Course Overview
Social Marketing Basics
Phase 1
Phase 2
Module 3
Module 4
Module 5
Module 6

Step 1: Analyze Information Gaps

II: Target Audience

photo of a girl carrying groceries Secondary Audiences
Another part of refining your target audience during phase 2 is to begin exploring possible secondary audiences. This is another area where you may have information gaps. Formative research should provide you with the information you need to purposefully select secondary audiences.

Remember, a secondary audience is a group of individuals who influence your target audience in some way. They are not individuals who may be secondarily exposed to part of your program's activities.

Anytime you are dealing with children, especially young children, you'll need to collect information from parents (or other influential adults, depending on your situation) as it is likely they will end up being an influential group. Especially with young children, your program activities will likely be directed at adults to encourage their influence on the children.