Target Audience

The target audience of the Ghana Meteorological Agency web site is described below:

• Agriculturalists: This large, diverse target group consists of (to name just a few members) crop farmers, smallholder farmers, industrialized farmers, pastoralists (livestock herders), fishermen and those involved in the agricultural value chain, ranging from seed salesmen to livestock buyers.
• Local Communities: This group is comprised of community leaders, farm cooperative leaders, village leadership, regional politicians, children, teachers, elders and other community members that don’t work in farming but occupy positions of respect, local NGOs, extension services and medium-scale local enterprisers.
• Policy Makers: This group is comprised of regional and national leaders in the NHMS and agricultural, emergency services, and similar ministries; locally elected members of the government, regional and national media, large private-sector enterprise (telecommunications, banking, mining, etc.), universities, think tanks, and regional cooperation entities (i.e. African Union).
• Private Sector: Not only do private sector enterprises benefit from tailored weather information – to protect human and physical resources and make climate-smart business decisions – they can also play a role in disseminating messages.

Persona 1

Olusegun Obasanjo

• Occupation: Chief Executive Officer (C. E. O.)
• Demographic and Education: Chief Olusegun Obasanjo (82 years old), GCFR, Ph.D. is a former Nigerian Army general who was President of Nigeria from 1999 to 2007. Obasanjo was a career soldier before serving twice as his nation's head of state. He is the owner of Ota Farm.
• Goals and motivation for using the site: He will use the website for multiple needs for weather and climate information to save lives, contain losses, increase productivity, and reduce risk.
• Quote: "Unfortunately, the true force which propels our endless political disputes, our constant struggles for political advantage, is often not our burning concern for democracy, it is often of our dedication to the principle of the rule of law."

Persona 2

Samuel Attah Mensah

• Occupation: Managing Director (M. D.)
• Demographic and Education: Samuel ‘Sammens’ Attah-Mensah is a Ghanaian media personality, a business man, and the Managing Director of Accra-based English radio station Citi FM and Omni Media. He holds a Bachelor Degree in Computer Science and an MBA from the University of Leicester, UK.
• Goals and motivation for using the site: He will rely on this website to get climatic information he needs to educate and warn his listeners through radio, television, print media, and online sites.
• Quote: "As a leader, if you are better than all your team members in all aspects of your work then the team is going nowhere. You need talented and skilled people who will challenge you always."

Scenario

• Why is climatic information important to me?
• Can I search for a climatic condition for another city?
• How humid will today be?
• What will be the weather like in a week?
• Through which medium is climatic information diseminated?

Content List