· 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 6th 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”
I like this idea, and I think overall the proposal is getting a lot more defined and making a lot more sense. I liked the target audience description, and find it interesting that you targeted a 6th grader. Overall, will you target a certain age group? Younger because you want to create better habits early on, similar to the truth campaign?
ReplyDeleteTarget audience definitions feel strange, especially because they are so reliant on stereotypes, but reading your target audience profile helped illuminate segmentation definitions.
Is it a "heart" campaign? Or a "head" to "heart" campaign? Because they have to recognize that education=success, but yeah, maybe heart if education=cool.