What is a target audience?

A target audience is a segment of the population that has a specific opportunity to take action on the problem you have identified. The target audience may also be a segment of the population that is specifically affected by the problem you have identified.

For example, homeowners have a specific opportunity to reduce the amount of nutrients that get into waterways. A lake in the neighborhood that has a super abundance of nutrients results in an unattractive recreational resource — specifically affecting the quality of life for the homeowners in the neighborhood. Homeowners are the target audience in either case. If the welfare of fish or wildlife in the lake is the primary concern, the educator must choose whether to communicate about the ecosystem problem or focus, instead, on the interests of the target audience — that is the benefits of an attractive recreational resource.

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