Defining Audience Segments for Extension Programming Using Reported Water Conservation Practices

A tool from social marketing can help Extension agents understand distinct audience segments among their constituents. Defining targeted audiences for Extension programming is a first step to influencing behavior change among the public. An online survey was conducted using an Extension email list for urban households receiving a monthly lawn and garden newsletter. The results describe particular constituent groups or segments, defined by their landscape conservation practices. Extension agents can use audience segmentation to design programming that targets the behaviors, expectations, and lifestyles of specific members of their community and identify emerging issues.