In this course, students will create an advertising campaign to attract new audience members to Coachella. Students will clearly define the ideal audience for this campaign, starting first by identifying the purpose and values of Coachella and then searching for the audience that Coachella would best serve.
This course focuses on engaging with audience members in the disengagement phase, the first level of the Seventh Level Engagement framework. This phase is characterized by a person showing disinterest; they’re completely idle and avoid tasks, interactions or attempts at communication. Therefore, the goal is to make sure the brand is targeting the correct audience in order to send people relevant messaging based on their stage in the buyer’s journey.