• Audience Segmentation Workshop

    How to Effectively Communicate Your Initiative to Different Audiences

    New Economy Network Australia Conference 2018, Melbourne


    Facilitator: Sharon Ede, Audacities

     

    One of the most powerful realisations an activist or anyone working on change can have is that when it comes to communication, ‘one size does not fit all’, and that people are scattered along a spectrum of values, awareness, issue literacy and motivation.

     

    Advertisers and marketers have long known and practiced 'market segmentation' but all too often, communications approaches treat their audience as a single, amorphous mass – ‘the public’ – without understanding that different values may be in play at different times within different societal groups. In particular, the environment, social change and sustainability movements have tended to frame their messages to appeal to people based on their own values, which may not be shared by the audiences they are trying to reach.

     

    This complexity is why one size fits all is easier to do, even though it isn’t as effective.

     

    Luckily, there are simple tools that can help address this.

     

    Knowing your audience, knowing how to communicate when you don’t know your audience; thinking about the issue from their perspective and how what you are doing might align or clash; and bottling the essence of your message in a way that resonates for them in an engagement story, are all critical to whether or not your message gains traction.

     
    Workshop Objective
     
    To support change agents in better identifying, and communicating with, the audiences they are seeking to engage.
     
    In this workshop, you will be introduced to a way of developing an Audience Segmentation Spreadsheet for your initiative, shown two different examples, and given the opportunity to test it for yourself with your own ideas.
     
    Workshop Format
     
    (30 mins + 10 mins questions)
    • Introduction (2 mins)
       
    • What is audience segmentation, and why do we need it? (5 mins)
       
    • Post Growth example (5 mins)
       
    • Fab City example (5 mins)
       
    • Try It Yourself - how can you apply audience segmentation to an initiative you are working on? Small group/pairs exercise (10 mins)
       
    • Summary + online resources (3 mins)
       
    • Q + A (10 mins)
     
  • Examples

    EXAMPLE Post Growth

    Segmentation Spreadsheet

    PDF of Post Growth Audience Segmentation Spreadsheet

     

    Blank Audience Segmentation Worksheet

    EXAMPLE Fab City

    Segmentation Spreadsheet

    PDF of Fab City Audience Segmentation Spreadsheet

     

    Blank Audience Segmentation Worksheet

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