Target Markets
The target market for the Abuse Awareness campaign is the young men and women of Generation Y. This generation has been labeled as the most difficult group of consumers to advertise to, however, being the target of the most abuse, it is also the most important segment of society to target for this campaign. Abuse impacts teens and young adults more than any other age group. The purpose of targeting Generation Y is to inform the most likely victims of domestic abuse in order to allow them the resources to remove themselves from hazardous situations. In addition, informing this generation while they are young allows them to have the necessary knowledge to prevent themselves from being in an abusive relationship, or allowing them to recognize abusive behavior in order to remove themselves from a potentially harmful situation.
The campaign will focus primarily on the northwest region of Pennsylvania,
targeting collegiate institutions. The campaign will begin at Allegheny College,
and involve regional colleges including Edinboro, Slippery Rock, and Grove
City. A large percentage of young adults in the target age range live in or
are involved in on campus activities. The secondary area of focus will be
Crawford County high schools. This is a vital audience to campaign for in
order to create awareness about abuse in order to prevent teens from involving
themselves in abusive situations. Targeting college students and high schools
in Crawford County encompasses the majority of potential victims of domestic
abuse in the northwestern Pennsylvania region.
In addition to the campaigns occurring in high schools and in college campuses,
billboards will be utilized along the northbound and southbound lanes of traffic
of interstate 79. Placing advertisements along this stretch of highway during
the summer months will target Generation Y during transit between schools
and home. The billboards will be graphic, in order to capture the audience's
attention, which includes but is not limited to Generation Y.
The placement and nature of the advertisements created is geared towards young
men and women between sixteen and twenty-four. This audience is the most likely
to be or become the victim of abuse, making it the largest target audience
available related to this campaign.
External Strengths Weaknesses Opportunity Threats
Reputation Professional, creative advertising Small, startup advertising firm
Chance to establish reputation Lack of current publicity
Market Share Strong local share Small regional share Opportunity to expand
regionally Not applicable
Product Value Information to those in need of help Lack of public understanding
Chance to educate public about abuse Privacy issues
Pricing Low cost advertising Small budget Creativity and efficiency to reach
audience at low cost Not Applicable
Distribution Low cost base of distribution Lack of existing regional network
Use of free college radio, cheap printing Established regional firms
External SWOT Analysis:
The external SWOT analysis reveals that our firm is small and young compared
to other companies. The benefits to this, however, have the opportunity to
compensate for this weakness. Our unique position as residents of Generation
Y allows us to understand the mindset of this age group. Being a small, young
company, we are more suited for adaptation to the ever-changing field of advertising
to young generations. The lack of current advertising in this subject allows
a chance for our firm to hold a large portion of the public service advertising
market in northwestern Pennsylvania.
Internal SWOT Analysis:
Internal Strengths Weaknesses Opportunities Threats
Leadership Well- balanced creative staff Young Staff Young staff can relate
to Generation Y Older more experienced firms can control market
Financial Strength Low- cost advertising Lack of financial power Small budget
means creativity and efficient ads Low budget could scare customers
Production Abilities Network between colleges and newspapers Lack of immediate
manufacturing ability Use of college radio and print shops Other firms have
more resources
Our young staff is well balanced and professional, allowing us to create more effective advertisements targeted towards our own generation. The finances allotted to this particular campaign far exceed the needed funds to address this issue, and allow us to spend more money creating unique programs such as concerts and benefit walks that raise awareness about domestic abuse. While our ages and lack of reputation may seem a weakness, they offer us the opportunity to reach our target market more effectively and potentially allow our firm to become more reputable in the world of advertising.