For this assignment, briefly summarize the behavioral, knowledge, and belief objectives and then list your goal(s) and discuss why it is the most valuable to your target audience.
After this, begin your discussion of the campaign strategy (using the 4 P\’s). The order that may work best for you is:
1. Product
2. Price
3. Place
For the product, describe the core, actual, and augmented products your campaign will be offering to your target audience. How do you know your audience wants that? What are the benefits the product gives them? How can you ensure they know that? What cues to action/reminders do they need (or are you planning to offer them)?
For the price, describe what it will \”cost\” your participants. For example, a cost / benefit analysis might be useful. Also think about will there be a monetary cost? What major competitive behaviors exist against the campaign (or organizations) and how you will minimize their effect?
For the place, where will distribution of your campaign be located and why will that be beneficial? Remember it\’s always a good idea to be at the \”decision making\” point of the campaign, or where the audience is centrally located – even if your campaign will be predominately online/word-of-mouth etc. For instance, will you have a location at the worksite/school/organization? If so, what are the advantages? Will you have a social media component? Again, why? How does it help the distribution of the campaign message/goal and ease the burden on your target audience.
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