Constant or Flooding

McDonalds just announced that it was hiring up to 50,000 new employees on National Hiring Day- April 19, 2011.  McDonalds was planning to add these positions already but decided to lump the hiring into a single event.  The coverage of McDonald’s announcement turned into national news due to size and scope of the one-day event.  

What can we learn from McDonald’s experience?  I recently received a letter from an independent school announcing four significant philanthropic gifts to separate initiatives.  My assessment of the school after the reading the message was that great things were taking place.  Had I received an announcement once a week over a month from the school sharing news about each contribution individually it may not have had the same impact.  Sometimes a flood of information leaves a greater impression that a stream of constant communication running at the same pace.

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