Target Audiences

 The key audience segments which Land & Water Australia and its programs address represent areas of LWA’s market that use different channels and require different messages. 

Each Segment comprises sub-groups, and some programs may only address a subset of the groups in each segment. Nonetheless, the segments are homogenous enough that a communication for one sub-group will usually be appropriate for another in that segment. There is a small amount of cross-over in some segments, where sub-groups may belong to more than one audience.

It should be noted that this analysis assumes a second variable (subject of interest) is also considered when planning activities, however in most cases this is defined by the program (i.e. NPSI deals with Irrigation issues).

Segment: Agricultural Extension

Who?

  1. Public Extension Agents
  2. Agribusiness advisers
  3. NGOs dealing with Agriculture (such as Landcare)

What?

Accurate information packaged to serve their clients (the Farmers and Landholders segment)

Relevant LWA subjects include: Irrigation, Climate Variability, Weed management, Soil, Mixed farming, Salinity, River and Waterway management.

Potential Methods of Engagement

  • Presentations
  • eNewsletters
  • Workshops
  • Guides and tools.
  • Demonstrations of NRM Tools
  • At Industry-related events 

Segment: Community Engagement

This group is organisations and individuals who are involved in community engagement of NRM issues, in the same way NRM facilitators might engage agencies and organisations.

Who?

  1. Community groups
  2. Landcare etc.
  3. Community engagement staff in Regional bodies
  4. NGOs

What?

Increasing awareness and participation in local or regional NRM issues. Support community and other stakeholder involvement in NRM.

They generally use research findings for education and practical management of NRM issues and sustainable resource use.

Potential Methods of Engagement

  • Individual consultations
  • web and email information
  • workshops
  • forums and conferences

Potential benefits

Outcomes in this segment could be linked to the Community skills, knowledge and engagement Priority Area of the Caring for our Country program.

 

Segment: Farmers and Landholders

Who?

  1. Farmers including growers, graziers and mixed farming
  2. Non-farming Landholders

What?

Farmers and landholders require practical, on-the-ground approaches to sustainable land management. They do not use research findings specifically, but the knowledge or tools derived from that research.

Irrigation, Climate Variability, Weed management, Soil, Mixed farming, Salinity, River and Waterway management

Potential Methods of Engagement

  • Demonstration Sites and Field Days
  • Workshops
  • Rural Press & Regional Radio
  • LWA Web Portal for Landholders & Farmers
  • Landcare and Production Groups
  • Industry bodies (e.g. National Farmers Federation)
  • Participatory research

Notes

Communicating with this group is likely to be difficult, compared with most other segments, and it is worth considering whether another channel is more efficient, such as Agricultural Extension or Community Engagement.

 

Segment: Influencers and Decision Makers

Who?

Managers, politicians and other decision makers and leaders. This group tends to be quite similar across sectors.

What?

Their role is predominantly decision making/guiding/finding resources/spending money. They rely on the subject specialists in their team to come up with the answers to the problems their organisations have to manage. They require sufficient information to know when their subject specialists are doing the right thing.

This group will also often working at a high-level thinking/strategy level, however they may be unable to consider this activity in their day-to-day work. The strategy and thinking will often be done at specific times of the year, facilitated through special sessions or discussion (including conferences, strategy workshops etc).

How?

They are time-poor and increasingly turn to the internet to get fast, subject-specific information to support decision making processes. They are likely to take the advice of their staff on important issues, and often their own specialist subject is “institutional knowledge”, or how their own organisation works.

They will reference internal policy and guidelines, summary briefs (both internally generated and from news or specialist sources), daily newspapers and magazines.

They are increasingly unlikely to use libraries and information repositories, corporate magazines, scientific journals and annual reports, or other information-heavy documents.

Potential Methods of Engagement

  • eNewsletters
  • Conferences
  • Events specifically targeted at the executive level

 

Segment: NRM Facilitation

Who?

  1. Caring for our Country NRM Facilitators
  2. Public Extension Agents

What?

Communicate Government policies and initiatives and provide opportunities for direct community feedback on NRM issues to Government. Engage Local Government in NRM at the regional scale; promote and disseminate information about Australian Government NRM policies and programs, and assist Local Government with the development of NRM policies

Potential Methods of Engagement

  • Presentations (in-person and online)
  • eNewsletters
  • Consultations
  • Workshops
  • Guides and tools.
  • Demonstration of NRM Tools

 

Segment: Policy and Regulation

Who?

  1. Policymakers in State and Federal Governments
  2. Regulators (especially water regulators)
  3. Lobbyists & NGOs

What?

Determining priorities, legislation, allocation and development opportunities; guiding policies and frameworks (Federal); structures for on-ground and local/regional planning (State). Sustainability of state resources. Benchmarking.

Uses research findings to develop, evidence and influence policy and regulation decisions.

Social, Institutional, Governance Issues; Water regulation and irrigation, Climate issues,

Potential Methods of Engagement

  • Policy Fact sheets
  • LWA Web Channel – Policy
  • Program Websites
  • Conferences and seminars

Segment: Resource Management

Who?

  1. Local resource management specialists
  2. State planning and resource management staff
  3. State service providers
  4. Water regulators
  5. State agencies, statutory authorities, regional NRM bodies and CMAs
  6. Conservation bodies

Individuals in this group are likely to stretch from Environmental Science through to Engineering backgrounds, so there will be some variance in the types of messages constructed for this group. However, they are likely to be fairly similar within a given subject area.

What?

Resource planning (for specific regions), water planning and environmental flows, operational data, compliance, flood and drought response, conservation, environmental and ecosystem services.

Uses research for planning and practical delivery of NRM outcomes. Also sometimes called “on-the-ground”.

Service provider are also likely to be interested in: Operational, compliance data, annual water accounts, and environmental flows

Potential Methods of Engagement

  • Presentations (in-person and online)
  • Newsletters
  • Consultations
  • Workshops
  • Guides and tools.
  • Demonstration of NRM Tools
  • Conferences and seminars

Segment: Science and Research

This group is different from other audiences, as it represents individuals with whom LWA conducts a business relationship with (contracting research), rather than and Adoption relationship. Consequently, it should be treated differently.

Uses research findings to influence and guide new research, research priorities, or through synthesis.

Because information about research is quite different from the adoptable learning’s resulting from research, this group should be communicated with separately from other groups.

Who?

  1. Private researchers and consultants
  2. Government and academic researchers
  3. Government data agencies
  4. Land & Water Australia researchers (current, past, potential)
  5. Tertiary and Postgraduate students

What?

Usually, research and funding news relating to a specific program or subject area, but also research strategy, calls for funding and other administrative material.

Potential Methods of Engagement

  • eNewsletters
  • RSS Feeds
  • Conferences
  • Scientific Journals
  • “For Researchers” Portal on LWA Websites
  • Program Websites