Make Strategy Decisions
Choose Secondary Audiences
In addition to choosing a final audience segment, you will need to make a
decision about any influencing audiences you want to include in your program.
Look through the problem description data and formative research results to find
information that reveals who the target audience segment finds influential. If
you are using the Strategy Development Worksheet, any pertinent data can be
placed in the Formative Research Results column.
Next, use that information to answer the following questions:
1. Is there an important secondary audience?
2. If so, does the secondary audience influence the audience segment's behavior
enough so that you should devote program resources to reaching the secondary
audience?
3. If so, how will your program activities be designed for the secondary
audience (in order for them to influence the primary audience)?
Once you have made those decisions, write them down in the second column of the
worksheet, beside "Secondary Audience."
Need to review? See Phase 2:
Secondary Audiences.
Tip
If you choose to develop program activities for the secondary audience,
you will probably want to apply the audience orientation outlook to them as
well.
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