Peter Drury - Audience Segmentation: Communicate With One to Reach Many

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  • This is a river in central Kathmandu that, in 2003, I could see the bottom of and was considered fairly pristine…

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  • 1. Audience Segmentation: Communicate With One to Reach ManyStrategic Decision-Making RegardingAudiences, Stories & Tools for a GrowingNonprofit Organization
  • 2. Kids, Water and… Who the Heck to Tell?What is our goal ?Who will help us get there ?How do we choose {tools, messages, and channels}when there are so many {bright, shiny objects} ?
  • 3. logo
  • 4. urban graphic
  • 5. stats on migration
  • 6. So, then …Who are we talking to ?How do they listen ?What are they seeking ?
  • 7. Defining “Personas”Who must we reach?Who will naturally evangelize?For whom will the act of giving betransformational, not transactional?What motivates them to engage with us?What are they seeking?
  • 8. Choose Three (Oops: We Chose Four)SaraJuliaDavidNed
  • 9. final slide