Understanding Your Target Audience

Content Contributor: Steve Maegdlin, CEO, SIGNAL.csk and Scott Appel, Founder/ Chief Synkronier, SYNKRO3

Facilitator: Robert McFarland, President, Transformational Impact, LLC

Category: Marketing & Communications

Last Day to Register: September 25, 2017

Module Start Date: October 2, 2017

Learning Objectives

  • Understand core marketing segmentation principles and definitions
  • Gain insight into the four primary generations existing today, and their differences, to better prepare marketing initiatives
  • Master ways to better engage millennials
  • Know generational trends impacting faith-based nonprofits
  • Be able to better pursue audience segmentation for your organization

Module Overview

In marketing, intimately knowing your target audience — who they are, how they think, what they value - is paramount to an organization’s success. In this module, participants will learn the importance of identifying the differences that exist between their various audience segments and how these differences should influence their marketing strategies. We will examine key marketing segmentation principles. We will also explore the key differences between the generations, and discover key trends impacting all Christian nonprofits.

Requirements for Receiving Credit

Credit for the module will be determined on the following criteria:

  1. Successful completion and submission of five Reflection assignments demonstrating that the participant has read required resources and reviewed the presentation content.
  2. Engage in all the topic forum discussions for all five sessions.

Required Textbooks

Various PDF articles for required reading will be offered through the module shell.

Facilitator Bio

Robert McFarland, President, Transformational Impact, LLC

Robert McFarland, President, Transformational Impact, LLC

Robert McFarland is President of Transformational Impact LLC, a leadership development consultancy helping companies harness the power of their vision to achieve their goals. Robert has worked with myriad organizations and companies conducting strategic planning sessions, providing fundraising counsel, and providing strategic branding guidance. By helping his clients envision their preferred future, develop their strategic plan, and create their company culture, they are able to intentionally achieve their desired impact. As a nonprofit executive, board member, and consultant, Robert McFarland has seen firsthand how a powerful vision can propel an organization forward—and how not having one will hold an organization back. After serving evangelical ministries and nonprofits for 20 years, Robert founded Transformational Impact LLC because he realized for-profit companies and nonprofit organizations were stunted in their growth as a result of not availing themselves of the power of vision. Robert enjoys helping people change their thinking, so they can get the results they want at work and in life. He serves as the Intentional Leadership Coach for the Intentional Living Center, and he is preparing to release his first book, What Your Employees Wish You Knew. He and his wife, Tamitha, recently moved their six children out of the Washington DC area to the Shenandoah Valley of Virginia, where they now wake up to the sound of cows instead of cars.