You’re halfway through the year. Campaigns are running, budgets are (mostly) allocated, and performance dashboards are filling up. 

But here’s the question: 

Are your marketing efforts building real momentum—or are you just checking boxes? 

The second half of the year moves fast. Q4 is notorious for compressed timelines, crowded media space, and high-stakes expectations. That’s why now—before the fall frenzy—is the time to recalibrate. 

At Fraser Communications, we believe mid-year isn’t just a moment for reflection. It’s a strategic pivot point. A chance to align your marketing with what actually drives behavior—and move into Q3 and Q4 with clarity, confidence, and purpose. 

The Wakeup Call Checklist

1. Are you still talking to the right audience? 

Consumer habits shift quickly—and so should your targeting. Have you checked for changes in: 

• Demographics
• Media habits
• Cultural sentiment 

Fraser Communications specializes in reaching audiences that often get overlooked—but whose behaviors shape the market. It’s time to update your insights, not just your spend. 

2. Is your message still landing? 

Trends change more quickly than ever. What resonated in January might fall flat today. Use this mid-year moment to revisit your messaging: 

• Are your brand values coming through clearly?
• Is your tone aligned with what your audience needs now?
• Are you balancing brand with behavior? 

Our campaigns are built on real behavioral science—so when we pivot, we do it with intention. 

3. Are you maximizing your media? 

The most effective campaigns don’t always need new assets—they need smarter strategy. Consider: 

• Repurposing high-performing creative
• Adjusting platform mix based on ROI
• Planning now for holiday and year-end surges 

Don’t wait for the end of the year to scramble. Map your momentum now. 

4. Are you measuring what matters? 

Impressions don’t equal impact. This is the moment to ask: 

• Are your KPIs aligned with business outcomes?
• Is there a disconnect between engagement and conversion?
• What would success actually look like in Q4? 

Your mid-year momentum starts now. 

If your 2025 marketing plan is coasting—or stalling—this is your wake-up call. The brands that win Q4 are the ones that pivot smart in Q3. 

Fraser Communications brings behavioral insight, cultural fluency, and creative strategy that moves people—and results. Let’s make the second half count.