Promotional Campaign Is the Combination Term Paper

Prior to printing, the pamphlets will go to city managers, school boards, libraries, public information officers. Pamphlets will be available to all public inquiries and a PDF will be posted on the campaign web pages. Initial minimum 2003 print run of 50,000 per season. If municipalities require more, they will be available at cost in quantities of 1,000. Campaign 12-page booklet will be available at gardening stores, nurseries, public works departments, and other participating organizations. A very smart finding of this campaign's creators is to insert brief, two-page versions of the pamphlet designed with more visual appeal to the water utility bills which will show the direct connection between the problem and its' salvation that the company is providing.

As the importance of Internet access to any information grows, the need to make the campaign materials available online increases. Thus, an extensive campaign site with many downloadable materials will be available. 'An interactive metro watershed map will be designed to show watersheds of the region, their detailed information and how they overlap in multiple counties and cities'. Thus, almost all the printing and other media sources will be exploited to serve the goal of the campaign and increase its' effectiveness.

The third step in carrying out a promotional campaign is developing its' theme. 'Creating a noticable insignia or logo of some sort, and limiting the entire campaign to a few striking colors really makes your promotional activities come together as people will remember what they see. This coalesces into a recognizable platform and image for your organization'. Watershed chose the theme is that the individual's household behavior, water usage in this case, has the impact on the company as a whole.. As the company is connected with water theme, the campaign will encorporate the light-blue and yellow-green colour as the major working tones as well as it will be consistent in using fonts and printing styles.

The fourth step is reinforcing the theme with the central message which will make the campaign stand out and the perspective target group will delineate the campaign by. Watershed has chosen 'Good Neighbours Care About Clean Water' as the logo for this promotional campaign.When the campaign starts, several educational and interactive activities will be conducted to reinforce the influence of the campaign message received through mass media resources. Seminars, training, public attitude surveys will be conducted and the data collected can be used to develop future public educational strategies. A very important after-campaign step is the follow-up analysis by the means of surveying community which will be carried out 2 years after the campaign is completed.

The promotional campaign considered in this paper had increasing public awareness as a goal. But when it comes to promotional campaigns in business, a careful estimation must be done of the campaign budget and the expected outcomes of the campaign and thus whether the campaign will justify its' purpose. The long-lived companies with stable products can rely on their experience to predict the success of this particular promotional campaign for the company's standardized product. But in the ever-changing market with more and more products appearing, in order to gain the market share and promote the new product, innovative techniques must be employed and this may mean that the economic estimation whether the investment in the campaign will generate profits in the form of increased product promotion or sales, is difficult or impossible to make. Another recent trend is the use of more aggressive and creative techniques to promote products and sales due to increased competitiveness in the markets and the necessity to drag the attention of perspective customers from the variety of available products.

Dictionary of Marketing Terms, available at http://jobs.ama.org/mg-dictionary.php?Searched=1&SearchFor=promotional%20campaign

WATERSHED AWARENESS Mid-America Regional Council Water Quality Program Promotions Plan 2003-2004, available at http://www.marc.org/watershed/pubedplan.pdf#search='promotional%20campaign'

Cheverton, Peter. Key Marketing Skills: Strategies, Tools. London, GBR: Kogan Page, Limited, 2004. p 314.

Promotional Campaign, available at http://www.redfabrik.org/contents1/promo.html.....