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25 <br /> general to have much impact at all. It is necessary to identify target audiences and then <br /> develop communication strategies for each of these groups. <br /> Key target audiences have been identified by the City and are broken out as follows. <br /> Primary Target Audiences: <br /> ? Citizens of Hickory —Targeting the 38,000 residents of Hickory is essential to the <br /> success of the Communications Plan. By keeping our residents in the highest level of <br /> communication, we will create an ownership sense for them and this will help with <br /> communicating with other audiences. <br /> ? Media—The media is an extremely important audience to target because their <br /> coveraW of meetings and projects reach a significant number of target audiences. Six <br /> newspapers, three radio stations, and six television stations communicate with the <br /> PIO on a regular basis - this is the mainstream media outlets, but many other media <br /> venues exist that target the non-English speaking residents, and they too will be <br /> important to reach. The relationship with the PIO and the media is vital because <br /> messages they disseminate could enhance or harm the City's image. <br /> ? City of Hickory employees —There are about 675 City of Hickory employees serving <br /> in a variety of roles. The majority of employees communicate with citizens on a daily <br /> basis. It is important not to forget our most valuable resources —our employees. This <br /> target audience can also enhance or harm the City's image. <br /> Secondary Target Audiences: <br /> ? Citizens of the Hickory Metropolitan Area—The Hickory Metro is the fourth largest <br /> metro in the North Carolina. The 350,000 metro has become the hub of Northwestern <br /> North Carolina. These citizens work, shop, dine and attend entertainment venues <br /> within the city. They are not residents of Hickory, but they are impacted by the <br /> actions of the City. Hickory's economic health is linked to its regional role and the <br /> commercial activities involving citizens outside the City limits. <br /> ? Tourists —The thousands of tourists visiting the Hickory each year bring in many pre- <br /> conceived notions of the image of Hickory. Targeting this group is necessary to bring <br /> about global image changes for the City. The growth of the tourism industry in <br /> Hickory has added millions of dollars to the tax base and should be continually <br /> enhanced. In 2000, $184 million dollars were added to the tax base, and that number <br /> will increase, especially due to the increase of marketing for conventions and shows <br /> in the Hickory area. <br /> Goals <br /> When addressing the goals of the Communications Plan, one word comes to mind— <br /> perception. The Communications Plan for Hickory is presenting strategies to the target <br /> audiences that will change, develop or enhance their perceptions of services, issues, and <br /> projects in the City of Hickory. <br /> 3 <br />