One of the challenges the campaign faces is the diversity of audiences to which it must speak. Each ALA member organization has different needs and will be inclined to prioritize the audiences for the campaign differently. "Tailored" campaigns address these needs, providing the structure for maximizing the outreach to each audience.
These target audiences have been identified:
First: General public, including users and non-users;
Second: Decision makers and those who influence them;
Third: Allies and partners;
Fourth: audiences identified by "targeted" campaigns:
- Undergraduate and graduate students, faculty, researchers, college/university administrators ( Academic and Research Library Campaign);
- Teachers and administrators, students and parents, and boards of education ( School Library Campaign);
- Funders and policy makers, business and community leaders, parents and non-parents 20 to 30 years of age, seniors, new Americans, teens;
- Children in grades k-4, parents/caregivers, school administrators, teachers, school library media specialists ( Kids! @ your library Campaign).