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Understanding Your Audience

Understanding Your Audience. Susan Donaldson. What’s your purpose in attending this training?. How do you prefer to learn? (What’s your learning style?). What outcomes do you seek from this training?. What are we building?. Developed land: A combination of land cover/use categories

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Understanding Your Audience

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  1. Understanding Your Audience Susan Donaldson

  2. What’s your purpose in attending this training?

  3. How do you prefer to learn? (What’s your learning style?)

  4. What outcomes do you seek from this training?

  5. What are we building? • Developed land: A combination of land cover/use categories • Large urban and built-up areas • Small built-up areas (developed land units of 0.25 to 10 acres) • Rural transportation land (roads, rights of way, etc.)

  6. Data from ERS

  7. Number of farms by size AZ/CO/WY Small Farms Survey

  8. Characteristics of low-density regions • Lower population • Fast growth • Few foreign-born residents • More Hispanic residents • Fewer houses on sewers • Adjacent to at least one rural county • Flat land • Little or no wetland • Most land owned by private owners July 2001, Brookings Institute, “Who Sprawls Most? How Growth Patters Differ Across the U.S.”

  9. Who lives on these properties? • Professionals • Urbanites fleeing the city • Retirees • Aging rural residents • Suburbanites • Investors • Etc…

  10. Why do they want to live on small acreage properties? • Pastoral lifestyles • Green properties • Increased property values • Fewer restrictions on property uses • Animal ownership (horses, llamas, etc.) • Privacy • Investment potential • Make some money • Etc…

  11. Did you have any livestock in 2002? Source: AZ, CO, & WY Survey

  12. Percentage of household income from farm Percent Source: AZ, CO, & WY Survey

  13. Why engaged in small farm agriculture? Source: AZ, CO, & WY Survey

  14. How do we reachdifferent audiences?

  15. Group 1: Retirees

  16. Group 2: Baby boomers Born between 1946 and 1964

  17. Group 3: Gen Xers

  18. Group 4:Lifestylers 1: Return to the ‘60s

  19. Group 5:Lifestylers 2: Save the earth!

  20. Group 6:Highly educated people

  21. Group 7:People with problems A different reality! High hopes

  22. Group 8: Entrepreneurs

  23. Things you need to know about your audience • Who will be there? • What will they expect from you? • What do they already know? • Will they all understand me? • How technical can I (or should I) be?

  24. Use tools to gather information • Needs assessments • Pre-program surveys • Focus groups • Key informants • Community forums • Interviews

  25. Start by asking questions: • What’s your purpose in attending this training? • How do you prefer to learn? • What outcomes do you seek from this training?

  26. Things to avoid • Talking down to an audience - people hate to be patronized • Showing that you know little or nothing about them (at least know something about who they are) • Being totally unprepared for questions • Knowing nothing about their current concerns

  27. Remember: • Every audience is unique • Understanding your audience helps you focus your information • Don’t try to be all things to all people!

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