Campaign Design research

Campaign Design An effective rural marketing campaign moves the target group progressively from awareness to interest to action, first educating people and then motivating them to act or invest. IDE designs customized educating and motivating messages for each of the different groups in its target audience – men, women, young children, the elderly – and delivers messages through the channels that most effectively reach them. To design campaigns, IDE uses to the following process: Target audience research. The quality of a marketing campaign depends on a strong understanding of the motivators for different members of the target audience. IDE conducts participatory focus groups and knowledge, attitudes, and practices (KAP) surveys to design its campaigns. Message development. Campaigns consist of core messages for different target groups that are clear, interesting, penetrating, culturally appropriate, and motivating. Campaign materials production. Marketing relies on materials that communicate the chosen messages in clear, attractive, memorable ways. IDE collaborates with artists, writers, designers, photographers and others to produce materials. Testing and refining materials. This is a critical part of the process; testing and refining of materials continues throughout the marketing campaign. IDE tests all communication materials for clarity, recall, interest, and cultural appropriateness. Rural families participate in and actually dictate the design process.