3. Target Audiences

Who should your campaign target in order to attain your intended results most effectively? Who do you need to influence to achieve the desired change? This unit will help you understand why you need to identify a specific target audience. It is a pivotal step in deciding how to set up your campaign and go about achieving your goals. Target audience mapping and persona creation are the two tools in this unit that will help you get to know your target audience and their needs.

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After completing this unit, you should be able to: 

• Understand the importance of clearly defining your target audience
• Apply different tools and methodologies to determine and map your target audience’s needs, experiences, behaviours and goals
• Formulate a target audience statement and create a target audience persona.