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

Plan Components for the Problem Description

Resources

Planning Questions (PDF-88k)

II. Target Audience

Determine Criteria for Selection
However, no single audience is likely to have all of these characteristics. You must prioritize which ones are most important to you and your team. Is it more important to work with a high-risk audience, or is it more important that you aim for early success by starting with a "low hanging fruit" approach? What happens if your stakeholders want to work with an audience who is at high risk, but it will require extensive resources to help them change their behavior? Work with your planning team to prioritize criteria. Which are most important? Which are ones that would be nice but aren't crucial? Once you know this, then you can start thinking about different audience groups.

Tip

The planning questions document provides questions that you can answer which will help you choose a target audience.