Strategic 1

TO: All Employees
FROM: [Name]
SUBJECT: Advertising Revision

We will be making a significant strategic shift in the focus of our current advertising campaign.

A study recently completed by our agency's research team indicates that consumers do not believe the primary message of our campaign, namely, that our online banking services are comparable or preferable to traditional branch banking.

Since consumers did list several appeals of our online service--not preferences, just "positives"--our current advertising will be reworked so as to communicate the inherent benefits of our offering without drawing direct comparisons between traditional and online.

The agency is working on revisions (using existing footage) that they will present to us next week. The current advertising will continue to run until we are ready to replace it.

Please let me know if you have any questions about the research, its implications, or the changes we will be effecting.

[BL]* A strategic shift is the most profound sort of change that can be made to a campaign. Give a clear rationale for the proposed revisions.
* Let the reader know what sort of logistical/executional costs will be required to effect the change in strategy.