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Every marketing campaign is the same, and every one of them is also different. Always, it’s important to know who you want to reach, what you want to tell them, and what you want them to do with that information. How you go about that depends on the project. 

In the case of the award-winning photographer and director Craig Cutler, he wanted a campaign that would reach existing and would-be clients on a weekly basis. His idea was to create a new project every week for a year, and he wanted suggestions for how to promote it.

I came up with the name CC52, for his initials and the number of weeks during which the campaign would unfold, and a series of distribution points. Every Friday, his new project would be posted on his reps’ blog, always with CC52 in the headline (for example, “CC52: Duct Tape”) in order to reinforce the branding. Once a month, there would be an eblast showcasing the latest projects, with a link to see all of the CC52 projects up to that date. And at the end of the year, there would be a printed piece featuring images from CC52 and an exhibition. 

Craig loved the idea. He faithfully created compelling new projects every week, I posted them and sent out the eblasts, and he worked with a designer to create a handsome printed piece and collaborated with the production house Industrial Color to host the exhibition/party, which featured a DJ and to which clients were invited (the Facebook page has photos from the event). CC52 garnered Craig press, raised his profile (and highlighted his enormous creativity) with clients, and led to new work