IN THIS CHAPTER
Building a singular vision for multiple platforms
Customizing strategies by media type
Unifying content to appeal to Millennials
The goal to finding success with Millennial audience members is to embrace their differences without abandoning your brand’s individuality. This blending can, at times, be difficult. You need a strategy that you can adjust to fit both the specifics of the network as well as the idiosyncrasies of your target audience. All the while, you want to maintain the brand persona you’ve worked so hard to cultivate. (The differentiating characteristics that define traditional and new media are covered in Chapters 5 and 6.)
In this chapter, the theme is unity. An important key to acquiring and retaining a Millennial audience is creating a brand presence that is identifiable, relatable, and consistent. To reach a point where your brand presence possesses these qualities, you need to unify your brand’s persona on every one of the networks, platforms, and applications on which you have a presence.
Every action you take, whether through print, TV targeting, social, or ...