Taking control of the organisation’s  target groups

Christine Uhrlander Lindbom

Getting increasingly aware of the problem

A new blog maybe?

User

(needs)

Channels

Three goals:

- Where are needs not met

- Document/database

- Fixed target groups

Communication policy

Communication strategy

Communication policy

Communication strategy1. Government and parliament

2. Journalists

3. Public sector and organisations

4. EU and other int. organisations

5. General public

6. Teachers

7. Business

8. Students and researchers

9. Councils and boards

Channel strategy

Web concept

Work plan

Documentation system for Customer Service

Order and billing system

Same group,

different names

Some groups,

multiple roles

Not for the Communication Department… yet• The Parliament and the Government

in their roles as distributors of assignments

• Statistics Sweden's councils and boards

• Potential employees• Respondents

1. Intermediaries• Journalists• News agencies• Bloggers• Libraries• Politicians

2. The General public

3. Businesses and Organisations• Companies• Consultants• Organisations, like interest

organisations, lobbyists, unions

4. Public Administration• Government and ministries• Scientists/researchers• Government agencies• Regions and municipalities• State funded committés

5. Teachers and students• Students at higher- or university

level• Teachers at lower or higher level

schools

Target group

Target group Need

Target group Need Channel

Target group Need Channel Activity

Government and Ministries

Data to own data bases in specific formats

Custom made data bases

Personal relationship?

Analysis, in-depth comments

- Comission work- Experts

Product quality - Quality reports- ISO-certificate

Target group Need Channel Activity

Government and Ministries

Data to own data bases in specific formats

Custom made data bases

Personal relationship?

Analysis, in-depth comments

- Comission work- Experts

Blog?Conference?

Product quality - Quality reports- ISO-certificate

Target group Need Channel Activity

Government and Ministries

Data to own data bases in specific formats

Custom made data bases

Personal relationship?

Analysis, in-depth comments

- Comission work- Experts

Blog?Conference?

Product quality - Quality reports- ISO-certificate

Promote ISO-certificate?

Three goals:

- Where are needs not met

- Document/database

- Fixed target groups

Getting increasingly aware of the solution