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OCR for page 33
CHAPTER 5
AUDIENCE, MESSAGE, ACTIONS
5.1 Step 3--Revise Goals and Objectives
5.2 Step 4--Identify Target Audience, Message, and Actions
5.3 Target Audience
5.4 Message
5.5 Actions--Marketing Tactics
Every marketing campaign has a target audience, a message to deliver, and methods of communicating. There
are many ways to communicate, but the target audience should be clear and the message crisp. This chapter
brings these elements of your marketing plan into focus.
5.1 STEP 3--REVISE GOALS AND OBJECTIVES
Step 2 SWOT Resources
Step 3 Redefine Goals/Objectives
Step 4 Audience/Message/Actions
Source: GMH Consulting, LLC
Step 3 in the development of a marketing plan is to revisit the original goals and objectives prepared in Chapter 3
to ensure that they address your top marketing priorities and that they are consistent with the findings of the
SWOT and attainable with the resources available. If necessary, revise them to be consistent. For example, if
your original goal was to attract low cost carrier service, but your SWOT analysis shows that your catchment
area is not large enough to support service with aircraft larger than a regional jet, you may need to revise your
goal accordingly. Remember to review the objectives to make sure they are specific, measurable, attainable,
realistic, and timed (SMART). If the goals and objectives need revision, now is the time to reformulate. The orig-
inal goals and objectives worksheet provided in Exhibit 3.8 should be reviewed and revised to reflect what you
have learned from the SWOT analysis.
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