Posted by: emilywil | September 20, 2009

Segmenting Publics

   In Dr. Nixon’s PR publications class we have been learning about how to segment our publics when making publications.  My client is Habitat for Humanity of Bulloch County and I hope to make a brochure that the organization will find useful.  To create my brochure,  I first have to research what my public is and the best way to create a publication that will appeal to that public. 

  I first had to know three types of information about my target publics: demographics, psychographics, and sociographics.  The demographics are a young, working class and mainly located in Bulloch County or neighboring smaller counties and cities.  My psychographics are people who are willing to help others by volunteering.  The sociographics probley deal with people who have occupations or students who are willing to help society. 

  According to Habitat for Humanity’s website their mission is:

“Habitat for Humanity of Bulloch County is a non-profit, ecumenical Christian housing ministry seeking to eliminate poverty housing, and to make decent shelter a matter of conscience and action.  Habitat invites people from all walks of life to work together in partnership to build houses with families in need.  Since its start in 1991, Habitat for Humanity of Bulloch County has built more than 3 dozen homes throughout Bulloch County.

Habitat for Humanity of Bulloch County serves Bulloch County, Georgia, and is directed by a volunteer board of directors, with a full-time Executive Director, Office Manager and part-time Construction Manager.”

I will then look into multiple characteristics such as age, gender, generations, lifestages, social classes, education, and national origin.  Therefore the age I’m looking to appeal to is younger to middle aged.  Gender is both men and women, but probley more men because of their construction ability.  Education and social class is probley high education and middle to upper class because they have more resources to be able to help out others.  The generation I’m trying to appeal to is probley more Generation X &Y because they are younger and have more emphasis on equality and family.

 

*Most information was taken from Strategic Publications: Designing for Target Publics By: Linda P. Morton.

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