Audience segmentation

We're taught that good communicators know the importance of audience segmentation: people or groups of people who share a common interest and who are likely to respond (predictably) to a specific message. 

How to speak to a specific audience is an art form.  What are their concerns? What do they want to hear from us? What sort of response are we looking to generate?  What's the best method for communication?

As we go about developing the Vermont Partnership website, we need to identify different audience interests so that appropriate content is generated.  The site's value to a targeted respondent is directly related to the amount of useful information that's found.

For example, do education administrators see anything of value when they visit the VPFD website?  Will they call us if we don't give them useful content?

The spreadsheets shown below provide an audience summary for the Vermont Partnership.  There are segments  within segments, but for now, here's where we'll start. 

"Honor thy audience."  Know who they are, and keep them close.   

~ PLJ     



       073010 stakeholder summary

View more presentations from PLloydJohnson.