Casing the Studies

Based off my initial findings defining the structure of social movements and the communications issues they face, I've developed an outline for how to evaluate the case studies I'll be looking into.

The Structure of the Movement
Research and identify:
• The movement’s ultimate goal or purpose
• The historical, ongoing context of the goal
• Specific actions that serve as stepping stones towards achieving the goal

Target Audiences of the Movement
Evaluate the general target population, and the rough size of the population in each attitudinal audience: Opposition, General Audience, Main Audience, Core Audience.

Identify key influential audiences: Decision makers and Constituents.

The Social Movement Marketing Mix
Identify and evaluate the movement's Product, Placement, Promotion, and Price. Specifically, I will speak to people in key organizations to determine what the "price" of their actions are and what they do to overcome it.