Reference no: EM133040686

The Adams 14 school district has struggled in recent years; less than 25% of elementary school students are reading at grade level. You are the director of marketing for the area's Library system and are creating a social marketing campaign that addresses the issue of low reading levels in children.

-The purpose of their current campaign is to increase the number of elementary-age students who read at grade level.

-The priority audience is parents of elementary-aged kids who are below grade level in reading, from low-income households, in the Adams 14 district.

-The behavior objective is for parents to bring their child(ren) to their local library once a week.

-The knowledge objective is for parents to understand that kids who see reading as fun (vs. work) are more likely to read at grade level.

-The belief objective is for parents to believe that supporting their child's reading will lead to overall improvements in their child's academic achievement.List at least three barriers that could keep the priority audience from adopting this behavior. List at least three benefits that this target market would see from adopting this behavior

Name at least three "product" ideas (product/service/experience) that would support the behavior objective. Which barriers or benefits does each product address?

Name at least three "place" strategies you could use to support the adoption of this behavior. Which barriers or benefits does each strategy address?

Name at least three "price" strategies (include both monetary and non-monetary) you could use to support the adoption of this behavior. Which barriers or benefits does each strategy address?

Develop at least two ideas relating to the branding of the campaign. Ideas could relate to message/slogan(s), spokesperson, or logo.

Name at least three specific "promotion" channels you would use to reach your priority audience. Explain why each channel makes sense.

Develop one specific output measure, one specific outcome measures, and one impact measure for this campaign (label them so it's clear which is which). Describe how you will collect relevant data to measure performance against each measure.

You have determined that implementing this campaign will cost $100,000 over two years (above the Library's tax-payer funded baseline operational funds). Describe and defend two strategies for raising this money.