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

Make Strategy Decisions

Choose an Audience Segment

Resources

Examples of Audience Descriptions and Profiles (PDF-105k)

Once your final target audience is identified, you may want to spend some time writing a detailed description of the segment. If so, use the information you gathered in phases 1 and 2, such as

Current behaviors.
Attitudes
Perceptions.
Motivators.
Barriers to adopting the desired behavior.
Preferred methods of getting information.
Demographic characteristics.

Big Picture Alert

In some cases, if you don't have much data on the segment you've chosen, you may need to go back and identify any important gaps and use additional formative research to fill those gaps.