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cam·paign n. (kam-pan') : 1) A
series of military operations undertaken to achieve a large-scale
objective during a war; 2) an operation or series of operations
energetically pursued to accomplish a purpose; 3) a connected series
of operations designed to bring about a particular result.
If you have a story to tell, you have a campaign.
If you have an opinion to influence, you have a campaign.
If you have a message to get out, you have a campaign.
If you have a problem to solve, you have a campaign.
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No matter what you call it, if you need to win, you need a comprehensive
campaign. It is no longer enough to rely on just marketing, or just
public relations, or just lobbying, or just sales. You need a total
integrated solution to guarantee the whole is greater than the sum
of its parts.
Whether you are attempting to get elected, influence policy, organize
the members of your group, mobilize for an initiative, pass a referendum,
or better communicate your position to any group, you must bring
the biggest guns to the fight. Businesses can hire dozens of lobbyists,
but they are fighting activists armed with thousands of vociferous
local citizens. Citizen action groups have the human capital, but
without solid messaging, strategy and direction it is wasted. Trade
groups can place huge media buys, but if they don’t incorporate
grassroots campaigns, blog management, direct mail, outreach telecom
and earned media like their competition, they are disadvantaged.
Politicians and policy groups can propose ideas, but without comprehensive
message delivery and short and long-term planning they get lost
in the legislative woods.
We are the gun you bring to the knife fight.
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