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Campaign strategy begins by understanding your target audience, how they work, how they live, where they live. In this example for Stonebridge Technologies we developed a campaign strategy around a breakfast presentation, which research showed was the best time to communicate with top company executives. A custom-made cereal box (with real cereal inside) relayed the details of the breakfast meeting on the sides of the box. These boxes were mailed one at a time for three weeks in a row. At the meeting T-shirts, coffee mugs, packets of coffee and a matching packet of information was provided for each attendee. The campaign was such an overwhelming success that even those executives who couldn't attend called to say how impressed they were with the invitation. Successful campaign strategy involves communicating a strong, clear message in an attention-getting, creative way.