Setting  the  SM  campaign  tone:  from  Objectives  &  Goals  to  

Positioning  The Case of Reckless Household Spending

Agenda  O Where are we now? O Campaign objectives

O Behavior change O Knowledge & Beliefs

O Goals O SMART criteria

O Positioning

ASTenorio 2

What  we  have  accomplished  so  far  

Define the problem

Situation analysis

Select target market/s

ASTenorio 3

Main  objective  =  behavior  change  

ASTenorio 4

5  criteria  for  choosing  behavior  objectives  

O  IMPACT O  DOABLE O  MEASUREABLE O  MARKET DEMAND O  MARKET SUPPLY

ASTenorio 5

Supplemental  objective:  

What You Want Them To Know And/Or

Believe ASTenorio 6

7  common  denominators    of  millionaires  

O  They live well below their means. O  They allocate their time, energy and money

efficiently, in ways conducive to building wealth. O  They believe that financial independence is more

important than displaying high social status. O  Their parents didn’t provide economic outpatient

care. O  Their adult children are economically self-sufficient. O  They are proficient in targeting market

opportunities. O  They choose the right occupation.

ASTenorio 7

GOALS  

The bases for

evaluating effectiveness of

SM plan ASTenorio 8

POSITIONING  

Unique Selling

Proposition ASTenorio 9

A  few  examples  CATEGORY BRAND FOCUS VALUE

PROPOSITION

Car Volvo Benefits Safety

Fast food French baker Barriers Class at a reasonable cost

Airlines Cebu Pacific Competition No frills, low-cost

ASTenorio 10