develop a Health Branding Campaign

In this paper, you will develop a Health Branding Campaign. This can be for a public health initiative, hospital, or health product such as a pharmaceutical. You will deconstruct a health topic and outline the strengths, weaknesses, opportunities, and threats of the condition at it relates to your target audience.
You will then take the lessons learned throughout the course (including use metaphors, target audience research, equity, and brand distinction) to create a brand campaign.
Overall, you should provide a clear argument for the brand selection and extrapolation; focusing on target audience, metaphor, and the 4 P’s. You must create a plan for pre-testing your campaign, and craft an implementation and evaluation plan.
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Due Dates
Each section of the paper will be due separately as listed below. You are strongly encouraged to incorporate any changes I recommend for these sections into the final version that is due on the last week of class.
₋ Audience segmentation and health product analysis – due week 3 ₋ Draft 1 – due week 5 ₋ Part 2 – due week 7
Structure
The precise way in which you approach the paper might be somewhat different depending on the nature of the project. If you have any doubts about how to structure your paper appropriately, then consult with me.
The questions in each section below represent general issues that should be addressed. They are not intended to format your paper but rather give general guidance.
The paper should be 12-15 pages not including references, 1 inch margins, double spaced. Please use a Sans Serif font such as Arial or Calibri.
Your paper should include approximately 15 or more references to validate your audience analysis and branding tactics.
Use APA to format your paper and references.
A sample outline of the paper is on the next page.
Sample Outline. Your paper should go beyond this outline and be unique to the campaign.
INTRODUCTION
Health topic (break down the different aspects of the health topic, including a review of history of the disease)
o Problem statement (e.g., why are we doing this?)
o Definition of the health topic (e.g., how do you know it when you see it?)
o Who does it affect? At what rate?
o What are the short term implications?
o What are the long term implications?
o Why are the challenges to achieving the behavior?
o What are the benefits to achieving the behavior?
Target audience analysis / segmentation
o Who is your target audience? Age, S.E.S, Geography, Ethnicity
o What are their cultural / geographic values?
o What messages are they receiving?
o Who do they trust?
o How do they like to receive their information?
o What are the unique barriers to achieving the health behavior?
o What is the “secret” to those individuals who do achieve the behavior? Is the population different than your target?
o What else do we need to know about this population to influence their decision?
Environmental scan
o Are there any campaigns in your geographic region targeting the same population? Will you build on their approach? Complement? Or differentiate?
*Note the big difference in public health is we’re not trying to work against people who are on the same team. We just want to see the behavior changed.
CAMPAIGN CONSTRUCTION
Marketing mix (4Ps)
o Product - what behavior/product will you promote? How can you reposition the product in the minds of the audience? Part of the product strategy might also include an actual physical product.
o Price -what are the benefits and barriers to adopting behaviors? What incentives/rewards will help sustain behavior change? Think about exchange theory here. What does the audience have to give up?
What will they get in return?
o Place - where do the behaviors take place? How can you facilitate behavior change by restructuring the environment or providing new places for the audience to engage in the desired behavior?
o Promotion – how will you communicate your message?
Brand equity – how does this brand provide value to the consumer?
Brand tactics – how and in what angle will you reach your target audience?
Evaluation plan – how will you know it is effective? Will it be based upon the % of behaviors changed or upon brand recognition etc?
DISCUSSION
Provide a thorough review of your brand strategy including the important lessons learned. How might the campaign evolve over time? How might it expand to different populations? What rate or change would you expect from a campaign of this nature?
REFERENCES
List the references for the paper in APA format. Your final paper should include at least 15 legitimate references.
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