1. Target Audience Venn Diagrams “Are you talkin’ to me?”

2. Definition (vĕn) noun. A diagram using circles to represent sets, with the position and overlap of the circles indicating the relationships between the sets. [After John Venn (1834-1923), British logician.]

4. How we use Venn diagrams for Pride campaigns

5. Eastern Steppe, Mongolia City Center 80% Hunters Nearby Towns 20% Herders

6. Serena Island Recreational Visitors 40% Msg: Sign Petition Fishers 60% Msg: Set Traps

7. Factors to Consider: Geography If you have multiple locations, what % of time, activities, and budget will you spend in each location? Can key messages and design be the same across geographies? Do you need to consider other Pride campaigns running in your region?

8. Factors to Consider: Target Audiences Do you desire the same behavior change from the same type of target audience at each site? Can key messages and design be the same across target audiences or are they different? How many different groups will you actually target with campaign materials and activities?

9. Target vs. Reach

10. General Community 0% messages 10% activities REACH Local Fishers 100% messages 90% activities TARGET

11. Factors to Consider: Budget Can you maximize your budget by keeping materials and activities consistent between the sites? Can you have a bigger impact with your budget if you focus your budget on fewer target audiences and sites? – instead of spreading money across many people and places

12. Factors to Consider: Time & Effort Where will you get the biggest impact from your time and effort? – Which target audience? – Which site? What can you realistically do during this one year?

13. Factors to Consider: Messages, Activities & Materials Use overlap of circles to indicate where materials or activities will reach multiple audiences/geographies Use ring to indicate separation of campaign design and/or messaging

14. Things you should NOT do Make it too complicated: the more circles you have, the more complicated it will be. Target too many audiences: to have impact, your campaign must be focused. – No more than 2 target audiences for your materials, messages, and activities! Target too many geographies: you cannot be in all of the places all of the time.

15. Design Your Own! 30 minutes with flipchart – Rare team available to help 8 minutes each to present and take questions from the group