Strategic Planning
Careful planning is fundamental to achieving the goals of public education and social marketing. Our clients rely on us to help them plan campaigns to reach tens of millions of people and garner millions of dollars worth of media value. To achieve our clients’ goals, Cadmus takes a comprehensive approach to strategic planning in which we:
- Consider our clients’ goals and determine measures of success
- Identify target audiences and their key motivators, barriers, and media habits
- Identify new and emerging media vehicles and techniques
- Organize and coordinate partnerships
- Develop media plans for media and outreach efforts
Using our approach, we have generated public relations coverage and executed a number of public service announcement (PSA) outreach plans for such clients as the U.S. EPA’s ENERGY STAR® program:
- Change a Light, Change the World (2001-2004) – Media placements included USA Radio, Associated Press Broadcast, and 17 top-100 DMA TV stations
- Cool Change (2002-2004) – Media placements included “The Early Show (CBS),” Audioline (359 radio stations), AP Syndication, 48 MediaLink B-Roll placements
- Home Electronics (2002-Present) – Media placements on the “Today Show (NBC),” “The View,” Family Life Radio Network, Voice of America Radio, Men’s Health, Natural Home, Orlando Sentinel
- Change PSA Campaign – National and local broadcast, cable, radio, and consumer and trade print
- $17 million earned media value
- Mark & Suzanne TV PSAs – National broadcast and cable, and local broadcast
- $7.8 million earned and counting
