7. Get to Know Your Audience (continued)

» Triggers - List 3-4 triggers that, no matter the circumstance, the audience member is likely interested in engaging. Think about a crowded room with lots of conversations, and your person is walking around the room. What words and issues does your person hear that make them want to join in a conversation? These can be passions, work-related, etc. Triggers can be positive or negative.

» Media - List 3-4 different forms of media as well as the likely channels through which your audience will encounter such media.

» Empathy - Summarize the Think, Feel, Do, and See sections from the Audience empathy exercise into a single statement for each.

» Challenges - Identify 5-6 challenges or problems that this person faces. What are the top challenges facing this person, especially relative to the campaign issue? How does this issue impact their life? What other indirect challenges do they have?

» Motivations - Identify 5-6 motivations for this person. What keeps them moving? What does success look like, and how are they motivated to get there? What gets them out of bed in the morning, or what do they appreciate?

» Issue-specific Consideration - It is important to link this person to the campaign issue in some way. For example, if you are planning a community campaign, it may be important to link this person to the community, discussing their community-based behaviors and engagement. How does the person engage with the issue, and what behaviors in this engagement contribute to a deeper understanding of this person?

» Biography - Draft a paragraph or two about this person in a biography format. Write a story that helps to support all of the details that you’ve noted above. Consider their background and what got them to this point, and where they are headed.

» Photo - Like a name, it is much easier to talk about a person if you have a picture of that individual in your mind. Find a photo through a basic internet search that supports and reinforces the narrative described above.

7. Get to Know Your Audience (continued)

Reflection

Discuss the following with your campaign team.

» What are the top five themes identified related to this audience that will be most impactful for the campaign issue?

» What barriers or opportunities come to mind when you consider these themes?

» Capture the work completed with a series of photos.

Update the Campaign Canvas

Build your plan by completing sections of the Campaign Canvas that have Ex. 7 next to the heading title.

» Audience Themes