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Entries in outreach techniques (1)

Wednesday

30Sep2009

How to Choose a Priority Segment for Environmental Outreach

Wednesday, September 30, 2009 at 5:25PM

The TARPARE model for prioritizing segments of your target audience has been widely used in the field of health social marketing for some time (Donovan, 1999). While the criteria for environmental outreach is slightly different, the principle is the same. Essentially, you want to find a segment of your audience that is the best use of limited resources and will help you to influence other segments. This allows you to direct your resources towards the people what will give you the best return on your investment. For environmental outreach, let’s use the acronym TIPAR.

Initial	Criteria	Description
T	Total number of people in the segment	Segments encompassing larger groups of individuals are more attractive.
I	Influence	Segments that have influence upon other segments should be given priority since they are social leaders.
P	Persuadable	A segment that is easily persuadable to change should be given a higher priority as it will take fewer resources to establish the behaviour change.
A	Accessible	Segments that are easier to reach are more attractive as less work and fewer resources will be needed to make an impact.
R	Resources required	The fewer resources required to meet the needs of the segment, the greater the expected return on investment.

Apply the TARPARE model to your segment. Give each segment a score between 1 and 10 for each TARPARE criteria. Add up your scores to see the rank of your audience segments.

Example:

Environmental Problem: Over Fishing