MILITARY RECRUITMENT - Mi Navy Spot

Portada-online.com posted an article talking about the release of a new marketing direction for the Navy that serves as an extension to their current campaign "A Global Force For Good."
The campaign is planned to incorporate radio, print, digital and social media along side the video spot.

This is a great example of clear and specific branching of a campaign while remaining in the same vein of the feel and tone that was initially set down.
When creating your campaign it is important to identify your primary target followed by your secondary targets. After the ground work is developed you can then branch from you first target and adjust to meet the needs of the secondaries. You might cast a wide general net in your initial actions of the campaign but then narrow by age groups or interest groups to strengthen the approach towards the niche markets.