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Develop a campaign (message and channels) for the case study in Assignment 1 that generates favourable, stable behavioural change.
Submit one file with max. two pages clearly formatted:
Page 1:
One marcomms objective
One target segment (target audience) defined with key characteristics (focus on researching characteristics that will inform your messaging)
Page 2:
One overarching creative idea (message) for the campaign - must be based on info in Page 1 and persuasions theories learned in class
Two-three media (channels) to implement the campaign
Proposed budget allocation and return (monetary/non-monetary) - figure out the total budget based on class discussions and case study details
Blocking chart for 3months
Two-three KPIs for the entire campaign (not per media/activity)
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