With any new marketing campaign, it’s important to define long-term goals and expectations for those goals. It is great to have a fantastic campaign but knowing whether it sticks with the target can be hard to measure or stand the test of time. So what does it take to make a campaign stand the test of time? That would be a consistent message. Brand strategy and communication need to reinforce a continuous message. In essence, what are you trying to tell these people? Some brands go with a great slogan like Burger King ‘Have it Your Way’, or a catchy jingle such as the ringing at the end of any Taco Bell commercial. These brands have built their message up enough so that you can recognize them simply by their color scheme or logo. What got them to that place was a consistent message over the course of time. People are exposed to thousands of advertisements everyday. Brands have to stay consistent to be memorable. This is a tough concept for many brands and companies to understand. From the website to the radio ad, the voice and message must translate. And it is not an overnight process. Parents Matter had a serious issue to overcome. Started in 2006 by a group of parents who wanted to combat underage drinking and driving, Parents Matter knew they had a long road ahead of them to get their message understood. 2013 was the first year since the campaign started that there were zero teenage deaths caused by drinking and driving. That was one for the history books. Parents Matter’s consistent and continued awareness message, encouraging parents to have the talk with their children about underage drinking and driving, can be directly correlated with the decrease in death and accidents since 2006. Because they saw the long-term goal, they got the results they were looking for. HenkinSchultz stayed the course with Parents Matter and helped keep the overall message fresh and exciting. We view that as something to hang our hat on. Give us a call if you are interested in creating a consistent message within your brand.