Campaign strategy is a marketing strategy meant to get customers to think about a brand in a certain way or in relation to an action that gives the brand an identity in the eyes of the public. Campaign strategy is a plan to achieve an objective, usually of a large-scale, over an extended period of time. It usually coordinates many activities and uses of resources involving multiple organizations. A campaign plan could also have subordinate objectives or intermediate milestones and is often broken down by phases. They often begin with an assessment of the situation to put the plan in context. Campaign plans are often created in business marketing, political campaigning and military campaigning.