Digital or Traditional, Campaign Messaging Is Paramount

Marianne Aiello, for HealthLeaders Media , November 10, 2010

After tossing around a few ideas, the marketing team decided on a tactic that would deliver personably written messages to women in personal settings, such as gym locker rooms, boutique fitting rooms, and café restrooms. Each ad emphasized Bayfront's personalized care and drove women to its website.

"We knew that the creative, message, and delivery had to feel very personal," Stone said. "The idea came about of a very boutique campaign using girly talk and a very fun approach to breast care, which isn't typically what you see. We thought that would really resonate with women because girl talk among women is very personal."

An added benefit of this campaign is the relationship it helped Bayfront forge with local businesses.

"By working with the local business around town we created in essence an affiliate marketing program and we're going to be able to leverage that moving forward," said Tony Miller, managing partner at Spark.

Stone and her team are pleased that the campaign has struck a chord with the community.


"I think this campaign has resonated with our target market because not only are our messages really fun, but the places that we're putting them have really fit the message," Stone said. "They're in fitting rooms and bathrooms and lingerie stores and places where women go. If a man doesn't see it then we're doing it the right way."

Whether you're planning a social media campaign or a traditional advertising push, on-point messaging is the most crucial aspect to the effort's success. The next most important element is making sure your message is seen, and sometimes the done best using plain-old paper.

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