J. Michael Browning[Script]
I conducted primary research to gather more specific information about the American Legion's current membership and attitudes toward the organization. I began by reaching out to local American Legion posts to find participants for the research. I recruited a diverse group of current Legion members from different age groups and backgrounds through phone calls and emails.
For the primary research, I used a combination of online surveys and in-person focus groups. The surveys allowed me to gather quantitative data about the members' opinions and experiences, while the focus groups provided a space for more in-depth discussions and insights.
I designed the surveys and focus group questions to gather information about the members' motivations for joining the American Legion, their satisfaction with current programs and services, and their suggestions for improvement. I also asked about their social media usage and opinions on the organization's communication efforts.
Overall, the research revealed that members value the American Legion's commitment to community service and its opportunities for camaraderie among veterans. However, there was also a sense that the organization needed to modernize and become more inclusive to attract younger members and appeal to a broader audience.
The research also highlighted the need for improved communication, mainly through social media. Members expressed a desire for more up-to-date and engaging content and better communication about events and programs at the local and national levels.
By combining secondary and primary research, I created a social media campaign that addressed the needs and desires of the American Legion's current membership while appealing to potential new members. The study also helped me to identify areas for improvement and possible challenges, allowing me to develop strategies to mitigate these risks and maximize the campaign's success.
[Part 2: Visuals]
