Defining Audience Segments for Extension Programming Using Reported Water Conservation Practices

Authors

Paul Monaghan, University of FloridaFollow
Emily Ott, University of FloridaFollow
Wendy Wilber, University of FloridaFollow
Jessica Gouldthorpe, University of FloridaFollow
Laila Racevskis, University of FloridaFollow

Volume

51

Issue

6

DOI

10.34068/joe.51.06.08

Abstract

A tool from social marketing can help Extension agents understand distinct audience segments among their constituents. Defining targeted audiences for Extension programming is a first step to influencing behavior change among the public. An online survey was conducted using an Extension email list for urban households receiving a monthly lawn and garden newsletter. The results describe particular constituent groups or segments, defined by their landscape conservation practices. Extension agents can use audience segmentation to design programming that targets the behaviors, expectations, and lifestyles of specific members of their community and identify emerging issues.

Creative Commons License

This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License.

Recommended Citation

Monaghan, P., Ott, E., Wilber, W., Gouldthorpe, J., & Racevskis, L. (2013). Defining Audience Segments for Extension Programming Using Reported Water Conservation Practices. The Journal of Extension, 51(6), Article 8. https://doi.org/10.34068/joe.51.06.08