STEP 4: Targeting the Audience
In this section you will decide on your target population - the group(s) of people you most want to reach.
ClimateSmart Home Service segmented its audience based on age, electricity bill size, household size and household income.
Smart Trips Welcome focused on residents who had moved within six months, as they had to change their daily travel routines and were therefore more receptive. It segmented that target population by location, primary commute mode choice, and primary neighborhood mode choice.
BIXI identified its target audience as young adults aged 25 to 34 who were white collar workers with median incomes of about $35,000 and regular users of transit.
The Bicycle Friendly Communities Program works upstream, to engage more municipal decision-makers to support cycling-friendly options and thereby encourage more citizens to cycle more often instead of driving.
Tip: Whenever possible, base your thinking about your target audience on facts, not hunches
Tip: For suggestions on finding answers to these questions, see Getting Informed)
Tip: In many situations, demographic and psychographic differences are not very helpful in predicting who will or will not adopt a behaviour. In such cases it is better to target participants based on other factors (e. g., barriers).
What groups are not doing the desired activity, or are not doing it as often or as thoroughly as you would like?
What groups are discouraged or prevented from doing the desired activity by a common barrier that you can help them overcome?
Do any of these groups have something in common that will help you reach them?
What groups would be the most receptive to making the desired changes?
What group would benefit the most from the desired changes?
At what stage in life, purchasing cycle, exposure to others affected by the problem, or other critical times might people be most receptive to making the changes?
Tip: Now that you have determined your target audience, you may want to re-visit the section on Getting Informed, to further tighten the focus of your information search.
Go back to your answers above and check off a few groups on which to focus.