Step 1.3: |
Identify potential audiences. |
What To Do
You have defined your problem and mapped its causes. Now you will outline your potential target audience segments.
Making this preliminary decision about audience segmentation paves the way for your market research in the next phase. After you learn more from and about the audience segments, you will probably refine the initial segmentation plan and segment definitions that you will draft in this phase.
Dig deeper into audience segmentations.
How To Do It
Identify potential audiences
Review the information you gathered in Step 1.1 and your Health Problem Analysis to identify the audiences you might want to target. Be sure to add to the list target audiences your program is required to reach, and additional audiences that could help bring about change.
Ask which audiences are:
- most affected by the problem
- most likely to change their behavior
- most feasible to reach
- key secondary audiences (See Influencing (or Secondary) Audiences in Definitions)
Social marketing programs usually target consumers – audience segments within the general public that are directly affected by a problem. But your research and analysis may show that a secondary audience has just as much bearing on the health problem!
Example: The Violence Against Women campaign viewed service providers for non-English speaking and Aboriginal males as a key secondary audience. To see preliminary ideas about target audiences from other campaigns, click on the Examples button at the right. |
Knowledge Check
Test Your Knowledge
Complete My Plan
When you finish this step, you should have identified potential audiences to enter into Step 1.3 of My Plan.
Introducing My Model
Click on the button to the right labeled My Model and follow the directions to access a form that highlights your major planning decisions. Open the My Model form and “pencil in” your target audience based on what you understand about the health problem so far, then save your My Model file so that you can add to it later.
You will revise and refine these decisions as you move through the planning process. Remember to think about whether new information or analysis warrants revising these major decisions.
Examples of completed My Model forms can be accessed in the My Model window.
