Audience Development & Segmentation

Public media audiences are not a single, monolithic group. They are many, with different motivations, behaviors, and reasons for connecting with your station.

In this course, you will learn how to define meaningful audience segments using data you already have, turn those segments into practical personas, and activate them through content, marketing, fundraising, and engagement strategies. By the end, you will have a focused, actionable segmentation plan you can bring back to your station and put to work. This course is divided into 4 topics, each taking approximately 30 to 40 minutes to complete.