Defining your target market(s)

One of the key elements to any strategic marketing/media plan is to define your target market(s). Most companies don't have just one market. It is critical to your plan's success that you clearly define each of them so you can be sure you are reaching them all.

We've worked with the workforce industry for years and they have many different targets to consider in their marketing/media efforts:

• Job seekers - those who use their services to find a job, get a better job, or start a new career path (this includes multiple targets in and of itself -- youth, adults, dislocated workers, veterans, those with disabilities, seniors, etc.)
• Businesses - those looking for job seekers to fill their open positions
• Board members - those in the community who sit on or may be interested in sitting on their voluntary boards
• Partners - other organizations in the workforce community who are part of their local or regional workforce system (service providers, training organizations, k-12 and post-secondary education providers, etc.)
• Legislators/Funders - those who can affect funding
• Staff - from multiple agencies who make up their system
• Vendors - those who help provide the tools to deliver the best services

Any marketing campaign must address each of these different targets and sub-targets in the right way in order to engage them and keep them engaged in what you are doing. Messaging has to be targeted to each individual market to assure you are addressing each target's need(s).

Think about your target markets. The most obvious is your primary customer. Who purchases your product and/or service? This may include multiple markets. Include your partners, funders, board members, suppliers, staff, etc. Each of these is critical to your organization's success and should be considered as part of your overall strategic outreach plan.

Once you define the appropriate markets you can start to think about how best to reach them for maximum results. What target markets do you have that are different than those listed here and what are some of the challenges you have in reaching them?

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Kerry Brooks is Co-owner of ProfessionalEdge Associates, offering a wide range of marketing and support services to businesses that want to increase their success, but aren't in a position to add to their staff.