Agenda - 09-10-2015 - 2 - Laserfiche WebLink

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38 APPROVED BY BOCC ON 4/21/2015 Audience Identification In broad strokes, this Plan recognizes its Primary Target Audiences to include Residents; Media; Orange County Employees; and the Current Business Community. Secondary Target Audiences include Visitors; Other Governmental Officials (local, state, federal); Community Groups (e.g. civic organizations, faith-based organizations); Potential Business Recruitments; and Potential Future Residents. In more practical terms, the target audiences for any particular piece of County communication will depend on the type of message, the nature of the messenger, available communications resources and tools, and the particular environmental circumstances at the time. Specific audiences are then more narrowly focused from the general grouping, taking into consideration any targeted marketing campaign, which tools should be used, and any strategic messages. Communications decision-makers should review the checklist at Appendix A to determine which of the potential audiences are to be specifically targeted recipients of communications under the particular set of circumstances at hand. In many cases, audiences on that list will be non-applicable or redundant. The rationale behind creating and using the list in that appendix is to err on the side of considering too large a list, then to reduce it by purposeful analysis - as opposed to considering too small a list and improperly ignoring an important audience for the message. Tools/Asset Identification Orange County Government communicators are afforded wide discretion in selecting and employing the mechanisms and vehicles for transmitting information to their desired audiences in any particular set of circumstances. Appendix B provides a list of potential tools to be considered for each communication event. This list reflects both those communication tools that are available to Orange County Government and those that may become available in the future. -9 -