Step 1 will enable us to plan our eight-month effort, define our priority problem, identify our potential audiences, and determine ideal behaviors.

One program or promotion effort cannot be all things to all people at all times.  It is VITAL to plan and focus the effort.  If we can initially define our problem within the context of our organizational focus, identify our potential audiences, and determine ideal behaviors, we can focus our promotion efforts, bringing out the best in our audience to achieve the maximum impact.