I realize that strategy can mean different things to different people. What I mean by “strategy” is the focus on the strategic outlook, the proverbial “big picture”. While that seems simple enough, most clients that I have worked with are not looking for a strategy, they are looking for something a little more tangible like a website or online/e-mail campaign.

A recent example of this is with a client that wanted to increase exposure of the summer activities of a resort town known for its winter activities. What was expected was an online media campaign. What we delivered went far beyond the immediate goal by capturing over 11,000 new self-segmented leads.

We are now nurturing last year’s leads with dynamic content e-mail programs based upon the activities they have selected and have greatly increased the exposure for this year’s version of the campaign due to its success. We turned a summer campaign into an effective summer campaign for years to come.