Segmenting Audiences for Social Media Engagement

Public Sector Marketing 2.0

To maximize an organization’s effectiveness in terms of marketing goal attainment, an overall audience (or “market” in the private sector) should always be segmented into groups of clients with common attributes (segments) and then prioritized accordingly (target audience).

Open Government Consultation

Public Sector Marketing 2.0

For example, if I am working on an anti-smoking health initiative I would love to be able to mashup the last 5 government ad campaign spends with the actual smoking rates in Canada over time. Do you have suggestions on how the Government of Canada could improve how it consults with Canadians? Are there approaches used by other governments that you believe the Government of Canada could/should model?

Quick MARCOM 2009 Debrief

Public Sector Marketing 2.0

It is run by a sister company of CEPSM (our organization) called CMG Canada. Michael Cleland (City of Mississauga) & Rupen Seonie (Environics Analytics) –> Moving beyond demographics to psychographic segmentation. If you have a database of your target audience (with postal codes), then you can overlay the PRISM C2 clusters and find out crucial psychographic info.