Social Marketing
Nutrition and Physical Activity


Step 1: Analyze Information Gaps

II. Target audienceII: Target Audience

Choose a Segment
Once the framework is chosen, and you've segmented the audience, you must pick which of the segments you wish to target. Naturally, you'd avoid those segments with individuals already doing the desired behavior. You may have a segment that is on the other end of the spectrum—not at all interested in the desired behavior or not motivated to participate. This segment would probably require either extreme amounts of resources or would need more forcible means of change, possibly by developing laws or other regulations. Usually, a group somewhere in-between is most appropriate.

Another important consideration is the size of your segment. In theory, you could target each person individually (a segment of one) with program strategies tailored just for him/her. This could be very effective, but, in most cases, is prohibitively resource-intensive. Or, you could go in the other direction and target the "general public." This could be relatively inexpensive, but your ability to make a strong impact is limited because you're trying to appeal to everyone. Somewhere in between is a group large enough to make your efforts worthwhile, while being similar enough to one another to make the program effective.