{"id":243,"date":"2017-08-22T21:06:45","date_gmt":"2017-08-22T21:06:45","guid":{"rendered":"https:\/\/clearviewcom.com\/?p=243"},"modified":"2018-03-27T21:45:18","modified_gmt":"2018-03-28T01:45:18","slug":"analyze-your-audience-or-waste-resources","status":"publish","type":"post","link":"https:\/\/clearviewcom.com\/analyze-your-audience-or-waste-resources\/","title":{"rendered":"Analyze your audience or waste resources."},"content":{"rendered":"

Audience analysis a key component in PR success; My MacDill message is an example worth studying<\/strong><\/h4>\n

<\/p>\n

Audience analysis is the most critical component in any communications initiative designed to motivate a target demographic to take specific action. I\u2019ve written about this extensively, spoken about widely, taught the concepts to groups all over the U.S., and apply the laws of audience analysis rigorously every day to achieve success for my cherished clients. When I am presented with an example of the failure to analyze an audience before crafting potentially motivational messaging, I\u2019m concerned.<\/p>\n

The most recent example I found at the baggage pickup-carousels at Tampa International Airport. There, small panels of lighted, electronic billboards at eye-level provide local advertising messages for travelers awaiting delivery of their luggage. Awaiting mine after a recent flight home to Tampa, I caught a brief glimpse of one of the bright, colorful panels for a few seconds. I recognized the My MacDill logo on it. It is quite a powerful and moving logo, featuring an abstract eagle figurehead wrapping around an image of the Sunshine Skyway Bridge.<\/p>\n

My MacDill is the name of the well-crafted public relations campaign celebrating the 75 years that MacDill Air Force Base has been headquartered in Tampa. It was the tagline on the electronic board that concerned me: \u201cMy MacDill: 75 Years Serving Tampa Bay<\/strong><\/em>\u201d (http:\/\/bit.ly\/1Ptwg6N<\/a>).<\/p>\n

More than 17.3 million travelers passed through TIA in 2014 (http:\/\/bit.ly\/1WiRXdK<\/a>), with more than 600,000 of them international visitors. Analyzing that vast audience, one could conclude that the message proclaiming \u201c75 years of serving Tampa Bay<\/em>\u201d would motivate these millions of national and international travelers to think \u2026 what? That MacDill Air Force Base serves only Tampa Bay.<\/p>\n

With so many government policymakers, military leaders, elected officials, international business and political decision makers and visitors of all backgrounds exposed to those TIA message boards, why would we want them to think \u2013 even subconsciously \u2013 that MacDill benefits just Tampa Bay?<\/p>\n

Would it be more effective for the My MacDill\u2019s brand objectives to have that audience of global influencers know that MacDill is an indispensible national treasure that benefits the nation and the world, that it is the headquarters of the planet\u2019s most powerful force focused on ensuring national security and global stability? (When I think of the MacDill I know, I get an image of something like \u201cPentagon South.\u201d)<\/p>\n

Could a more effective message for the international audience surging through TIA annually be something like: \u201cMy MacDill: 75 years of serving the nation<\/strong><\/em>\u201d?<\/p>\n

With the Base Realignment and Closure Commission \u2013 BRAC \u2013 convening again in a couple of years, MacDill stakeholders need to be very careful about promoting the value of MacDill to the Tampa Bay area only. There are powerful forces in government and the military that don\u2019t care very much about Tampa Bay\u2019s future, and they are coveting that $13 billion and 13,000 jobs the Tampa Bay Defense Alliance<\/a> figures MacDill generates here annually (in TBDA\u2019s\u00a0 widespread messaging).<\/p>\n

So be careful in your creative. Audience analysis is the key component that can help guarantee you\u2019ll hit your communications objectives \u2013 or not.<\/p>\n","protected":false},"excerpt":{"rendered":"

Audience analysis a key component in PR success; My MacDill message is an example worth studying<\/p>\n","protected":false},"author":5,"featured_media":247,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[5,8],"tags":[13,16,15,14],"yoast_head":"\nAnalyze your audience or waste resources. - Clearview Communications + PR<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/clearviewcom.com\/analyze-your-audience-or-waste-resources\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Analyze your audience or waste resources. - Clearview Communications + PR\" \/>\n<meta property=\"og:description\" content=\"Audience analysis a key component in PR success; My MacDill message is an example worth studying\" \/>\n<meta property=\"og:url\" content=\"https:\/\/clearviewcom.com\/analyze-your-audience-or-waste-resources\/\" \/>\n<meta property=\"og:site_name\" content=\"Clearview Communications + PR\" \/>\n<meta property=\"article:published_time\" content=\"2017-08-22T21:06:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-03-28T01:45:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/clearviewcom.com\/wp-content\/uploads\/2017\/08\/37172404_m.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"926\" \/>\n\t<meta property=\"og:image:height\" content=\"517\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Andrew Bowen, APR\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Andy_CCPR\" \/>\n<meta name=\"twitter:site\" content=\"@Andy_CCPR\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Andrew Bowen, APR\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/clearviewcom.com\/analyze-your-audience-or-waste-resources\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/clearviewcom.com\/analyze-your-audience-or-waste-resources\/\"},\"author\":{\"name\":\"Andrew Bowen, APR\",\"@id\":\"https:\/\/clearviewcom.com\/#\/schema\/person\/defe36e587e97b530578a9607ececbb6\"},\"headline\":\"Analyze your audience or waste resources.\",\"datePublished\":\"2017-08-22T21:06:45+00:00\",\"dateModified\":\"2018-03-28T01:45:18+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/clearviewcom.com\/analyze-your-audience-or-waste-resources\/\"},\"wordCount\":528,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/clearviewcom.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/clearviewcom.com\/analyze-your-audience-or-waste-resources\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/clearviewcom.com\/wp-content\/uploads\/2017\/08\/37172404_m.jpg\",\"keywords\":[\"audience analysis\",\"brand message\",\"corporate communications\",\"messaging strategy\"],\"articleSection\":[\"Brand Awareness\",\"Corporate Communications\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/clearviewcom.com\/analyze-your-audience-or-waste-resources\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/clearviewcom.com\/analyze-your-audience-or-waste-resources\/\",\"url\":\"https:\/\/clearviewcom.com\/analyze-your-audience-or-waste-resources\/\",\"name\":\"Analyze your audience or waste resources. - 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