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).