4.5.g.1 Target Audience Planning for All Frontline Advocacy Staff

If someone is going to be an effective frontline advocate, he or she must deliver your college or university library’s message to the right audience, your “target audience.” These are the people for whom your library’s message will have relevance. They will care about your library and its future. Frontline Advocacy Team members should think of this plan as a simple two-step process.

  1. Bring your staff together and ask yourselves who makes up your university library’s target audience.

Instruct the staff to make a list of:

  • Library users they know
  • Others in the college or university community they know
  • People who use the library remotely (i.e. as “virtual” users)
  • People who are involved with campus organizations
  • Their family
  • Their friends
  • Their neighbors
  • People with whom they do business
  • (Who else can you think of?)

There are other individual and groups who need to hear your library’s important message too.  Some you know, some you don’t. Here are a few ideas to get your staff started:

  • Your students’ parents and other family members
  • Prospective students
  • High school teachers and counselors
  • People who attend community ed classes and programs that your college offers
  • University partners and vendors
  • People who come to your library simply to sit and read
  • People in the business community
  • Elected officials
  •  (Who else can you think of?)
  1. Consider what this target audience needs to know and how your staff can best reach them. Use the space below to deepen their understanding of their target audience.

What does your target audience know and think about your academic library right now?



What do they need to know to help you reach your library’s goal?



How will they be better off if you reach your goal?



What are the best ways to communicate with them?