In priority order our target markets are:

Wise Elders

Emotional driver: A safer world now and for future generations.

There are 64 million US consumers in the 55+ age group. Wise Elders have over $2.4 trillion in buying power. People in the Wise Elder phase of life are 55 and older. They have a powerful sense of responsibility to help bring about a better world. They are not overly nationalistic, possess a global view of human rights, and are concerned about the poor. They realize that we cannot leave teach peace to the generals.

Students

Teach Peace has three student target markets. The first is the High School Students target market. The second is the College Students target market. The third is the Elementary School Students target market.

High School Students

Emotional driver: Peer group acceptance.

There are approximately 30 million Americans between 12 to 17 years old. High school teens represent one of the fastest growing population segments. The teen population grew 16.6% between 1990 and 2000. Teens wield significant buying power—both in their own right and in the context of their family purchasing decisions. Today’s teens are media-sensitive and marketing-savvy than any of their predecessor generations. This generation is also known as Generation Y.

College Students

Emotional driver: Innate sense of fairness and the possibility of the draft.

This is typically between 18 and 20 something. The US college market, which includes all students attending all institutions of higher education, is a population of 15 million people. College students are difficult to reach with traditional promotional methods because they are scattered among more than 4,000 campuses across the country. They are also hard to find with direct mail because they are highly transient. Reaching this group with e-commerce and alternative outlets such as Podcasts can be the difference between wild successful and dismal failure.

Elementary School Students

Emotional driver: Entertainment and acceptance.

Parents with an emphasis on Peace Moms

Emotional driver: Protecting their family.

With over 82.5 million mothers in the U.S. controlling over $1.3 billion in household spending, moms are one of the most profitable and sought-after consumer segments. There are over 4 million new births in the U.S. every year and women between the ages of 20 and 39 years account for 87% of all births in the U.S., making them the prime target of marketers. The current trend among women is to start motherhood after 30 years of age; this delay in childrearing results to some extent in a population of older mom consumers who are potentially wealthier than younger moms. In addition to the older average age of moms at the onset of motherhood, the U.S. one of the most important trends in marketing to moms is the growth populations of ethnic moms. Hispanics who are likely to account for around $1 trillion in spending by 2007 are the most noticeable demographic group. The moms in this population group are not only young and in prime child bearing age but also like to have more children and spend on them. Moreover this is the only group which is likely to experience growth of 11.3% in child population of age 0-18 years between 2005 and 2010, while the total child population is projected go decline 1.1% between the same review periods. teach peace needs to target moms through moms’ language which revolves around their core needs recognized as convenience, value, safety and quality, importance to image, nurturing, and attributing increasing importance to technology. There are three mom subsets within the “Peace Mom” category. The first is the baby boomer moms or “Soccer moms.” Soccer moms are moms with children that are typically over five years old. The second subset is Gen X moms who are in their prime child bearing age. The market in next 10 years is going to be influenced by Gen Y moms.

We focus on programs that help unite people and organizations they are in that are working for peace.

We know there are thousands of great peace efforts in the United States. Why is it that the majority of Americans already oppose the war in Iraq and yet the war continues as if it had widespread support?

One key reason is the peace movement is currently a movement of pieces. The majority of peace organizations, even the large and better funded organizations, rarely share information or work together on a state wide or a national level. As a result educational and advocacy campaigns are often a fraction of their potential effectiveness.

We seek the leverage of unity: we propose combining the influence of a few hundred voices here and a few hundred voices there into a well orchestrated chorus of millions of doves, all "singing the same tune" to demand teach peace.
 

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Copyright 2008 Teach Peace Foundation, 539 J Street, Davis, California, 95616. We are an open source peace model, to access resources for your organization, just ask.
 

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