1. Target Markets Subcommittee
Working Group Meeting
13 December 2010

2. Our Tasks
Develop criteria for selecting target markets, countries, networks
Provide suggestions for target areas for the first two years
Develop meaningful measures of effectiveness and impact
Identify the forms of research support

3. Criteria for Target Selection
Mission: to foster engagement between the US and the rest of the world with a view to promoting share values and common interests, increasing mutual understanding and respect, and enhancing America’s image in the world. “ity” Criteria for Selecting Target Markets:
Complementarity
Receptivity
Accessibility
Feasibility
Reciprocity
Inclusivity
Multiplicity
Sustainability
“ity” Criteria for Selecting Target Markets:
Complementarity: the degree to which the target and activities complement those of the USG (don’t duplicate efforts)
Receptivity: how likely the target area/participants are to be receptive to the funded activities (eg, places with high, medium, low hostility toward the US)
Accessibility: how accessible the target groups are to the funded activities in terms of factors such as media use, socioeconomic status, security, etc.
Feasibility: how feasible the target are given the political, economic, media, security environments, etc.
Reciprocity: the degree to which Americans benefit from the funded programs, in addition to the target groups
Inclusivity: the degree to which the programs include various actors beyond the direct targets, such as partner institutions, organizations, firms
Multiplicity: the real and potential impact of the funded activity to achieve a multiplier effect beyond the direct targets
Sustainability: likelihood that the activities will continue for the longer-term without additional funding support

4. Initial Suggestions for Target Selection
Who
Where
Youth
Mix of hotspots and non-hotspots
Social and business entrepreneurs
Online networks
Opinion leaders/influentials
Emerging markets with strong ties to US market
Engaged citizens
At least some degree of political openness
Digital insiders
MENA, Latin America
US affinity, hostility, indifference
United States

5. Proposed Measures of Effectiveness
‘Ity Criteria’
Evidence
1. Complementarity
Complement, enhance USG efforts
2. Receptivity
Increase in shared values, understanding, support
3. Accessibility
Numbers of individuals reached
4. Feasibility
Successful implementation of activities (outputs)
5. Reciprocity
Number and type of Americans involved and engaged
6. Inclusivity
Number and type of partner organizations involved and engaged
7. Multiplicity
Numbers of actors reached beyond target
8. Sustainability
Ability to continue activities in longer term

6. Research Support 5 types of research needed: Recommendations: Baseline
Formative
Process
Summative
Best Practice
Recommendations:
Create a Research Council to direct research activities of the organization
Take advantage of numerous sources of existing data
Allocate a certain percentage of the budget to research to demonstrate what works and why (best practice library)
Require grant recipients to conduct their own M&E