Key target groups

Engaging with potential students is all about talking to the right people about the right things, the right way at the right time! To achieve this it’s important to examine and understand which groups of people are most likely to benefit from formal education. These are your key target groups and they may be interested in the same things or have a common attitude to your organisation or the kind of activities it offers.

This common factor means that if you talk to them about the same things in the same way, you are likely to get results. However, one of the major challenges facing staff is the problem of overcoming existing negative attitudes in order to gain the commitment of potential students. Members of the target group may have had bad experiences of learning and/or learning environments in the past, making them fearful and sceptical about new learning opportunities. Reaching target groups and gaining their confidence is, therefore, central to promote a wider participation in formal education.

Further information

• Your organisation
• Local sources 

Key target groups PDF

To identify key target groups in your area and understand how to engage with these groups.