Audience Development

A strong Audience Development Plan is key to driving viewership to health content and positively impacting the well-being of Canadians.

Effective September 1, 2021:

The Audience Development Preliminary Plan will be required to apply for production financing. If you receive a positive funding decision, the comprehensive Audience Development Plan and Budget will be required to receive production financing.

TELUS Fund encourages applicants to use the ALERT® process below to create and execute their Audience Development Plan. The Audience Development Plan defines “what” you intend to do, and the ALERT process defines “how” you will do it.

Developed by Magnify Digital, the five-stage, end-to-end ALERT process, is a tried-and-tested method for audience success.

Assess

The first part of any Audience Development Plan involves a rigorous assessment of your target audiences and the current market conditions.

An introduction to Assess

Defining your target audience

Securing domain names and handles

Locate

The next step is to locate, locate, locate your audience. Where are they gathering online? What are they talking about? How can you reach them?

An introduction to Locate

Finding audiences on other platforms

Partnering with expert organizations

Engage

An audience is nothing if it isn’t engaged with your project. These resources will help you find ways to connect with them in a meaningful way.

An introduction to Engage

Understanding paid media

Working with marketing experts

Respond

Once audiences start talking, it’s important to listen. Staying on top of conversations about your project enables you to turn feedback into opportunities.

An introduction to Respond

Understanding community management

Encouraging conversation in your community

Track

Tracking your project’s performance isn’t just a requirement of funding; it allows you to adjust your Audience Development Plan based on real-time insights.