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Campaign Design
An effective rural marketing campaign moves the target
group progressively from awareness to interest to action, first educating people
and then motivating them to act or invest. IDE designs customized educating and
motivating messages for each of the different groups in its target audience –
men, women, young children, the elderly – and delivers messages through the
channels that most effectively reach them.
To design campaigns, IDE uses to the following process:
 | Target
audience research. The quality of a marketing campaign depends on a strong
understanding of the motivators for different members of the target
audience. IDE conducts participatory focus groups and knowledge, attitudes,
and practices (KAP) surveys to design its campaigns. |
| Message
development. Campaigns
consist of core messages for different target groups that are clear,
interesting, penetrating, culturally appropriate, and motivating. |
| Campaign
materials production. Marketing relies on materials that communicate the chosen
messages in clear, attractive, memorable ways. IDE collaborates with
artists, writers, designers, photographers and others to produce materials. |
| Testing and refining materials. This is a critical part of the process; testing and refining of materials continues throughout the marketing campaign. IDE tests all communication materials for clarity, recall, interest, and cultural appropriateness. Rural families participate in and actually dictate the design process. |
