The core of any marketing push will be some specific message. If you don’t have a core message then I’m afraid you might need to look into it, because you can’t expect to be successful with your marketing if you don’t know what you’re trying to say to people.
This message needs to be based heavily around who your customers are and the best way to reach them. This message has to be about your customers, and the better your message is, the more forms of marketing you can use it for. That’s the great thing about a strong marketing message: you can apply it to any form of marketing.