After defining the communication objectives, you need to identify your target group(s), for example young people that you want to include in the mobility activities.

These groups all have different characteristics and needs.

A target audience can be people of a certain age group, profession, gender, marital status, educational background, geographic area and many more. Without knowing your target group, your communication activities will remain diffuse and with little effect.

To be effective, it is important to know precisely who you need to address and think about your target groups every time you communicate.

How to define target groups:

Target audiences must be selected and prioritized

List all targets, being as specific as possible and describe them

What do you want them to think?

What do you want them to do?

Be clear about your target audiences and user groups and prioritize them according to importance and influence related to your objectives

What do they currently think about you and the opportunities you offer?

Decide who needs to be particularly targeted and why?

Who will be most affected by the policies and activities of your campaign?

Who are the audiences whose opinions and behavior will significantly impact on the activities of your program?

Answer these questions one by one and compile a table with all segments of your target group on which you will refer further on through the process of making a communication strategy.