Narrowing Topics and Beginning Phase 2
I came up with 8 potential topics; some had smaller categories in them which I thought could also be worthwhile to pursue. The criteria I used for selecting the most promising topics were: amount of information available, people's awareness of the topic, whether or not it is controversial, the impact the topic has on the world and people, and finally my own interests, knowledge, and biases toward the topic.
The 2 topics I have chosen to pursue are Renewable Energy and Air Pollution. At this point I haven't completely decided on which is my fallback.
I've begun to answer the questions from the textbook, here is what I have so far:
Air Pollution
What is our challenge? What is our goal?
create a symposium about the effects air pollution.
Who is the core audience?
environmentalists
What is the audience’s perception of the brand or group?
The audience perceives the group as environmentally friendly, the topic as negative and needs to be fixed.
What would you like the core audience to think and feel?
to become aware of the issues and motivated to make changes to improve air quality
What specific information and thoughts will assist in the change?
Facts, statistics, photos, presentations, debates
What is at the core of the brand personality?
environmentalism
What is the key emotion the will build a relationship with the core audience?
hope, empathy, responsibility
What media will best facilitate our goal?
conference, internet, maybe magazine or newspaper ads, environmentally friendly media.
What are the most critical executional elements? What is the budget?
speakers, presentations, facts, photographs. The budget is potentially infinite at this point
What is the single most important takeaway?
Air pollution has a direct effect on health and the environment.
What do we want the audience to do?
We want the audience to make changes to improve air quality.
Renewable Energy
What is our challenge? What is our goal?
create a symposium about renewable energy
Who is the core audience?
energy companies and those concerned about energy production and its effects
What is the audience’s perception of the brand or group?
environmentally friendly, efficient, perhaps curious about the topic
What would you like the core audience to think and feel?
knowledgeable about renewable energy and have confidence in it
What specific information and thoughts will assist in the change?
Facts, statistics, photos, presentations, debates
What is at the core of the brand personality?
improving energy and environmentally friendly
What is the key emotion the will build a relationship with the core audience?
excitement about growth and opportunity
What media will best facilitate our goal?
conference, internet, ads, other environmentally friendly media
What are the most critical executional elements? What is the budget?
speakers, presentations, photos. The budget is potentially infinite at this point
What is the single most important takeaway?
Renewable energy can potentially provide sustainable, efficient, and cheaper energy. (I might tweak this more is I get further into my research.)
What do we want the audience to do?
We want the audience to invest in, transition to, and use renewable energy.
