9. Targeting: Who is your audience?
You should become aware of everyone who is either directly or indirectly connected to your service. You will also need to have a good idea of your target groups, exactly who you want to reach to trial and reuse your services, and who you want to help you deliver services which are more accessible and responsive to the needs of fathers.
It is useful to think of your target audiences in three groups – your:
- Primary audience (i.e. actual users of the services, such as men/fathers)
- Secondary audience (i.e. influencers of men/fathers, such as partners, children, parents, peer groups, religious groups, friends, etc), and
- Other audience (i.e. mentor practitioners or other services who you want involved in the integration and delivery of services).
It is useful to describe each of these audience groups in as much detail as possible. The conversation boxes below are designed to help you to define each group’s personality and psychological characteristics.
When considering issues raised in these conversation boxes, be as specific as you can. For example, using broad descriptors such as ‘men’ won’t help you focus on issues specific to fathers, and may therefore limit your capacity to achieve your goals. The more thoroughly you understand your audience(s), the higher your chances for success!
Conversation box 5
- Who are your target groups (Primary, Secondary and Other)?
- What are the key characteristics of your primary audience?
- Which of these key characteristics can be used to help you engage your target groups? Consider promotional opportunities, service accessibility, and the appropriateness of the service delivery venue, format and timing.