The Secret to a Smart Strategy: Clear Objectives and Courageous Choices

“Know what your objective is, be clear why that’s the right objective, and be open to the way you get there. … because it might be unexpected.” – Carrie Schum, Hattaway Communications

Success in any campaign begins with a clear understanding of your target audience and objective. You need to know who must take action, what they must do, and why they would do it.

For example, Carrie Schum, Hattaway’s executive vice president, once led a campaign for the American Lung Association to encourage smokers who had tried to quit, but failed the first time, to try again.

It was a straightforward audience and objective—drive smokers who struggled with quitting to sign up for resources and support to succeed. But the message was surprising: “You’re not a failure. You’re a seven-time learner.”

The approach proved effective, because Carrie and her team unearthed a unique insight through smart audience research: Many smokers felt judged for “failing” to quit, which discouraged them from trying again.

The campaign showed smokers that the American Lung Association was on their side, not judging them—and many thousands responded to the call.

Listen to our Achieve Great Things interview with Carrie Schum: The Secret to a Smart Strategy: Clear Objectives and Courageous Choices.