Target audience matrix
The Target audience matrix helps you develop an overall perspective on your target audience and sections/departments from which you may need support to implement your
awareness campaign.
You need to correctly target energy users in your organisation. It is often a mistake to assume that your target users are just one big single group. While the bulk of the saving
may be done by admin staff or operators, there are others who may be vital to the success of the campaign, e.g. supervisors, middle management, security staff, cleaners etc.
Although some media may be common to all groups, e.g. posters, other groups, such as those who use computers, can be targeted by electronic means.
You may also need the support of particular groups or individuals to implement the campaign. For example, endorsement from the chief executive or general manager, or a
campaign budget from the finance director. Depending on your organisation, supervisors or team leaders, although not significant energy users, may be important to help
implement the campaign. Particular sections or departments may also be able to provide support. For example the Personnel section may be able to help with organising
training, or the IT section for distributing information electronically.
You may need the following for your campaign:
the Endorsement (E) of certain people to help implement the campaign.
the Support (S) of certain groups of people and/or functions to implement the campaign.
The Participation (P) of certain groups of people and/or functions to carry out the energy saving actions.
How to use the Matrix
The Matrix helps you to identify the main sections/departments (functions) and groups of people that you may need to target.
It is divided into PEOPLE and FUNCTIONS.
On the PEOPLE axis, identify the main groups that you need to target or work with to implement the campaign, and their role (endorsement / support / participation).
On the FUNCTIONS axis, identify the sections or departments that can help to implement the campaign or are vital for targeting.
If necessary, change the names of the groups or functions in the sample matrix.
In each of the cells mark the type of action that you would like the people or functions to carry out:
E = Endorsement
S = Support to implementation the programme
P = participants to carry out energy saving
The cells marked with an X will not be relevant.
The Matrix helps you divide your target audience into relevant groups and also identify the sections or departments that are vital for implementing the campaign.
Target audience matrix
FUNCTIONS
Core Functions
Support Functions
CEO
Finance
Personnel
Operations
IT
Catering
Other?
Cleaning
Security
Contracto
rs
Other?
Other?
CEO
E
X
X
X
X
X
X
X
X
X
X
X
Senior
Management
X
S
S
S
S
X
X
X
Middle
Management
X
X
X
X
X
X
X
X
Supervisors
PEOPLE
X
Admin staff
X
Operators
X
External
Contractors
X
Security staff
X
Cleaners
X
Other?
X
X
X
X
X
X
X
X
X
X
X
Mark in each cell, the action that you would like the people or functions to carry out:
E
S
P
= Endorsement
= Support to implementation the programme
= participants to carry out energy saving
X
X