Social Marketing
Nutrition and Physical Activity


Make Strategy Decisions

AudienceChoose an Audience Segment

Identify and document the characteristics of this particular segment that make the members different from the other possible segments you were considering. You may want to come up with a name that provides a short description of the segment's important characteristics.

Another way to describe your audience segment is to write a short profile describing an individual who personifies your segment. Doing this will provide a context for the rest of your decisions. An image of this individual can be helpful as well. You may want to have a graphic artist draw an image, or find a photograph online.

Once developed, either of these two descriptions can be used in multiple ways. They can be given to your partners and stakeholders, or sent to your funding agency. Most importantly, they can help your planning team keep the target audience in mind when making decisions.