Lightbulb on the Great Western Staircase in the NYS Capitol.

Where to Start

Plan Your Project

Unsure where to start? Use these questions to guide your project and define your goals so we can help you achieve them.

Who: Define Your Audience
  • Who are you trying to reach?
  • How old is your targeted audience?
  • What do you know about your audience’s lives, habits, or choices?
What: Communicate Your Message
  • What is your key message?
  • What is the most important thing you want your audience to know?
  • What story are you trying to tell in this campaign?
  • What emotion are you trying to evoke?
  • What is the tone of the campaign?
  • What information or research can you share with us that frames the scope of the issue?
  • What facts, tips, or information should we include or convey in this campaign?
When: Keep Your Project On Track
  • When do you need to deliver, post, or broadcast the finished product?
  • How long will it take to get necessary approval on each stage of the project?
Where: Locating Your Audience
  • Where do you plan on distributing the finished product?
  • Which areas of New York State will you target with this campaign?
Why: Communicate the Importance of Your Message
  • Why are you highlighting this issue?
  • What do you want the audience to do?
  • What is your call to action?
  • How does this message benefit the audience?
How: Creating Your Project
  • What project type do you think will help you reach your audience?
  • What methods are you hoping to use to target your audience?
  • Are you launching a new website with this campaign, or will you be directing your audience to a website?
  • Are you planning to share your project on social media?
  • What is your budget?


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