Due to the nature of the NYC Marathon, there were 12 key communication targets. Runners, spouses, friends, viewers, etc. However, segmenting that many audiences was impractical for both messaging and budget.
We segmented the 11 targets into four groups, based on their emotional commitment to the Marathon. For example, runners are entirely committed, while TV viewers are tepidly committed.
Our segmentation strategy enabled us to select tactics and communication objectives in a phased approach, ensuring we communicated to all targets in a contextually relevant fashion.
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