Audience

Good question. The campaign is being created to raise american funds for the scholarship, so 99-100% of the people who view this will be Americans. Primarily the fundraising with be on Highland Granite's website, and on the middleman's website/or actual store. That means it will reach both people in the monument business and also customers who are purchasing headstones.

It boils down to this:

American Audience

Children's Education is the Purpose of the campaign

Granite is the common link between all the people viewing the campaign

India is where the education will take place and where the granite comes from

I hope that helps! As far as a deadline. I'll throw that back at Stephen our group AD. But I dare say we should push forward because the entire campaign - web & print will launch at a national convention in February.