Descriptions of priority target audiences

Assignment Help Marketing Management

Reference no: EM133767732

Background, Purpose & Focus

What social issue is this plan intended to impact (e.g., Water Quality)? What population (e.g., Single Family Households) and/or solution (e.g., Yard Care) will be focused on? Why? Who is the sponsor?

2.0

Situation Analysis

2.1

SWOT: Organizational Strengths & Weaknesses and Environmental Opportunities &Threats

2.2

Key learning from a review of similar prior efforts and additional exploratory market research

3.0

Target Audience(s)

3.1

Descriptions of priority target audience(s) include demographics, geographic, relevant behaviors, values and lifestyle, social networks, and community assets, relative to the plan's purpose and focus

3.2

Market research findings providing rationale for targeted audiences include factors such as

size, problem incidence, problem severity, defensiveness, reachability, potential

responsiveness to marketing mix elements, incremental costs, and organizational match,

relative to the plan's purpose and area of focus

4.0

Behavior Objective & Outcome Goal

4.1

Behavior (Single, Simple, Doable ones) target audience will be influenced to adopt (e.g.,plant native plants)

4.2

SMART Goal (Specific, Measurable, Achievable, Relevant, Time bound) quantifying desired

behavior outcomes

5.0

Factors Influencing Adoption of the Behavior Based on Formative Research

5.1

Perceived barriers and costs to targeted behavior

5.2

Potential unique and meaningful benefits that will help persuade and sustain targeted behaviors

5.3

Competing behaviors/forces/choices

5.4

Influence of important others

6.0

Positioning Statement

How we want the target audience to see the targeted behavior, highlighting unique benefits and

the value proposition.

7.0

Marketing Mix Strategies (The 4Ps): Pretested and Refined Based On Target

Audience

Research

7.1

Product: Benefits from performing behaviors and features of goods or services offered/promoted

Core Product: Desired audience benefits promised in exchange for performing the behavior.

Actual Product: Features of any goods or services offered/promoted (e.g., 100 Native Plants to choose from)

Augmented Product: Additional goods & services to help perform the behavior or

increase appeal (e.g., workshops on how to design a native plant garden)

7.2

Price Costs that will be associated with adopting the behavior and pricing-related tactics.

Costs: money, time, physical effort, psychological, lack of pleasure

Price-Related Tactics: Monetary & Non-monetary Incentives & Disincentives

7.3

Place: Making access convenient. Creating convenient opportunities to engage in the targeted behaviors and/or access products and services, including developing partnerships for distribution channels and

reinforcing desired behaviors

7.4

Promotion: Persuasive communications highlighting benefits, features, fair price & ease of access

Messages, Messengers, Creative Strategy, and Media Channels

8.0

Plan for Monitoring & Evaluation

8.1

Purpose and audience for monitoring progress and evaluating final results.

8.2

What will be measured: inputs, outputs, outcomes (from Step 4) and (potentially) impact?

8.3

How and when measures will be taken

9.0

Budget

9.1

Costs for implementing marketing plan, including additional research and monitoring/evaluation plan.

9.2

Any anticipated incremental revenues, cost savings or partner contributions

10.0

Plan for Implementation and Program Management

Who will do what, when-including partners and their roles?

Reference no: EM133767732

Questions Cloud

Asthmatic female patient maintained : A 29 y/o asthmatic female patient maintained on Step 3 therapy who had the flu one month ago and since then she has been experiencing worsened SOB

Discuss how ehr is related to data mining : Discuss how EHR is related to data mining. What is the potential of healthcare data mining? How can it benefit or improve patient outcomes?

Address gender stratification in the economy : address gender stratification in the economy, politics, culture, education and family. Write one paragraph for each. A complete list of used-sources

How could you present patient education on importance : How could you present patient education on the importance of following the low-salt, lower-calorie diet that was recommended previously?

Descriptions of priority target audiences : Descriptions of priority target audiences include demographics, geographic, relevant behaviors, values and lifestyle, social networks, and community assets

Discomfort described as pressure under the sternum : 58 yo female Asian American women presents with chest discomfort described as pressure under the sternum.

Health care systems of canada and the united states : Identify and explain four (4) differences between the health care systems of Canada and the United States. Write a paragraph explaining each difference

Define electronic health records?or personal health records : BSN 235- Explain the implementation of electronic health records or personal health records. Define electronic health records?or personal health records.

Focusing on the simple regression : Focusing on the simple regression, write out the conceptual null and alternative hypotheses being tested in this example.

User Account

All Pages