Defining Target Audiences

The target audience is defined as the group of people an organization must reach or influence with its key messages in order to achieve its goals. The term “audience” is more than attendees, it is all the people who use, or could use/participate/attend and/or benefit, from your programs and services. Most organizations have multiple audiences with whom they must communicate. These audiences usually include both internal and external groups of people.

The term internal audience refers to those groups closest to the organization, including but not necessarily limited to the staff and board. Often, especially if it is a provincial organization, it will include a broader group, such as the directors of member organizations.

External audience refers to targeted groups independent of the organization.

When identifying audiences, it is critical that you determine priorities so that your communication choices reflect the appropriate emphasis. In other words, one message does not fit all, so determine your messages and the tools used based on what would best appeal to or persuade that audience segment.

IDENTIFYING YOUR AUDIENCES

Identifying an audience for a particular communication strategy is a critical step. By reviewing your goals and objectives you will identify new and existing target groups that need to be reached with your messages.

1. Consider your message

Where does your message fit in the worlds of your audiences? Will they be opposed, apathetic, supportive or persuadable? Or, if you message is designed to increase engagement, are the audiences currently no engagement, low engagement, moderate engagement, of high engagement?

2. Consider the characteristics of the target groups

When it comes to determining different target audiences, you could put on your marketing hat and think market segmentation. First, consider your existing target groups in terms of demographic characteristics. Consider: age, gender, race/ethnicity, income levels, education, and family status. From this information you can start to paint a picture of the community your organization services.

3. Consider possible motivations

What are their fundamental values? What is in it for them? What are their attitudes toward the issue you are addressing? What would they see as benefits? Their motivations could be assessed individually (that would be a lot of work), or by demographic breakouts, such as age, gender, race/ethnicity, income, education, and family status.

4. Consider behaviours

To help you understand your target group as a collective, determine the particular ways the group will act or react. Do they attend arts events? Are they involved in political discussions? Do they plan ahead or make decisions on impulse? Do they go to the media when they are upset and want action?

5. Key sources of information

Now that you know more about the target audience you are trying to reach, you may be able to identify where they would look for information. Do they regularly use the internet for information-sharing? Do they attend face-to-face meetings? Read mainstream new media? Listen to opinion leaders in the community? The answers to these questions will help lead your decision-making on communication channels.

Brainstorm what you know about the individuals you serve. Can you identify at least one individual person who fits your audience category? This information provides you with a more complete picture of your stakeholders and their preferences — it will help you better serve your existing audiences and find ways to build new audiences.

Sample: Checklist for identifying audience characteristics

FINDING YOUR AUDIENCE

You have a message and you know who you need to reach. Now, where do you find them? The easiest way is to look at key areas of their demographics. If your target group are members of your organization, the answer is very simple — use your membership contact list. If you are not directly linked to your target groups, such as potential participants, then you have to explore these characteristics in more detail.

1. Consider location – ie.neighbourhoods, city/town, province, etc.

2. Consider age groups – ie. youths in school, adult workplaces, senior’s homes

3. Consider ethnicity links – ie. Métis, German or Phillipino group affiliations

4. Consider education – ie.high schools, universities, alumni mail lists

5. Consider family status – ie kids, no kids, grandkids — what draws these groups together.

If you want to break this audience down even further, consider motivations and behaviours:

• What types of things do they like to do? Art classes, Sports, Cooking, Shopping, etc.
• Are they politically motivated?
• What type of work do they do?
• Are they religious? Attend church services?
• Do they like getting mail?
• Will they respond to a call to action?

These considerations will help locate your audience — not in the physical sense, but at points where they share interests and where they will receive information on a regular basis. It will centralize them into key areas where they can be reached with your organization’s messages.