Proposed Audiences and Development Strategy The following contains my proposed audiences and development strategy.
Research: To develop their strategy, Step Up needs to research their target audiences. In addition, Step Up needs to determine who their competition is and how they can differentiate their ‘brand.’ Furthermore, Step Up needs to determine the best way to reach their intended audience. For example, Step Up needs to decide whether the audience should be targeted by phone, mail, or both. This can be done by using cost effective secondary research. These resources could include the database, Internet sources such as LexisNexis, and public information resources.
Action Planning: After doing research, Step Up can develop a plan of action to determine who the target audience is. Research has shown that the proposed audiences for this campaign are:
▫ Middle and upper class families with children. This is because the parents can empathize with the case.
▫ Middle and upper class elderly with grandchildren. They can empathize with the case because they have had children and currently have grandchildren.
▫ People who support universal healthcare. They already believe in the case, therefore they will be likely to help us.
▫ Anyone who is interested in providing healthcare services for family and children. Proposed audiences for this could be careminded physicians, conscientious professionals, etc. These audiences are a good fit because they already care about healthcare for children and just need a way to support a cause that they believe in. After determining target audience, Step Up can move to their plan of action. In this case, Step Up’s plan of action uses telemarketing, direct mail, and Step Up’s website.
Communicating: Step Up will communicate the case through a combination of telemarketing and direct mail. First, a direct mail piece will be sent out. This will be followed in two weeks by a telemarketing call. The goal of the call would be to build relationships and inform the prospective donor about the opportunities he/she has to become a part of the Step Up foundation. However, the primary purpose of the call will be to leave a positive impression of the organization. Through building positive relationships the dollars will come.
Evaluation: Step Up will evaluate the program based on the amount of dollars raised and the number of positive conversations the organization has had with past, present, and future donors.
The following contains my proposed audiences and development strategy. determine who the target audience is. Research has shown that the pro...