Defining the Clientele
Defining the clientele is an essential first step. This is simple if the program is designed for the members of a single organization, such as a church or an industrial plant Even then, it is helpful to know the age, sex, marital status, educational background, economic status, and interests of the potential participants, in order that promotion materials may be designed to appeal to them.
If the program is communitywide, the problem is more complex-and requires greater care. The most effective promotion is “rifle-shot" promotion, aimed directly at specific persons or groups. If an appeal is to be made particularly to young people, a list of youth-serving organizations will be needed and special promotion materials will be directed to them. Other lists would be required for appeals to members of labor unions, various occupational groupings, professional people, college graduates, membe,-5 of minority groups, and other special groupings. The University College of the University of Chicago determined that it wanted to attract and serve the leaders of the community. This necessitated the development of a list of the officers of hundreds of different organizations.