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The American Legion: Campaign and Brand

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Describe the primary target audience you have chosen for your campaign. Be sure to include demographic, psychographic and behavioral characteristics of the chosen customer. Explain why you have chosen this audience and potential opportunities for the brand.

Articulate your proposed overall goal and related overall campaign objectives. Be brief, with a sentence or two for each objective.

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Solution Summary

The primary target audience of The American Legion is discussed in a structured manner in this response. The related reference is also provided.

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Primary target audience:
The primary target audience that I have chosen for the campaign is veterans below the age of 40. The American Legion needs to grow. In the media, the death of The American Legion and similar organizations have been discussed. The overall goal of The American Legion is to increase the well-being of American veterans, their families, their military, and their communities. The American Legion is the largest veterans organization with 2 million members and 12,000 posts The new objective of The American Legion as enshrined in its motto is "veterans Strengthening America". The four purposes of The American Legion are derived from its four pillars namely devotion to veterans and servicemen, enhancing strong national security, advocating patriotism and honor, mentoring youth, and sponsoring wholesome community programs (Burtin, O. 2020).

Currently, two pillars are specifically directed to the target audience. The first is Americanism, The American Legion supports activities for young ...

Solution provided by:
Hatim Baxamusa, MBA
Education
  • BSc , University of Calcutta
  • MBA, Eastern Institute for Integrated Learning in Management
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