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.
Examples
In Claremont, a program to promote recycling was directed at households who were not putting out recyclables at the curb.
The Clean Air Commute collected commitments from employees to participate in smog-reducing activities, and posted this information in a display at work sites, along with each participant's name and signature. At the end of each month, results were collected and marked on the display.
Go Boulder targeted particular businesses, schools and neighbourhoods who could be well serviced by public transit for their transit pass promotions.
The Great Strathcona Exchange targeted individuals with large household items that could be reused by others. There was no other convenient method available for exchanging such items & an important barrier that the Exchange helped overcome.
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).
Your Program
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?
Examples
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.
Your Program
Go back to your answers above and check off a few groups on which to focus.
