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Based on the background research you conducted last week, you will need to prepare two items for the Leukemia & Lymphoma Society:

A target audience for your campaign.

A set of marketing objectives and strategies.
Target Audience

Identify and write a detailed description of the target audience for Leukemia & Lymphoma Society that includes both demographic and psychographic information. This can include information on Leukemia & Lymphoma Society’s actual donor base but should also include detail on the potential market you would like to target in your IMC plan this term.

In addition to providing a summary of the target audience’s demographic and psychographic characteristics, it may help to also envision and profile a current or prospective donor in your mind, give them a name and then fill in the details to help personify the target. What do they do for a living? What is their education level? How do they spend their free time? What do they eat? What is their annual income?

Marketing Objectives and Strategies

These are your overall marketing objectives and strategies for the campaign. Be sure to include objectives that take into account both improvements to the brand and Leukemia & Lymphoma Society’s overall financial results. Include strategies that can be accomplished through a variety of marketing communications functions.

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