After the audience is defined, and their needs and wants are specified, one should develop goals and objectives to meet those needs. Without goals and objectives, progress in the campaign cannot be measured. There is no use in producing messages through media, without specifying objectives to achieve the intended results.


The SWOT Analysis is a very effective way to identify the Strengths and Weaknesses of current campaign strategies, and of examining the Opportunities and Threats that one might face. It is a tool to help one focus on the campaign's strong points and where the greatest opportunities lie.


How to use the SWOT Analysis:

Write the answers to the following questions or similar questions related to the campaign or business.

What are your advantages?
What do you do well?
What do other people see as your strengths?

What could you improve?
What do you do badly?
What should you avoid?

What are some good opportunities facing your business?
What are some interesting trends you are aware of?

What are some obstacles that you face?
What is your competition doing?
Is technology threatening your position?

The results of the SWOT Analysis may be alarming. It is intended to put things into perspective. It may also be good to apply the SWOT Analysis to competitors.

What is Agriculture?
Audience Analysis
SWOT Analysis
Campaign Plan

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Last Updated: 12/03/02