Once you’ve identified, described and prioritised the groups you want to attract, decide where and how to talk to them.
Think about how they spend their day, where they go, how they gather information. Do they:
· spend time at the local supermarket, post office, doctor’s surgery, pub?
· have children at nursery or school (could you communicate with them through the school in some way - perhaps through a parent/teachers association if there is one)?
· read the local newspapers?
· listen to local radio?
If so, consider if they’re more likely to do one thing than another. For example, women returners often have young children and are likely to visit the local surgery for check-ups etc. and enrol their children in nursery schoo. If you plan to target this group, there could be an opportunity to leave leaflets in the surgery waiting room or put up a poster at local nursery schools.
Once you’ve worked through this process, you should be left with a list of ways that you could target each group. The materials and methods you use are likely to include:
· adverts in the local press
· posters
· leaflets
· community events
· local schools
Deciding which to use will be determined by your budget and the time available for preparing material.