Targeting:
When these characteristics are identified, a further analysis of
the data may reveal a key audience among the target group; that is, you can
begin to speculate which group is difficult-to-reach. In your area, you may
discover, for instance, that white men, aged 18 to 25, who are high school
dropouts, are underrepresented in your program. Or, that young non-English
speaking women, aged 35 to 45, are the difficult-to-reach group within the
target audience in your area.
It's important to remember that you are identifying an invisible
population; that is, you are trying to reach underserved adults who have
probably not been identified through existing private and public literacy
efforts.
Therefore, your area may have potential clients who have not
been identified in any other region. The importance of knowing your area and
its needs cannot be more highly underscored or stressed.
Furthermore, you may find that your key audience uses public
transportation, when it is available, and may have contact outside their homes
at the following places:
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