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Targeting Specific Audiences

Messaging: Targeting Specific Audiences

Two posters on a brick wall that say set yourself free with a man and an elderly woman.

Different appeals and images are appropriate when communicating with different target audiences. These marketing materials used by small transit systems throughout San Bernardino County show how a single campaign can use images and benefits to resonate with different target groups. Posters and flyers were customized with images and messaging to appeal to college students, high school students, and older adults. By distributing or displaying these pieces in equally targeted locations (college campus, high school, senior center or residence) the campaign encouraged ridership among different market segments.

A man and a woman are next to each other in brochures.
A man and a woman are next to each other in brochures.

The sub-heads all build on the campaign theme of “Set Yourself Free,” but appeal to the needs of different potential riders: the desire for independence among seniors, the longing to have their own “ride” among teens, the need to save money among young workers and college students.

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