Transmedia Marketing

CHAPTER 8 Goals and Objectives

Now that you have identified and become acquainted with your audiences, you must define and refine what you want to achieve with those audiences. Imagine that your transmedia project is a nautical journey. Your marketing plan charts your course through your project’s development and launch. Your goals and objectives are the lighthouses—beacons of light cutting through the fog—that help you navigate the jagged coastline and ever-changing depths and currents.

Babe Ruth, whose “sale” from the Red Sox to the Yankees in 1919 was the source of the Boston—New York baseball rivalry, understood the importance of setting goals and taking risks. He was a prolific hitter, holding a career record of 714 home runs that stood ...