In an age where messages are everywhere and attention is limited, the most successful marketing doesn’t just speak—it connects. But how do you ensure your message resonates with the right people at the right time?
It starts by understanding that not all audiences are the same. And because of that, not all messages should be either.
One of the most effective ways to build engagement and drive action is to segment your audience into four distinct groups: the Crowd, Concerned, Committed, and Core. This model helps you meet people where they are—and gently move them forward.
Initially inspired by Rick Warren’s book The Purpose-Driven Church, this blog will explore marketing best practices for reaching and connecting these audiences.
The 4C Audience Framework
1. The Crowd
Who they are:
This is your broadest audience. The Crowd includes people who’ve never heard of you—or if they have, they don’t know what you do or why it matters. Maybe they stumbled on your content through an ad, a friend’s post, or a hashtag. They’re not yet engaged; most importantly, they haven’t given you permission to go deeper.
What they need:
Curiosity. Clarity. A spark. They need a reason to care, even if it’s just for a moment.
Your goal:
Break through the noise and get noticed.
How to reach them:
- Use attention-grabbing visuals, emotional hooks, or compelling stats.
- Keep messaging short, visual, and story-driven—something they can “feel” quickly.
- Ask provocative questions or present surprising facts.
- Make your content easy to share—people in the Crowd often trust peers’ recommendations more than you.
Example tactics:
A powerful social ad, a 30-second reel, a shareable quote graphic, or an awareness-raising hashtag campaign.
2. The Concerned
Who they are:
They’ve noticed you—and that’s no small thing. The Concerned are curious browsers. Maybe they liked a post, clicked a link, or read a blog. They haven’t bought in but paused long enough to consider you. They’re exploring, weighing, and watching.
What they need:
Credibility. Clarity. A sense that you’re worth more of their time.
Your goal:
Earn their trust and deepen interest.
How to reach them:
- Be consistent in tone, mission, and look—credibility grows with repetition.
- Provide value through educational content or personal stories that feel authentic.
- Begin gently answering the question: “Is this relevant to me?”
- Invite low-commitment next steps: read more, subscribe, and watch a webinar.
Example tactics:
Blog posts, FAQs, explainer videos, introductory webinars, or resource downloads.
3. The Committed
Who they are:
These are your loyalists-in-the-making. They’ve already taken an intentional step: they followed you, subscribed to your newsletter, attended an event, donated once, or bought a product. They believe in what you’re doing—but they’re still deciding how much to invest.
What they need:
Connection. Belonging. Evidence of impact.
Your goal:
Build a relationship that feels personal and mutual.
How to reach them:
- Show how their involvement is making a difference—quantify impact when possible.
- Share behind-the-scenes content that builds transparency and trust.
- Make them feel like insiders: share updates first or ask for feedback.
- Encourage two-way interaction: polls, replies, testimonials, or user-generated content.
Example tactics:
Email series, community stories, surveys, donor updates, or volunteer shoutouts.
4. The Core
Who they are:
This is your inner circle—your evangelists, super-volunteers, long-term donors, or most vocal customers. They don’t just like what you do—they embody it. They’re emotionally invested and often want to help shape your future.
What they need:
Empowerment. Recognition. Meaningful roles.
Your goal:
Equip and elevate them.
How to reach them:
- Give them leadership opportunities—invite them to co-create with you.
- Offer exclusive or early access to events, content, or decision-making moments.
- Make their voice visible: let them guest post, lead meetups, or represent your brand.
- Celebrate their contributions often—privately and publicly.
Example tactics:
Ambassador programs, Slack or private Facebook groups, Core-only Zoom calls, or sneak peeks at new projects.
Putting the 4C Model Into Action: An Example
Let’s say you’re launching a new mental health awareness campaign.
- Crowd: A powerful, one-minute video highlighting lived experiences shared widely on social media.
- Concerned: A blog post explaining the mission behind the campaign, with a call to sign up for updates or attend a free webinar.
- Committed: A series of weekly emails featuring mental health resources, volunteer opportunities, and behind-the-scenes stories.
- Core: A private Zoom meeting with campaign leaders to brainstorm outreach, plus branded materials to help them advocate in their circles.
Each piece of content has the same core message, but the delivery, depth, and call to action are tailored to the audience segment.
Why This Model Works
The beauty of the 4C model is that it respects where people are in their journey with you. It doesn’t assume everyone is ready to donate, volunteer, or advocate immediately. Instead, it guides them—step by step—into a deeper connection.
This approach builds long-term trust and loyalty, avoids tone-deaf messaging, and, most importantly, turns passive audiences into active allies.
How to Start Using the 4C Model Today
- Audit your existing communications. What stage does each piece speak to?
- Map out your ideal audience journey. What’s the next best step for each group?
- Segment your audience by behavior (likes, clicks, donations, etc.), not just demographics.
- Craft content ladders that gently invite people deeper—from first glance to full buy-in.
- Measure success not just by conversions but by movement. Is someone joining your email list after seeing a social post? That’s growth.
Message with Intention
Marketing isn’t just about shouting the loudest—it’s about building lasting relationships. When you understand your audience’s different roles, you can speak to each group in a way that feels personal, relevant, and respectful.
Whether you’re trying to grow a brand, mobilize a movement, or share a story, the 4C model helps your message meet the moment and move people toward meaningful action.
At Dogwood, we believe the best messaging meets people where they are and leads them somewhere worth going. Let’s walk that path together.
