Target Audience
- Gaston Wong
- Jul 30, 2020
- 2 min read
Updated: Aug 6, 2020
If you had stumbled upon this blog post prior to visiting my homepage, then you might not know that my education and work experiences are strongly geared towards marketing. When you've been taught and trained your entire life to produce content for the for-profit corporations or academics, it's quite challenging to modify your writing style and focus on a completely different audience.
Here's a conundrum.
This open-source textbook is directed towards non-profit-organizations (NPOs) that might not have the budget to hire a marketing specialist, or perhaps they lack the marketing experience to effectively appeal to its audience. However, I frequently add marketing jargon and buzzwords to my written pieces as the reader tends to be my instructor who works in the School of Business and has experience with marketing or my job which is directly related to marketing.
The challenge is to create marketing content but explain concepts, strategies, and tactics all in layman's terms. Realizing that the original draft of the textbook had been littered with marketing and corporate jargon, we had to conduct a thorough review and modify or even rewrite entire sections to fit the NPO model.
I won't bore you with all the edits but here are a couple of changes we've made. Red text is removed content and green is newly added verbiage.
Customers, consumers, clients, target market was replaced with audience, participants or stakeholders
Learning objectives to Section Breakdown
Touchpoints to impressions
Company, business, organization to NPOs
Cleaning up styles and code for visual consistency
Additionally, examples and metrics will need to be NPO focused rather than for-profit. To clarify, instead of providing examples about reaching revenue goals, it may be more suitable to showcase objectives on generating new brand ambassadors, increasing donations, or reaching a specific value on a petition.
Despite having to spend a modest amount of time to revisit and review entire sections, it's important to ensure consistency and quality throughout the textbook.
If you like to follow my journey with the IMC Open Source capstone project, click on the links below.
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