** I attach the file to read and choose
Now that you have an idea about what you want to do for a campaign, and what your organization and the surrounding environment will likely allow you to do, the next important part is to assess your audience.
First, Id like you to briefly discuss an overall target audience analysis. What led you to this target audience? Who are they in general? What information provides an understanding of them prior to segmentation? Oftentimes you can work backwards after you segment and discuss in greater detail the larger audience at hand.
Next, a campaign often develops audience profiles i.e. brief descriptions of your target audiences (both primary and secondary). The descriptions of your target audience can include the most relevant characteristics demographic, psychographic, geographic, behavioral, media use, etc. that you identified in your formative research. Make sure you describe the segmentation on the most appropriate for you, and justify your choice of segmentation variables (characteristics). If you have numerous audiences, it may be helpful to prioritize (e.g. describe which audiences are primary, secondary, and tertiary) and provide background for your prioritization decision.
Here youll also want to discuss a brief competitive analysis. What competitors/behaviors does your target audience face in regards to the health topic youve chosen? What are the main barriers they have in what you are asking them to do? Be descriptive and specific.
Then, Id like you to try out formative evaluation. Id like you to engage in at least one evaluation (either a key informant interview or KII, a brief survey or intercept interview with 5 or so audience members, a small 30 minute focus group, etc). This evaluation can provide any (or all of the following information):
which audience may be most effective for your campaign
the actual severity of the topic itself, or how receptive an audience would be
how the organization would best house, or how they would help you implement or even design, a campaign (especially useful for KIIs)
what kind of visual cues or credible sources may be helpful for the target audience to pay attention
anything else you can think of to help design and implement the campaign (you could even ask about messages that might work or how to design things for the campaign usually we do formative evaluation at various points in the campaign, but due to time, Im just asking you to do it at one point).
Summarize the formative evaluation you conducted and how you executed it. Each formative evaluation is 1-3 pages (longer for focus groups or very involved key informant interviews). Generally the write-up is as follows: 1) who did you ask and what did you ask them? (for instance, what survey questions did you ask in general and a description of the people you surveyed); 2) what did they say (for quantitative measures, this involves a fairly good summary of the data you collected for each important question, for qualitative this involves quotes, overall themes/thoughts/perceptions, and other important overall data that bring a personal aspect to the collected data); 3) how did the evaluation change, influence, or validate your strategies.
