Implementing a Media Campaign


            If you are trying to create change in your community on alcohol issues, you know firsthand how difficult it can
            be. Effective social marketing requires more than hanging posters or handing out pamphlets. But where do
            you begin? And how do you make the most of your budget? For the past 20 years, FACE has been producing
            award-winning, research-based resources that focus specifically on alcohol issues. We can help you create an
            effective campaign while staying within your budget. Follow these three steps.



            1. Develop a campaign.

            The first step in developing a campaign is research. It is a critical aspect of any media campaign. FACE prides
            itself on thoroughly researching any topic before beginning the creative process. Our staff pulls current data,
            statistics and news announcements daily so we are constantly informed on new trends and/or policy changes.

            We believe it is important to use research data in combination with current trends and local
            perceptions to provide a sound media strategy. This enables us to produce creative messages that will
            resonate with your target audience.



            2. Choose the best approach.

            It is very important to consider a multi-prong marketing approach to achieve the best results. Using a variety of
            communications tactics will provide the best chance for the message being heard and seen, resulting in an
            increased awareness of the issue. To provide continuity, a main theme with a logo and tagline can be used to tie
            all of the media components together. If your budget allows, FACE can provide a marketing strategy and
            communications rollout plan with a timeframe as part of the overall project.

            Effective media campaigns start with a marketing strategy. The strategy will ensure everyone has agreed to
            the same goals and objectives. It will keep everyone moving in the same direction and set expectations for the
            campaign. The marketing strategy does not have to be long, it just has to answer the right questions and
            everyone must agree and hold to it. The marketing plan is essentially a timeline of when the components of
            the campaign should be distributed. Because a media campaign is comprised of several communications tactics
            or materials, there must be an organized and effective schedule for placement.

            back to top



            3. Select the right resources.

            Media campaigns include a combination of resources ranging from bookmarks, posters and brochures to
            public service announcements, films, billboards and training.

            To help with budgeting, there are three different resource options you might choose from:

            1. Use existing resources from the diverse selection FACE offers.

            2. Use existing resources customized with your logo.

            3. Work with FACE to create your own campaign with a new logo, tagline and media specifically targeted to your
                city or state.

            The chart below shows the alcohol-related issues you may be working on and the wide variety of resources
            available from FACE that correspond with that issue.


            back to top



            Download a PDF of this page.
            Call FACE at 1-888-822-3223 to get started now!