Reset

Having come to a conclusion that I should have reached several weeks ago, I am in need of fundamentally altering the Big Picture that I have thus far created. It seems that nothing in the behavioral change campaign I designed had anything to do with TFA's core competence. Seemed like a good idea at the time, but...

I think I have two options here.
1. Keep the same basic structure and change the Fundamental Entity to New York Public Schools
2. Keep TFA as the FE and change the goals of the marketing strategy to something like corps member recruitment, which would be more in line with TFA's competencies and model for change

Frankly, I think it would be easier to keep TFA and go with the recruitment campaign. Having invested a good deal of creative thought already on how to mount a campaign directed at schoolchildren, however, I am going to change my FE and hope that I can make some sense out of the rest of the campaign.

Section 3 of the Big Picture

· Segmentation:

o Behavioral: inner city school children missing more than 10 but less than 40 days of school/year

o Aspirational: students’ desires for respect/security

o MV: Learning

o DV: Respect -- education will get you the admiration of peers

· Target audience definition: John

o 6^th grader, NYC

o Rides the subway to school

o Thinks that being “cool” is most important thing in life

§ Wears branded clothing designed for urban youth

§ Gets haircut biweekly to keep looking sharp

§ Has posters of sports celebrities in his bedroom at home

§ Hobbies include listening to pop music, watching television (reality shows and sports) and playing basketball

§ Saves most of his allowance to buy products that enhance image with peers such as music, clothing, and video games, but is conscientiously frugal elsewhere

· Is currently saving up for new pair of Air-Jordans after hearing a classmate extol the virtues of the shoe

o Eats most meals at home but is occasionally treated to McDonald’s with family

o Goes to school because parents require it/potential of getting caught if he skips

§ Sometimes enjoys school, but most of the time is bored

§ Has trouble articulating what the benefits of an education are, but knows it is important to parents/other influential adults

· Positioning: School is a route to power, wealth, and respect

o 5 box positioning statement

§ Current belief: education is not a priority

§ Current Do: skip school and de-prioritize studies

§ Proposition: education is a means to success, respect, and security

§ Desired Belief: education is “cool”

§ Desired Do: Attend class, study, and improve test scores

o Image – ‘Heart’ campaign using surrogates/compelling images to re-brand education and achievement as “cool”

Some Revisions

I've re-thought my Source of Volume and decided that a Stimulate Demand strategy is more effective and allows me to identify my category more effectively as inner city education.

Doing so should permit me to construct a marketing strategy that more accurately represents the competitive landscape in trying to convince kids that education is a top priority.

I also revised TFA's core competence a bit, including as one of their competences skill at database development and analysis leading to a strategic asset of improved process design and augmented insights about how to boost test scores.

While the campaign I am outlining makes sense for TFA to pursue, on some level I am outlining a campaign for TFA on behalf of the education system in general. This realization leads me to question whether my fundamental entity might need to be expanded.