In this project you will explore what it is like to design a marketing campaign.
Work in groups. It is a good idea to have a group leader who can bring all the ideas together, and who distributes the assignments evenly in the group.
Your local municipality is planning to build a tunnel. The tunnel will replace a very narrow stretch of road where there have been several serious accidents over the past 40 years.
The entrance to the tunnel is in the nesting area of a rare owl which is threatened by extinction. Only 150 nesting couples have been recorded in all of Europe.
The municipality will decide in two months whether to keep the tunnel opening where it is planned, or have it placed somewhere else. The alternative tunnel opening will mean an added cost to the road project of seven million kroner.
You have been hired by an environmental organisation to design a campaign to protect the owls.
Make a plan for your campaign:
Start by making a plan for the campaign that you will pitch to the environmental group. The pitch must contain:
- Plan that explains who to target, why you want to target them, and how to target them.
- Specify what kind of advertising material you are going to need for the campaign you are planning.
Things to consider:
Who to target:
Do you target the politicians who have the power to make the decisions, or people in general to get a majority behind the campaign?
Where to target them:
Social media, billboards, email, TV, radio...
How to target them:
What content do you need? Letters, emails, commercials, posters, ads...
Give the pitch
Another group and the teacher will act as representatives for the environmental group.
Present your campaign to the environmental group, and get approval for the campaign.
The environmental group can ask questions and suggest improvements.
Make one or more examples of the advertising material:
In cooperation with the environmental group, decide on one or more of the suggested advertising materials to create. This can, for example, be a short commercial, radio jingle, poster, social media ad or other.
This material is to be presented to the whole class in a suitable way.