you adjust your messaging to various audiences, you keep your brand clear and consistent to provide overarching relevance to the issue. Make sure your brand is easily recognizable and remains the same despite the application to various components of the campaign. Carolyn Grisko & Associates Inc. is currently working with Gift of Hope Organ & Tissue Donor Network on Donate Life Illinois, a campaign to register 3.5 million Illinois residents in the state’s new organ/tissue donor registry by April 2008. Below are three examples of how we are applying the basics to properly connect with the target audiences for this issue.  Tailored Youth Campaign Though the target audience for the Donate Life Illinois campaign is broad, we have identified key locations to best connect with particular demographics. For example, through our Campus Campaign we are reaching out to college campuses to help motivate 18-21 year-olds to register.  Tailored Social Media The emergence of social media and networking sites has given us more Web-based tools to deliver our messages to each target audience in a more frequent, conversational manner via our campaign blog, Facebook and MySpace.  Consistent Brand Application Maintaining brand consistency has been critical to reinforcing the Donate Life Illinois message. In targeting outreach to businesses and organizations for the campaign’s Workplace Partners program, we focused on adapting our logo and messages to emphasize the need for employees to re-register as organ/tissue donors. Do you have an issue that you need help with? CG&A has decades of combined experience in public relations, issues management and marketing. Request a brochure or contact us today: Carolyn Grisko & Associates 400 West Erie, Suite 400 Chicago, IL 60610 312.335.0100 (phone) 312.335.0103 (fax) www.grisko.com