Social Marketing
Nutrition and Physical Activity


Step 1: Analyze Information Gaps

II. Target audienceII: Target Audience

Segmenting for Environmental and Policy Level Changes
The goal of your program may be to persuade policymakers to change a law or to get an environmental change approved. The concept of audience segmentation can still apply here, but the audience and behaviors are somewhat different. Instead of an audience of "end users" your audience is likely to be made up of people who are legislators, policymakers, business owners, and so forth. Therefore, the frameworks for segmentation are somewhat different. You may want to segment based on receptiveness to your proposed change or by common objections to the change. In some cases, the group you are trying to persuade is small enough that you can individually tailor your messages.

photo of man signing paperwork