Jason Simms, communications director, CJAM Group Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Smart segmentation to keep
your campaigns fresh, relevant
and effective
Audience Strategy - Understanding and connecting with stakeholders
TyreSafe case study

2. INTRODUCTION
• Overview of
segmentation… practical
not theoretical
• Segmentation by
behaviour
• Segmentation by life
stage
• Keeping it fresh
• Gaining approval…

3. “Market segmentation is the process of
splitting customers, or potential customers in
a market into different group, or segments”
SEGMENTATION IS A VALUABLE TOOL IN THE BOX

4. CHANNEL, MESSAGE & TIMING

5. Know your target;
know your market
MAKE IT STICK

6. BENEFITS OF SEGMENTATION

7. SEGMENTATION, TARGETING AND POSITIONING
GeographicalDemographic
Psychographic
Lifestyle
Beliefs & values Life stagesBenefit
Behaviour
Common categories of segmentation

8. SEGMENTATION BY ROAD USER

9. CHARITY SEGMENTATION
Beneficiaries
Advocates of the
Beneficiaries
Decision-makers
Influencers of
Decision-makers

10. BUT…

11. SEGMENTATION: TYRESAFE
?
?
?
?
?
??
?

12. YOU’RE STILL TALKING TO PEOPLE NOT ‘SEGMENTS’

13. THEY ALL HAVE BRAINS
“My husband takes
care of everything
to do with the car”
“Yes my
tyres have
1.8mm of
tread so I’m
fine”
“I check my
pressure every
time I fill up to
keep the car
safe”
“My car is
only two
months old
so its tyres
are fine”
“I use mum and
dad’s car - why
should I check?”

14. DEFINING A TARGET, BLURRING GROUPINGS
GeographicalDemographic
Psychographic
Lifestyle
Beliefs &
values Life stagesBenefit
Behaviour
Sources of information to guide us:
• Stakeholders
• Supporters
• Industry
• Media
• Research channels (eg surveys)
• Govt departments

15. Q. WHAT LINKS THIS GROUP?

16. DIFFERENCES IN BEHAVIOURS OF TYRESAFE'S TARGET
Motorbike
•‘Big bikes’
•‘Non-preachy’ tone
•‘Prepare like the pros’
Scooter
• Similar attitude to car
owners
• Informative tone

17. SCOOTER COMMUTER

18. SEGMENTATION BY LIFE STAGE
?
?
?
?
?
??
?

19. SEGMENTATION BY LIFE STAGE

20. HOME SAFELY ON SAFE TYRES
“My husband takes
care of everything
to do with the car”
REASON TO BELIEVE
1 in 4 tyres on UK roads
have defective tyres,
killing or seriously
injuring 200 each year
PROPOSITION
Your child
may be at risk
CHANNELS
Mumsnet. NHS Foundation Trusts.
Parenting magazines. Facebook groups
ACTION
“I’m going to ensure my
tyres are safe and check
them regularly”
PROMPT
Is my car safe?
INSIGHT
Assumption that because husband books
MOTs and servicing, he’s also checking
tyres
INFORMATION
Check tyres monthly and
before long journeys.
Check tread, pressure and
condition.
How to check

21. HOME SAFELY ON SAFE TYRES
Janine McCarthy explained:
“TyreSafe’s campaign is so important
and I want everyone to listen and act
on the message ‘Home safely on safe
tyres’. I was lucky, but defective and
illegal tyres can ruin lives. As new
mums-to-be, we pack our hospital
bags with everything we need and
check our baby car seats – but we
need to add CHECK TYRES to our
pre-baby checklist.”
Reinforced with case study

22. KEEPING IT FRESH: PHASE TWO
Grandparent carers

23. OVERARCHING MESSAGE NEEDS TO STAY FRESH TOO
2010
2011
2012
2013
2014

24. FRESHENED WITHOUT LOSING BRAND
Microsite hosts all resources for orders & advice
Toolkit acts as a full guide
for supporters
Variety of supporting print
posters & leaflets
Variety of supporting online banners
Online resources
supported with
dedicated animation

25. WE TOOK A RISK…

26. WAS IT SUCCESSFUL?
• Record year for materials distributed
• Record year for social media engagement
• Record year for reaching new stakeholders
But…
Some could only use the safer options

27. GETTING APPROVAL…
May the 4th be with you:
Successful segmentation means speaking your audience’s language

28. SUMMARY – SEGMENTATION & TARGETING
• Segmentation is a highly valuable tool
• Low cost research can be drawn from ‘in-house’ sources
• Segmentation groupings are useful but don’t be afraid to blur the
boundaries
• Stay fresh by considering how the message can be biased towards specific
groups
• Understand and use the tonality of the target – expect to risk moving away
from ‘corporate’ tone

30. Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk

31. Audience strategy:
understanding and connecting with
stakeholders
Sponsored by
Conference
26 May 2016
London
#CCaudience
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