Building Partnerships
Engaging the Business Community, Step 3: Knowing Your Audience
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The audience you want to reach with your health care coverage message can also be an important incentive to attract business involvement. Companies may be more interested in working with you if they know that your target audience is in alignment with their customer base and/or employees. This section will help you identify the characteristics of your target audience that will be of interest to the business community.
Your Target Audience
Your target audience is most likely composed of the parents or guardians of eligible, uninsured children. This audience can be broken into different groups, each with its own unique characteristics (e.g., families, new parents, parents with teenagers). Think about a typical day in the life of one of these groups--where they work or go to school, how they get to work or school, where they shop, where they eat--and create a simple audience profile. The purpose of this profile is to help you describe the different interests and characteristics (demographics and psychographics*) of your target audience to potential business partners. This information will also help you identify companies that interact with these groups regularly and should be added to your recruitment list. An audience profile worksheet is available in this section.
The following Internet resources can provide you with research statistics:
State Child Care Profiles
These profiles include demographic information about children, families and child care in each state, as well as contact information for different state agencies involved in child care. The profiles also contain links to additional state and national resources.
U.S. Census Bureau
The U.S. Census Bureau is the preeminent collector and provider of timely, relevant, quality data about the people and economy of the United States.
U.S. Department of Labor
The Department of Labor Web site provides information on employment and unemployment data, dislocated workers, employee benefit laws, living conditions and much more.
* Definitions of frequently used terms are available in the Glossary of Business Terms.
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