The GlobeScan Approach to Communications
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Targeting
Effective targeting means more than knowing who you want to reach - it also means knowing how and from whom they obtain information about you. This allows clients to engage in their dialogues and target the influential intermediaries. The established media play an essential role, but it is increasingly supplemented by word of mouth and social media, on- and off-line. GlobeScan provides the key to managing this fast-changing stakeholder environment.
The Communicator uses advanced segmentation analysis to identify target groups for communications and public affairs initiatives. Defined by their attitudes toward various corporate issues, segmentation enables clients to concentrate resources on key segments and on messages that address critical issues. Communicator is an ideal tool for tracking changes in attitudes and behaviour of target audiences over time.
GlobeScan's Influence Mapping is a powerful tool for identifying key target groups for communications and programs development. By focusing on those groups that are the primary influencers, campaigns can be designed and executed both efficiently and effectively. Influence mapping identifies which stakeholder groups are the key opinion formers and which others can be used as channels of influence to reach them. The inter-stakeholder dialogues identified are those which a client might aim to engage in its efforts to 'move the needle' on stakeholder perceptions.
