Targeting –
Aim Small, Miss Small
Hypertargeting Insights
What is it?
Data-driven analysis of your current residents, donors, families and staff.
What does it say?
highlights the attitudes, behaviors and concerns of the target audience.
What does it do?
the actionable behavioral data that determines recommended media and platforms – format, budget, dayparts – all driven by the profile.*
*Often resident and prospect market research is held up – via surveys or focus groups.
One Data Point. Total Pivot Required.
Couples – 47%
Anniversary Celebrations/CFU
Two Primary Decision-Makers
Possibly Different Levels of Interest or Health
Often Deeply Entrenched Dynamics
Widow(er)s – 41%
Support Group
Social Opportunities
Likely Gaps in Capabilities
Emotions Running High
Single Decision-Maker with Influencers