[WEEK 4] Communication Campaign Objective & Target Audience

I had applied the elements of Four Things to Consider When Setting Campaign Objectives and Five Ways to Narrow Your Target Audience from this website as a guideline to help me in setting campaign objective and target audience.

Objective

1. What is the goal of the campaign?

The goal of this campaign is to last long the virtue of sharing,it can make the world a much better place and advocate harmony between people. In addition, this campaign helps people to understand the benefits of sharing, and sharing can benefit us personally and financially. 

2. Do you want to change public opinion, or communicate messages that are         important to you? 

We tend to consider it a given that sharing is a good thing. As children, we're taught (and made) to share our toys, our crayons, and our rooms. As we age, our toys and our personal space become larger and more expensive, and we share them less and less. People now a day don't share their thing because of many reason. This campaign will helps people change their views on sharing and redefine the significance of collaborative consumption.  

3. Is the campaign short or long-term?

This is the short-term campaign, and it mainly share about how well the collaborative consumption helps in our life and its benefits. We are not focus on educing and make people change their opinion but we wish to see public start sharing by taking a small step such as rent some of their items to people. Besides, we hope to see people are support the concept of collaborative consumption such as they begin carpooling with their colleague or friends.     

4. How can the campaign help us build a stronger community?

Just imagine being part of a movement where people stopped relying on this corporate machine for their every need and started relying more on their friends, family and neighbors, bringing back a sense of community and belonging, breaking down the barriers and shackles of debt and ownership that enslave us. 

Target Audience

1. Which audience best helps you meet your specific campaign objective?

The target audience of this campaign will be 25-30 years old young working adult. Our objective is to let people learn the great value of sharing, understand the importance and benefits of sharing to make this world a better place. They are easy to being attract by something new, and this will be the chance to instill the concept of sharing to them, in order to show them the benefits of sharing. 

2. Is this audience persuadable?

This population they are happy and willing to accept new thing, dare in consumption and enjoy their life although they might earn not much. Collaborative consumption is a great value to let this group of people to learn, they able to try something new and more easier to persuade and approach than other population.

3. Which segment has the most influence and impact?

Young working adult with no much of income and the spirit of courage on accept new things, they are able to adopt and try out on doing something. Collaborative consumption is a new way and opportunity for them to earn some money, reduced personal cost and burden, lower environmental impact, pick up the social responsibility to change the community become better.

4. Can you realistically reach the target audience?

Young working adults have a mature mindset and ability to analyse things, but yet their determination is still unstable and easy to be affected by people, things that surrounded them. We take this as an opportunity to help them change their attitude and behavior towards collaborative consumption and challenge them by taking part on it.

5. Have you applied a ruthless focus?

We will focus on those young working adult who are willing to accept the new concept of sharing with people in the society and involve in the new trend. There might have young working adult who refuse to sharing and giving a cold response to this new trend, however, we do pay attention on people who give a good response and interest in support this campaign.