Here's the thing: when you try to speak to everyone, you reach almost no one. Name the specific people you're trying to reach, and every decision after this gets easier!
Write your gut answer in one quick sentence. I'll help you sharpen it next.
You don't need all five. The more you answer, the clearer it gets (promise!).
New parents, empty nesters, students, retirees, newly single, new to town?
Belonging, meaning, community for their kids, a place to grieve, a fresh start?
Skeptical, coming back, never been, or raised in church and drifted away?
A neighborhood, the new developments, the blocks around your building?
Age range or household type. Hold these loosely.
When a decision is close, go with your main audience.
Look how far you came from your first guess! Keep this somewhere you'll see it, and revisit it once a year as your community changes.