Audience Identification & Segmentation

Different target audiences have different needs. Reaching an audience made up of recent immigrants to the United States may require materials in languages other than English. Reaching an audience that doesn't use the Internet means relying on more traditional channels. Using Customer Loyalty Plus®, our state-of-the-art approach to improving service quality, ICF Macro evaluates your target audience needs and uses in-house capabilities to produce cultural- and language-appropriate products. We develop detailed, evidence-based audience profiles and apply this knowledge in all of our communications strategies.

The Hispanic/Latino Initiative

For the Center for Substance Abuse Prevention, ICF Macro manages the Hispanic/Latino Initiative, aimed at preventing substance abuse among young Hispanics. This initiative is separated into several phases that each target a different audience, including Hispanic parents and other adults involved with youth (Hablemos en Confianza) and Hispanic girls and their mothers (Soy Unica! Soy Latina!). We conduct outreach to the target groups through a mix of print and audiovisual materials, activities, and Web sites, tailored to appeal to each audience segment.

The Centers for Disease Control and Prevention's (CDC's) Injury Center

To assist the CDC's Injury Center in promoting its research agenda, ICF Macro identified eight target audiences whose support would be needed to implement the agenda effectively. Through a series of workshops with Injury Center staff and key informant interviews with audience members, we developed audience profiles describing their communications needs, barriers, message themes, and channel preferences.

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