Know Your Workplace

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STEP 3

You have started drawing up your plan, but you will now need to do some research on your workplace to complete it.

Profile your target audiences

Your primary target audience represents the people you want to target for your awareness campaign. It may be just one group of employees or a larger group of building users.

When examining your target audience, consider its size, where it is located and whether it is located in multiple facilities. These factors will help you determine the tools you will use to communicate with them.

Audiences to consider include:

• Employees
• Non-company building occupants
• Students
• Service providers/suppliers
• Customers
• Potential customers
• General public

Your secondary target audience is the people that may have an interest in your initiatives because they will be able to adjust their behaviours to be consistent and supportive of your vision.

Your secondary audience could include:

• Customers
• Suppliers
• Visitors
• Media
• Local community
• General public

Analyze your audience's environment

Once you have a clear picture of your audience, you need to gain some understanding of the facilities they work in. Understanding how energy is used in your organization will help you focus your efforts on those areas that can have the most impact.

• Is your audience in one location with a good energy management system or are they distributed throughout many unsophisticated buildings?
• Are the buildings large, small, new, old, multi-storey, etc.?
• What operations take place within them?
• Are there many visitors, such as in a hospital, or is the building limited to employees?

All these questions affect how you structure your communications, what activities you decide to do and how you deliver your program.