Children are gifts from God, a precious gift to be loved and cared for. They are obedient and caring for their parents and extended families. But how about their future? Do we care? Are they going to tackle hazardous and tiring jobs which are not suppose to be their tasks? Farming, fishing, selling and even as slaves just to show their love for their parents. And how about the parents? Do they care for their education? And that is what my campaign all about.
"No to child labor!"
The last module in Development Communication 208 was all about creating a campaign. Studying its background, rationale, purpose and even making a SWOT Analysis for the campaign to check if it is feasible. In Module 5, it is all about the market segmentation and the setting of goals and objectives. Shown below is the copy of my Segmentation:
A. Segmentation
Target Audience:
- Children ages 5-12 employed or slaved in rural plantations and establishments
- Teenagers ages 13-17 under slavery or employment and has been deprived to education
Stage 1 - Segment Identification:
Variables
Personal Characteristics of the Target Market:
· Illiterate children
· Out of School youth (below 18)
· Low-income family
· Rural area residents
Benefits Sought:
· Chances to become literate
· Elementary and secondary education fulfillment
· Competitive skills and establish high income
· Opportunities to live in urban areas with high-paying job
Behavioral Measures:
· Parents shows interest in education rather than employment for the young children
· Recommendation by the Local Government Unit
· Positive responses from employers
Techniques
· Chi-square Analysis - a statistic is used to investigate whether distributions of categorical variables differ from one another
· Multiple Discriminant Analysis – useful tool in analyzing the similarities and differences among market segments.
Stage 2 - Segment Evaluation:
· Mapping of similarities and dissimilarities between an educated and non-educated one
· Estimate and forecast of the possible output of the campaign
· Criteria for evaluating the segments (Andreasen Factors)
Stage 3 – Marketing Mix:
· Media Figures – Ex. ABS-CBN, Radyo Natin, Yes FM
· Community Activists – Ex. Protecting the indigenous campaign, Rights to education campaign
· Schools – Private and Public schools under Department of Education
· Politicians – Elected barangay and town officials
· Foundations – Ex. LCP, GWAVE
· Corporations
B. Goals and Objectives
Goals:
To reduce child labor and slavery in rural areas of Negros Oriental, promoting children’s rights to education and decreasing child labor.
Objectives:
a. Decrease the number of children ages 5-12 and teenagers ages 13-17 in employment and slavery
b. Increase the number of children and teenagers enrolled in elementary and secondary schools
c. Encourage the parents to send their children to school
The segmentation and goal-setting process is very informative. After having this activity in Module 5, I am now able to know on how to do our group project. Perhaps in the near future, this will be implemented in our town.
______________
Sources:
http://www.eurekafacts.com/company/documents/STPWhitePaper.pdf
http://math.hws.edu/javamath/ryan/ChiSquare.html
http://www.sciencedirect.com/science/article/pii/0148296379900043
http://www.slideshare.net/SAM2020/ch6-social-marketing-selecting-target-marketsacu
http://www.freewebs.com/leeyk/Social%20Marketing/Ch%207%20Setting%20Objectives%20and%20Goals.pdf
http://www.pia.gov.ph/news/index.php?article=1111340345901
http://www.corbisimages.com/images/Corbis-42-18768746.jpg?size=67&uid=517a262f-b6fc-4d76-84d3-d00e2c512bbc
"No to child labor!"
The last module in Development Communication 208 was all about creating a campaign. Studying its background, rationale, purpose and even making a SWOT Analysis for the campaign to check if it is feasible. In Module 5, it is all about the market segmentation and the setting of goals and objectives. Shown below is the copy of my Segmentation:
A. Segmentation
Target Audience:
- Children ages 5-12 employed or slaved in rural plantations and establishments
- Teenagers ages 13-17 under slavery or employment and has been deprived to education
Stage 1 - Segment Identification:
Variables
Personal Characteristics of the Target Market:
· Illiterate children
· Out of School youth (below 18)
· Low-income family
· Rural area residents
Benefits Sought:
· Chances to become literate
· Elementary and secondary education fulfillment
· Competitive skills and establish high income
· Opportunities to live in urban areas with high-paying job
Behavioral Measures:
· Parents shows interest in education rather than employment for the young children
· Recommendation by the Local Government Unit
· Positive responses from employers
Techniques
· Chi-square Analysis - a statistic is used to investigate whether distributions of categorical variables differ from one another
· Multiple Discriminant Analysis – useful tool in analyzing the similarities and differences among market segments.
Stage 2 - Segment Evaluation:
· Mapping of similarities and dissimilarities between an educated and non-educated one
· Estimate and forecast of the possible output of the campaign
· Criteria for evaluating the segments (Andreasen Factors)
Stage 3 – Marketing Mix:
· Media Figures – Ex. ABS-CBN, Radyo Natin, Yes FM
· Community Activists – Ex. Protecting the indigenous campaign, Rights to education campaign
· Schools – Private and Public schools under Department of Education
· Politicians – Elected barangay and town officials
· Foundations – Ex. LCP, GWAVE
· Corporations
B. Goals and Objectives
Goals:
To reduce child labor and slavery in rural areas of Negros Oriental, promoting children’s rights to education and decreasing child labor.
Objectives:
a. Decrease the number of children ages 5-12 and teenagers ages 13-17 in employment and slavery
b. Increase the number of children and teenagers enrolled in elementary and secondary schools
c. Encourage the parents to send their children to school
The segmentation and goal-setting process is very informative. After having this activity in Module 5, I am now able to know on how to do our group project. Perhaps in the near future, this will be implemented in our town.
______________
Sources:
http://www.eurekafacts.com/company/documents/STPWhitePaper.pdf
http://math.hws.edu/javamath/ryan/ChiSquare.html
http://www.sciencedirect.com/science/article/pii/0148296379900043
http://www.slideshare.net/SAM2020/ch6-social-marketing-selecting-target-marketsacu
http://www.freewebs.com/leeyk/Social%20Marketing/Ch%207%20Setting%20Objectives%20and%20Goals.pdf
http://www.pia.gov.ph/news/index.php?article=1111340345901
http://www.corbisimages.com/images/Corbis-42-18768746.jpg?size=67&uid=517a262f-b6fc-4d76-84d3-d00e2c512bbc