Start With Your Target Audiences

As with every marketing plan, one of the first things to do is identify your audiences. For the Ohio Healthy Transitions Project (OHTP), there are two distinct target audiences – agencies, providers and referral sources, etc.; and TAY and their families. These two audiences require different messaging/information delivered through a variety of targeted media. There is also a broader awareness of the program that needs to be raised in the general population in Cuyahoga and Lorain counties.

Focus Groups

If funding and time frame allow, conducting focus groups is an ideal way to gather insights on your audiences’ media habits and learn what resonates with them/what messaging they respond to best. Because “Youth Voice and Youth Choice” is integral to OHTP marketing efforts, Wingspan conducted a series of focus groups with TAY and parents of TAY, along with interviewing social workers and other social services providers.