Is your outreach reaching the right people or just the easiest ones to reach? Audience Development & Segmentation is a self-paced course designed for public media professionals who want to build more intentional, data-informed audience strategies. 

You'll learn how to define meaningful segments using your station's existing data, build actionable personas, and activate them across fundraising, marketing, and content workflows. 

Drawing from real-world examples at VPM, PBS Utah, Buffalo Toronto Public Media, and CET, you'll explore how segmentation supports cross-team alignment and mission impact. You'll also learn to design a measurement plan with the right KPIs and use A/B testing to improve your results over time. 

Whether you're new to segmentation or refining a strategy already underway, this course provides worksheets, persona templates, and a full segmentation plan to help you connect the right message to the right audience. Access this course and more through the PBS Course Catalog.