Resources for Social Marketers: Audience Segmentation

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Resources for Social Marketers Audience
Segmentation
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Potential Audience Segments

• Experience/Current Behavior/Intended Behavior
• Demographics
• Psychographics (i.e., attitudes)
• Behavioral Theory (i.e., Stages of
  Change/Transtheoretical Model)
• Other variables

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Practice Example

• Training Exercise Packet
• Information represents the data collected for the
  Breast and Cervical Cancer Screening Marketing
  Study by the University of South Florida College
  of Public Health
• Combination of Face-to-face, Mail, and Telephone
  Interviews (N2323)
• Goal Discuss pros and cons of potential audience
  segments for mammography screening

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Segments

• Experience/Utilization
• Theory (Stages of Change)
• Related (highly correlated) experience
• Demographics (sub-populations)
• Motivational factors (psychographics)

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Selection Determination

• Target of Opportunity
• Size of audience
• Potential Impact
• Responsiveness
• Need
• Ability to Reach

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Logic Model

• In order to help
• __________________________________________________
  __
• __________________________________________________
  __
• (a specific target audience)
• to
• __________________________________________________
  __
• __________________________________________________
  ___
• (do a specific behavior)

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Profile/Considerations

• Create a profile that is representative of an
  individual in your target group.
• Who influences this group?
• Are there organizations that can help you reach
  these individuals?
• What distinguishes between the doers and the
  non-doers within this group?

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Resources for Audience Segmentation

• NTCSM Thinking Like A Marketer on-line lecture
  (Session 5) http//www.hsc.usf.edu/CFH/ntcsm/TLM/
  present/ses5/index.htm
• The National Clearinghouse for Alcohol and Drug
  Information Technical Assistance Bulletin
  Identifying the Target Audiencehttp//www.health.
  org/govpubs/MS700/

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• This is the last slide for this presentation. If
  you have information or resources that you think
  would be useful to add, please send them to the
  National Training Collaborative for Social
  Marketing at info_at_ntcsm.org