Using Homeowners’ Association Membership to Define Audience Segments for Targeted Local Social Marketing Interventions: Implications From a Statewide Study

People working on water issues in the state of Florida, USA, recognize outdoor water conservation as an important area of focus. Social marketing has become increasingly accepted as a behavior change approach in Florida, but often the individuals who wish to use social marketing do not have access to the formative audience research needed. In addition to a lack of formative audience research, the prevalence of homeowners’ associations (HOAs)...