Get the Message Out

Gurland emphasizes the importance of a marketing campaign based on a strategic focus. “If you want to develop a marketing campaign, you must develop a written strategic plan based on research of customers, competitive analysis, and market conditions,” she says. “From this you will gain insight to narrow your focus to specific target markets. You must then develop a value proposition and an action plan with specific benchmarks. Finally, you must get all of management behind the plan.”