The key to Magnfied PR? Identifiy Your Targets!

My most recent assignment with the EQAO (Education Quality Accountability Office) has re-enforced what I have long believed about targeting the right message to the right audience. In fact, this experience has helped me prove a long held point that understanding, identifying, and analyzing groups of people you wish to motivate or influence is so critical.

With EQAO, we're learning that our target audience, teachers, receive their professional development information in different formats. Additionally, they don't always receive all government information via their own professional associations and unions.

So, what's been needed? Working on a thorough marketing plan, I have advised EQAO to break it's communications efforts into three sub groups (more detail will be following as I can't get much further in detail right now). Each of these groups has similar yet varied interests. Equally, they receive their information from and place greater credibility with varying sources of information.

By communicating with these groups on a one-to-one basis and laying out an analyzed calendar of events, we are well on our way to saving EQAO enormous amounts of time and money in advertizing efforts. Moreover, we're continually growing their subscriber lists to an upcoming newsletter targeted to teachers.
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Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Marketing Communications, Public Relations and Public Affairs Consultantcy. Make sure to contact him for advise on reaching audiences you may or may not have yet considered in your marketing communications campaigns. You can view his website at www.actionstrategies.ca.