From La Mesa Ecopark's site:
In line with La Mesa Ecopark’s vision, I would like to make a campaign material that calls for the rehabilitation, protection and development of the watershed. What I’ve noticed is, La Mesa Ecopark uses the income it generates from its visitors for the sustainment of its watershed management systems, for maintaining optimal water production, for maintaining their dam reservoir, and for biodiversity. I base my situational analysis for my campaign material on La Mesa Ecopark’s vision. My campaign material would largely aim for the awareness of La Mesa Ecopark’s vision and to attract visitors for the park, since I think their advocacy is very beneficial not only for the environment but also for the quality of our water supply.
SITUATIONAL AND TARGET AUDIENCE ANALYSIS
[FOR CAMPAIGN MATERIAL]
1. Analysis
2. Understanding
3. Demographics
4. Interest
5. Environment
6. Needs
7. Customization
8. Expectations
2. Understanding
3. Demographics
4. Interest
5. Environment
6. Needs
7. Customization
8. Expectations
(1) Analysis: The target audience is diverse and limitless: from kids who enjoy going to parks, to adults who just want to go to a place for relaxation and recreation. Parents can enjoy spending time with their kids, while kids can enjoy playing at the parks’ playgrounds, at the butterfly haven, at the pool, by bungee jumping, or simply by running through the fields. Couples can also find it enjoying to spend time with each other while appreciating the environment. Whether you’re with someone else, or whether you’re going to the park alone, you can find spending time at the park as long as you appreciate nature.
(2) Understanding: The audience appreciates the environment and want to play their part in sustaining the environment by contributing [their fees] for the park’s sustainment of the reservoir.
(3) Demographics: As mentioned earlier, target audience is diverse and limitless, although I judge that the park would typically have visitors between the ages of 4 and 11, since grade school students often go to a park for their field trip. What better park to go to than a park which is recreational and at the same time instills knowledge about environmental awareness? It is also important for children to be environmentally aware and to develop an appreciation for the environment while they are young so that they can bring with them environmental values as they grow up. Target audience would also be people from the age group of 25 to 50 years, married and [closely] bonded with their families, perhaps in the middle-class status, those who earn enough for their family that they still have something to spend for their “family days” or family bondings.
(4) Interest: Target audience should have social media sites, better if they are active in it, since campaign material would be a cover photo.
(5) Environment: This campaign material will be seen in social media particularly Facebook. Campaign material could also be distributed in the form of mini-leaflets or flyers.
(6) Needs: The audience is in need of a place where they can spend time to play, to relax, or to play and relax while spending time with their loved ones.
(7) Customization: Specific needs and interests that should be addressed in the advertorial include the address of La Mesa Ecopark, directions of going there, admission rates, and the park’s facilities/amenities.
(8) Expectations: From coming across this campaign material, audience would want to visit La Mesa Ecopark. In going to the park, the audience will appreciate nature and environment more. They will value the importance of keeping the environment clean. They will also learn to appreciate La Mesa Ecopark’s vision of rehabilitation, protection and development of the watershed.
(2) Understanding: The audience appreciates the environment and want to play their part in sustaining the environment by contributing [their fees] for the park’s sustainment of the reservoir.
(3) Demographics: As mentioned earlier, target audience is diverse and limitless, although I judge that the park would typically have visitors between the ages of 4 and 11, since grade school students often go to a park for their field trip. What better park to go to than a park which is recreational and at the same time instills knowledge about environmental awareness? It is also important for children to be environmentally aware and to develop an appreciation for the environment while they are young so that they can bring with them environmental values as they grow up. Target audience would also be people from the age group of 25 to 50 years, married and [closely] bonded with their families, perhaps in the middle-class status, those who earn enough for their family that they still have something to spend for their “family days” or family bondings.
(4) Interest: Target audience should have social media sites, better if they are active in it, since campaign material would be a cover photo.
(5) Environment: This campaign material will be seen in social media particularly Facebook. Campaign material could also be distributed in the form of mini-leaflets or flyers.
(6) Needs: The audience is in need of a place where they can spend time to play, to relax, or to play and relax while spending time with their loved ones.
(7) Customization: Specific needs and interests that should be addressed in the advertorial include the address of La Mesa Ecopark, directions of going there, admission rates, and the park’s facilities/amenities.
(8) Expectations: From coming across this campaign material, audience would want to visit La Mesa Ecopark. In going to the park, the audience will appreciate nature and environment more. They will value the importance of keeping the environment clean. They will also learn to appreciate La Mesa Ecopark’s vision of rehabilitation, protection and development of the watershed.
SOCIAL CAMPAIGN MATERIAL
For FB cover page
For the back page of mini-leaflet (using FB cover page as front page for mini-leaflet)
