This course is all about deriving insight through research and analysis of both your market and potential market. Those who buy your product, to whom you deliver a service, whom you want to join your church or donate to your missionthe process is the same. Look closely at your affiliates and potential affiliates and design a campaign, not just reach them, but to touch them at a deeper level.

For the purpose of this assignment, you will mirror the book and refer to them as consumers. Whether you work for a for-profit or non-profit, the most effective messages are shaped by insight into the individuals and groups you need to attract to become your customers, donors, or membersthose who consume your services or are moved to action by your communications. It all begins with insight, and insight starts with actionable research.

We use research to generate insight into the most effective creative messaging to reach consumers, using a creative understanding of the story we need to tell to touch the personality and shape the perceptions of a target audience regarding a product, brand, service, and/or organization.

Your Challenge: YMCA

Discuss how the organization YMCA has used research to successfully shape a consumer narrative and marketing communication plan. What was the research done? How did it shape the strategic product, narrative, creative messaging, and/or tactics that resulted in successfully expanding market share and growing the organization? How did the research provide insight into how to successfully approach the market? How did that insight, in turn, shape the strategic communication campaign?