First, I will give you a little background on the “Blue Goose.” The Blue Goose was created to provide safe rides home for college students who have had too much to drink. The Blue Goose started as a regular school bus that underwent dramatic changes. Once a yellow teeny-bopper-hauler turned blue and outfitted with a rowdy sound system that keeps passengers on their feet having a good time. Add a top mounted air-conditioning unit, or two (cold!) and you have the makings of a safe, enjoyable ride home.

The Blue Goose has definitely redefined taking a taxi home from a night out. So, how to segment the target public prior to create a brochure that will prove beneficial. A target public is referred to “specific groups of people that you need to reach with a specific message about your organization,” (“Strategic Publications” Designing for Target Publics, Linda P. Morton)

In the publication (“Strategic Publications” Designing for Target Publics, Linda P. Morton), four segments are suggested as a basis four strategic research. GENERATION, LIFE STAGE, SOCIAL CLASS, GENDER. Using these segments you can create a matrix that helps to clarify what characteristics will be most effective within your publication.

Matrix example shown below:

Segments Consumer Interests Consumer Needs Consumer Income
Generation
Life Stages
Social Class
Gender

The method used to segment the target public is very important. In order to ensure that the money spent on your publication is money well spent you must do your homework. Spending time (time=money) working to understand the specifics of the people you are directing your master piece towards will pay off if you do it correctly. I think in my case I will be able to concentrate more on what publication characteristics will better the perception of the Blue Goose; I feel that it is important to do so in the eyes of both the customer and the community. The community may not use the Blue Goose but they are indirectly still included and therefore must still be considered.

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