I like to think of these marketing campaigns like a fashion collection (or at least, what I know of a fashion collection from watching Project Runway religiously). The pieces need to all seem like they’re from the same set, and yet they all need to have different elements. I think of programming, too- how can I make an element that can be useful throughout the whole campaign? The calendar, for example, was useful on a number of different mailings, as were the little pink buttons.