Key competitors: National Breast Cancer Foundation, Susan G. Comen for the Cure, Lance Armstrong Foundation.
Main Variable (cost of entry): I am not sure what my MV would be… maybe self-gratification about community involvement. What is a word for gratification in taking action in one’s community? Or accessibility to reliable information? Or quality of information? Or efficient distribution of funds? Or social support… any thoughts?
Dynamic Variable: Maybe the DV is “focus” since organizations like Susan G. Comen focus on breast cancer and ACS doesn’t focus on one type of cancer. But is focus a benefit that customers desire?
Target Audience definition: I described a potential customer in the earlier section. This female college student is a moderately involved student on campus who does well in school. She wants to volunteer with student organizations but school work is her top priority so she wants to only volunteer for a few organizations that she believes does the most for the community and doesn’t take much of her time. She has had a few relatives with cancer and one with Alzheimer’s Disease. Her parents donate $10 to $30 once a year to Relay for Life to remember those relatives who passed away due to cancer.
5 box positioning statement:
Current Behavior: Does not participate in Relay for Life
Current belief: There’s not much I can do to help those with cancer
Desired Behavior: Participate in Relay for Life every year.
Desired Belief: I can do something to help those fighting cancer.
Consumer Proposition: ACS provides different opportunities for people to who want to help others fight cancer.
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Can your main variable be more specific, like feeling gratified/active in the fight against cancer? Or you might be right that people do it more for the community interaction rather than to fight cancer. That's probably why the event is so successful - because you know the millions of high schoolers across the nation who do this aren't passionate about cancer, but they'd definitely rather spend the night on a football field than in their parent's home. So, maybe you were right in the first place. Hahah. Do you like it when I type out my entire thought process in your comment log?
ReplyDeleteIf your MV is about the sense of community, should the desired attitudes and behaviors revolve around sense of community? I would not be surprised if this is the case because how many times in public health do we get people do engage in healthy behaviors for the wrong reason (eg: Don't eat fast food or you will get fat and unattractive.).
I love it when you write like you're talking to me hahaha
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