Communicating the Value of Preservation: A Playbook (2012) / Chapter Skim
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Communicating the Value of Preservation: A Playbook 19 3. Audience Identification Identifying and segmenting your audience is the first building block for creating and delivering successful preservation messages.
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20 Chapter 3. Audience Identification Checklist of Critical Activities Set up audiences brainstorming session List potential audience elements Divide audiences into segments Assess audience segments Use stakeholder interview-based market research Prepare refined final list of audience segments Prepare interest/influencer matrix (optional)
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Communicating the Value of Preservation: A Playbook 21 Step 2: List Potential Audience Elements Start your brainstorming by listing all the audiences your team can think of. There's no need to evaluate suggested audiences -- that will come later.
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22 Chapter 3. Audience Identification Step 3: Divide Audiences into Segments Once you have brainstormed a basic list of audiences, it's time to discuss how the audience groups on your list can be either (1)
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Communicating the Value of Preservation: A Playbook 23 • General Public Segmentation -- DOTs have a tendency to view this segment as a catchall category, which may not be appropriate. Options for segmenting the general public include geographic and demographic criteria or primary use of the highway system, such as commuters, recreational travelers, or through travelers.
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24 Chapter 3. Audience Identification the elected officials audience group.
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Communicating the Value of Preservation: A Playbook 25 Step 7: Build Interest/Influence Matrix (Optional) Set the Stage for an Interest/Influence Matrix -- When you create an interest/influence matrix, audience segments identified via the basic brainstorming/market research process (Steps 1 through 6)
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26 Chapter 3. Audience Identification a grid according to four distinct groups: promoters, defenders, latents, and apathetics: • Promoters -- Audience segments that attach a high priority to preservation and whose actions can have an impact on the implementation.
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Communicating the Value of Preservation: A Playbook 27 interests don't match up with their influence, it will be important to try to convince them of the value of preservation and perhaps move them into the promoter category. Some example presentations geared toward an internal executive audience can be found in Appendix A
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28 Chapter 3. Audience Identification focus on just the promoters; you should also try to find ways to engage high-influence, but moderate- or low-interest audience segments who may be on the fence about highway preservation.
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