Fact is, getting consumer education programs recognized nationally is challenging, but more importantly, it may not even be on strategy as the best way to reach your audience. Local market media, events and new media vehicles allow you surround and focus on your audience. A great deal of time and money is spent developing consumer campaigns, and too often not enough focus or credit is given to successful grassroots outreach, where the benefits can be most impactful. Further third party partners want to put their weight behind programs with staying prower - those that last (and are supported) for more than six months.

If you're feeling compelled to shake up your current program, ask yourself three questions: 1) is the current campaign still on strategy and achieving its objectives? 2) Are there markets, outlets or audiences that would still benefit from this campaign?, 3 ) Is there an ROI advantage to continuing or repackaging this program versus developing another? If you answered yes to any of the questions, take a moment to evaluate if you are moving on to a new campaign for the right reasons. Good ideas and solid campaigns don't come around every day, and the best program for you and your brand today just might be under your nose.