Communications Objective

I've been struggling with several of the possible communications objectives since our last social marketing class.

First I considered Basic Awareness because Gift of Life definitely needs to increase their general brand awareness. I am conducting a survey to find out how many transient Michigan students recognize the brand, but my guess is that the answer will be 'few'.

I threw out Top of Mind, mainly because the book points to this as an option for brands that are already well-known and well-understood. It spoke of needing commercials and advertisements that could hold the audience's attention - I am leaning toward more of a fact-based advertising method for Gift of Life.

A Behavioral Objective seemed ideal in class, but I realized later that I was wrapped up in the 'call to action' concept. The truth is that Gift of Life needs more registered organ donors, but this can't happen until they are better understood by the target audience. Awareness and education must come first. And while these objectives can include a call to look at their website, other communications objectives are a better match.

I've settled (for now) on an Information Objective. I'm stuttering a bit in selecting which piece of information to use, the book suggests there be only one, but I think it will stem from the value of 'trust' I've been highlighting. This objective is used most frequently to disseminate specific information, but I can also use it to enhance the perceived importance of that information - this is critical in my opinion.

Now, on to execution.